Think Music- A path-breaking approach to make South Indian music a global marvel
Think Music has emerged as the distinctive label in South India with a performance that has many others playing catch-up. With a grounded visionary Santhosh Kumar (Vice President Think Music) at the helm South Indian Film, Non film and Independent music, can be assured of the most incredible talent scouting, promotion and marketing for its widening canopy on the Global stage.
Santosh Kumar, in a candid yet revealing chat with Khanak expounded upon the unprecedented success of the label and what he envisages lies ahead for the label.
What are some of the unique attributes or approaches that define Think Music’s identity in the industry?
At Think Music, we’ve consistently followed a creator-first philosophy, anchored in strong relationships with composers, filmmakers, and artists. Our identity is shaped by a genuine passion for music and the conviction that quality content, whether mainstream or independent, will always resonate with listeners. We approach every soundtrack as a creative ecosystem rather than just a commercial release, and that perspective sets us apart.
What has helped Think Music carve its own niche in a competitive music landscape?
Consistency, conviction, and cultural insight define our approach. We’ve continuously supported exceptional talent, irrespective of scale, and our deep understanding of the South Indian audience keeps us closely aligned with their evolving preferences. Coupled with the advanced tech-enabled distribution through Believe we have grown meaningfully while remaining true to our roots
Think Music has gained success in both film and non-film music, which is quite exceptional. How have you struck this balance?
For us, it’s always been about the music and the story it tells, whether it comes from a film or stands on its own. Film music gives us a wide canvas and connects us to large, diverse audiences. Non-film music, on the other hand, gives us the freedom to be more experimental and nurture emerging voices. We don’t draw hard lines between the two- our teams collaborate closely, and that fluidity helps us stay creative, relevant, and responsive to what listeners truly want.
How has the tie-up with Believe changed the operational dynamics at Think?
Believe has been a game-changer. The acquisition brought us access to global technology, rich data insights, and advanced distribution infrastructure, allowing us to scale more intelligently and efficiently. What makes it work is the shared artist-first philosophy. That alignment reflects in how we launch music, measure performance, and nurture fan communities.
Most labels promote singers who they believe in. Think Music, on the other hand, has gone on to promote over 40 music composers which is indeed outlier thinking. Tell us your thinking behind this?
For us, composers are the soul of every soundtrack. We’ve always believed that when you back the right talent and trust their creative vision, the music will resonate. It’s a long-term approach rooted in belief and collaboration and over time, many of these composers have gone on to shape the soundscape of Tamil cinema.
Think has redefined Tamil film music with unprecedented success. What factors do you attribute to this?
We’ve had the privilege of collaborating with visionary filmmakers and exceptional composers. But what’s truly set us apart is our marketing depth, digital-first approach, and instinctive understanding of audience trends. We don’t chase virality, we build stories that last.
Tell us of an interesting promotional strategy you used in any of your film music biggies like 96 or the latest Dragon.
For 96, we let the music breathe and focussed on strong emotional storytelling. For biggies like ‘Vendhu Thanindhathu Kaadu’ or ‘Aavesham’, we went hyper-viral by embracing meme culture and short video formats. With Dragon, we leaned into a teaser-based strategy, revealing layers of the soundtrack over time and letting fans decode them.
How do you define Independent Music in the broader perspective?
Independent music is defined by creative autonomy. It is not determined by budget or scale, but by artistic intent. Whether it’s an emerging creator working from a home studio or an established artist exploring a new direction, independent music is often where innovation and cultural shifts take root.
One of your most talked about initiatives promoting independent South Indian artists is “Think Indie”. How did the idea emerge and grow big?
Think Indie was born from a simple but powerful insight- there’s an incredible pool of untapped talent in South India that lacked a structured platform. We created Think Indie to bridge that gap. With Believe’s support, we were able to offer artists access to seamless distribution, monetization, and visibility, without asking them to compromise on their artistic identity. That authenticity is what made the brand grow.
Tell us about the success of Sai Abhyankar’s “Katchi Sera”—your ground-breaking independent music track?
Katchi Sera’ exceeded all expectations. Despite minimal initial marketing, its raw emotion and authenticity struck a chord, driving organic growth. We supported the track with a focused content strategy, encouraging user-generated content and sustained amplification. This success highlights the power of genuine artistry combined with strategic support.
20.5 Million subscribers for your YouTube channel is truly astounding. Tell us about your expertise in digital distribution and social media?
We focus on building communities, not just numbers. Our content is platform-native, audience-centric, and consistent. With Believe’s tech and our in-house insights, we’re able to time, tag, and tune each release to get the best engagement.
What role has technology played in your rise as a music label?
Technology has been integral to our growth. It’s enabled us to move from instinct-driven strategies to data-informed execution. Believe’s proprietary tech-platform provides us with real-time insights that shape everything from release planning to performance analysis, allowing us to be more agile, transparent, and effective in how we support our artists.
Music piracy is rampant even in this age. Tell us about the steps you have taken towards curbing music piracy.
We work in close collaboration with Believe’s anti-piracy and rights management teams to ensure strong protection for our artists. From proactive content identification and platform partnerships to swift takedowns and legal enforcement, we’ve built a comprehensive system that safeguards creative work and upholds the value of original music.
How do you propose to expand your global presence as a music label?
The world is listening to Indian music like never before. At Think Music, we believe music transcends language. Regional sounds don’t need translation; they need the right platform. Our mission is to take South Indian music to global audiences, by amplifying its emotional depth and artistic authenticity. We let the soul of the music speak for itself. With Believe’s global footprint, tech infrastructure, and strong local teams, we’re able to connect these powerful sounds with the right audiences across the world, while staying rooted in where they come from.