Q1:What was your interest in starting a music label when your background as a techno management entrepreneur is formidable?
Ans: While my background in techno management has given me a strong foundation in innovation, scalability, and strategic execution, music has always been a personal passion. Starting a music label was a natural evolution—an opportunity to merge my entrepreneurial experience with my creative interests. I saw a gap in the way independent artists were being supported, especially in niche or experimental genres. With my business acumen, I knew I could build a platform that not only nurtures talent but also brings structure, sustainability, and global reach to the music ecosystem. It’s about creating value at the intersection of business and art
Q2: Can you tell us about your recording activity as a label and the reason for choosing the name Deepak R Bariya for it?
Ans: Our artists have full creative freedom in choosing their content. We simply guide the process by offering insights and feedback when needed, but the final creative direction always comes from the artist. This approach ensures authenticity and allows each artist to fully express their unique sound.
As for the label name ‘Deepak R Bariya’—he is one of our earliest artists, someone who has been with us since the beginning. We’ve witnessed his growth firsthand, from a passionate newcomer to a well-recognized name in the industry. Naming the label after him was a tribute to that journey and the strong foundation we built together. Though he has now established his own identity and success, his legacy continues to represent the spirit and vision of the label.
Q3: What is the kind of music you promote and why?
Ans: We primarily promote Timli music, as that’s where our journey began. Timli is a vibrant expression of tribal culture, and we saw immense potential in its rhythmic energy and cultural depth. It’s more than just music—it’s a voice for the tribal community, and we believe it deserves a broader platform. By promoting Timli, we aim to preserve its roots while introducing it to new audiences, both regional and global. There’s a wide scope for its growth, and we’re proud to be part of that movement.
Q4: What is your procedure of enrolling artists on the label?
Ans: Our artist enrollment process is simple yet selective. We look for talent, originality, and alignment with our musical vision. Artists typically approach us with their work or come through trusted recommendations.
Q5: Are you more into recording Independent artists or bands and why?
Ans: We focus more on recording independent artists. The band culture doesn’t quite align with our label’s approach, both creatively and economically. Independent artists offer more flexibility and individuality, which fits well with our vision of supporting unique, personal expressions of music.
Q6: What are the genres you specialise in as a record label?
Ans: As a record label, we specialize in regional and cultural genres, with a strong focus on Timli music and other tribal sounds. Our aim is to preserve and promote traditional music styles while giving them a modern platform. We also explore folk-fusion and experimental genres that stay rooted in culture but appeal to a broader audience.
Q7: How does Timli maintain its raw authenticity & connection to Gujarat’s tribal heritage while adapting to contemporary music trends?
Ans:Timli is a vibrant and rhythmic genre rooted in the tribal communities of Gujarat. It blends traditional beats with energetic melodies, often reflecting the cultural stories, celebrations, and emotions of the people. What makes Timli unique is its raw authenticity and the way it connects deeply with both local and younger audiences when fused with modern sounds.
Over the years, we’ve worked with several talented Timli artists, and one of the most notable is Deepak R Bariya, who has been with us since the beginning. His contributions have played a big role in popularizing Timli music and expanding its reach. We’ve also supported other emerging artists from the community, helping them bring their voices and stories to a wider platform.
Q8: Take us through the making of one of your most successful music albums. How did you spot and promote the artist?
Ans: Every creation we release is a success because we focus on authenticity and connection, not just views. We spot talent through its uniqueness and support artists by giving them the platform to truly express themselves. It’s about long-term growth, not just instant popularity.
Q9: Promoting music has become a challenge given the number of artists hitting the market. What unique promotional strategies do you use for your music?
Ans:We focus on authenticity and niche marketing, leveraging local connections and storytelling to create genuine fan engagement. Strategic collaborations and social media campaigns help us connect with audiences more deeply.
Q10: You are one of Gujarat’s top music distributors. Please take us through your distribution division and its working. What are its activities?
Ans:We don’t focus on being the top distributor but on connecting with more labels, promoting their work, and improving our services. Our simple motto is to support every music label from the beginning of their journey, offering valuable distribution insights to help them grow.
Our distribution division focuses on providing comprehensive support to music labels, ensuring their content reaches the right platforms and audiences. We manage the digital distribution process, from onboarding music to delivering it across streaming services and digital stores. Additionally, we offer valuable insights on market trends, optimize release strategies, and help labels build their presence in global markets. Our goal is to make the distribution process seamless, allowing labels to focus on creating while we handle the logistics.
Q11: How has streaming impacted the running of your music label?
Ans: Streaming has significantly expanded the reach of our music, allowing us to connect with a global audience. It has streamlined distribution, making it easier for us to release and promote content. However, it has also made the market more competitive, requiring us to adapt our strategies by focusing on unique, authentic content and engaging directly with listeners.
Q12: What would you suggest should be the measures the music industry should adapt to protect the interests of the creators and record labels given the advent of AI in music?
Ans: As AI continues to shape the music landscape, the industry must strike a balance between innovation and protection for creators and labels. Clear guidelines around AI-generated content, including ownership and royalties, are essential. Instead of letting AI replace the human touch, it should be seen as a tool to amplify creativity. To protect everyone’s interests, we need transparent licensing systems and ethical practices, ensuring that technology serves the artist, not the other way around.
Q13: Gujarati film music is relatively a smaller market. How do you plan to expand it in the near future? Do you plan to get into the Hindi, Punjabi, and South Indian music market?
Ans: While Gujarati film music is a smaller market, we believe in its unique cultural appeal and potential for growth. Our focus is on building strong regional content that resonates deeply with local audiences, while gradually introducing it to broader audiences through digital platforms. As for expanding into Hindi, Punjabi, and South Indian markets, we are open to exploring these opportunities. Our strategy would involve collaborations with artists from these regions, blending styles and creating cross-cultural music that appeals to diverse listeners, while staying true to our roots.
Q14: What would be your suggestions to the music entrepreneur wanting to set up a music label in the contemporary scenario?
Ans: My advice to aspiring music entrepreneurs would be to focus on building a strong, authentic brand that resonates with both artists and listeners. The key is to carve out a niche and understand the unique needs of your target audience. Be adaptable—streaming platforms and digital distribution have reshaped the landscape, so embrace technology and stay ahead of trends. Moreover, build solid relationships with artists, offering them more than just a platform, but guidance and long-term growth. Finally, never underestimate the power of storytelling—let your label’s narrative connect emotionally with your audience.