Manorama Music, based in Kochi, Kerala, is the electronic media division of The Malayala Manorama Company Pvt. Ltd.,one of India’s largest media conglomerates. Established as a leading music label, it produces and distributes a diverse range of content — from film soundtracks, devotional and classical music to children’s songs — across Malayalam and other South Indian languages.
A pioneer in animated content for children, Manorama Music operates dedicated kids’ channels in multiple Indian languages, including Tamil, Telugu, Kannada, Hindi, Bengali, and Marathi. With a strong digital presence on platforms like Spotify, iTunes, Amazon Music, and JioSaavn, the label continues to play a vital role in preserving and promoting India’s rich regional music heritage.
Khanak in an engaging conversation with the label’s Music Content Head, Jenin Job, brings forth the driving forces behind its continued success.
Q You have a long print and broadcasting history as a brand. How did it influence the formation and evolution of Manorama Music?
A Our roots in print and broadcasting gave us a deep understanding of audience preferences and storytelling. When we launched Manorama Music, we brought that same ethics — authenticity, quality and emotional connection — into the world of sound. The credibility of the Malayala Manorama Group provided a strong foundation, while our media experience helped us adapt quickly to changing formats, from cassettes to streaming.
Q. How does Manorama Music plan to adapt traditional Malayalam music to appeal to younger and global audiences without losing its essence?
A We approach this through thoughtful fusion and presentation. Traditional sounds are being reimagined with contemporary arrangements, global collaborations and innovative visuals. Our goal is not to dilute the essence of Malayalam music but to contextualise it for newer audiences — for example, reviving folk and classical forms through digital storytelling and cross-genre reinterpretations.
Q. Tell us about the phenomenal growth of your YouTube channels and its impact on your global listener base?
A Our YouTube presence has grown exponentially, crossing billions of views and millions of subscribers across multiple channels. This digital reach has connected us to the Malayali diaspora worldwide, making Manorama Music a cultural bridge. It also enables instant feedback, allowing us to fine-tune content that resonates with both nostalgic listeners and the younger digital-native generation.
Q. You have a diverse catalogue covering film songs, devotional albums, classical music and poetry recitals. Is there any particular genre you’re focusing on?
A While we continue to strengthen our devotional and film music portfolios, we’re also investing heavily in independent and children’s music. We believe in maintaining a healthy balance — nurturing heritage genres while encouraging new creative voices that represent modern Kerala.
Q. The collaboration with Kerala Blasters ‘Yennum Yellow’ was truly incredible. Are there any such new liaisons in the offing?
A Yes, collaborations like Yennum Yellow inspire us to experiment with music that goes beyond entertainment — into identity and emotion. We are exploring similar partnerships with cultural, tourism and sports initiatives that celebrate Kerala’s spirit and global appeal.
Q. Self-publishing platforms and independent labels are also mushrooming fast. How do you plan to handle this competition?
A We view it as healthy competition. The rise of independent artists has expanded the ecosystem and we’re partnering with many of them. Our strength lies in curation, promotion and long-term artist relationships — qualities that independent creators still value. We’re also providing digital distribution and production support to emerging talents.
Q. Can you describe a major strategic decision you made for the company and its impact on growth or brand value?
A One major step was our early digital transformation — investing in YouTube, OTT and social platforms before the digital boom. This foresight helped us stay ahead of the curve and ensured that Manorama Music remained a trusted, visible name even as the industry shifted from physical to streaming formats.
Q. Given the rich musical heritage of Kerala, what do you think is your role in preserving and promoting it?
A Preservation and innovation go hand in hand. We are digitizing rare archives, supporting classical and folk projects and producing content that educates the next generation about Kerala’s musical traditions. At Manorama Music, we also ensure that our heritage is preserved in digital form for the younger generation. For example, we have undertaken the monumental task of digitizing sacred and classical works such as the Rigveda, Samaveda, Yejurveda, Ramayana, Srimad Bhagavatham, Devi Bhagavatham, Narayaneeyam etc. These projects are highly cost-intensive, yet we consciously invest in them as part of our commitment to safeguarding India’s spiritual and cultural legacy for the future. Our role is to be both a custodian and a creative catalyst — ensuring that tradition continues to thrive in modern formats.
Q. Tell us about your rich children’s music catalogue — Magic Bunny, Jumbochan. How did you go about building it?
A We noticed a lack of high-quality Malayalam children’s content and decided to fill that gap. Magic Bunny and Jumbochan were born from a desire to make music educational, engaging and rooted in local culture. We blend fun melodies with positive values, creating a space where kids can connect with language and rhythm.
Q. How does the company identify and nurture new musical talent and what has been your role in this process?
A We scout talent through online platforms, collaborations and open submissions. Once we spot potential, we offer guidance in production, marketing and creative development. We believe mentorship is key — helping artists understand both the art and the business of music.
Q. What are the biggest challenges facing the regional music industry today and how is Manorama Music equipped to handle them?
A Monetisation and visibility in a crowded digital space are major challenges. We tackle this through robust digital strategy, metadata optimisation and partnerships with global streaming platforms. Our brand heritage also ensures trust and discoverability — vital assets in today’s fast-moving ecosystem.
Q. How do you balance commercial success with supporting less mainstream, culturally significant genres of music?
A It’s a balancing act we take pride in. Popular genres sustain the business, while our cultural and classical projects preserve Kerala’s artistic identity. We treat both as essential — the former funds the latter and together they define our brand’s integrity.
Q. Cross-genre experiments are common in the Malayalam music industry. How are you responding to this development?
A We actively encourage fusion and experimentation — classical with electronic, folk with rap, devotional with contemporary orchestration. These projects attract younger listeners while showcasing the depth of Malayalam music. Innovation keeps the art form alive.
Q. How is technology shaping the future of Manorama Music, especially in terms of distribution and rights management?
A Technology is at the heart of our operations — from content analytics and rights tracking to AI-assisted curation. We’ve implemented robust digital rights management systems with the help of IPRS to protect creators and ensure fair royalties. This data-driven approach helps us make smarter creative and business decisions.
Q. Can you share examples of digital innovations or new business models you have implemented or are planning to implement?
A We’re exploring immersive music experiences, our investment in short-form content and podcasting is opening new revenue and engagement streams. We don’t just release a song on YouTube. We create a multi-platform strategy. A catchy 30-second hook is released as an Instagram Reel first to build hype. This is followed by a “Lyrics Video” on YouTube Shorts and finally the full music video. This staggered approach maximizes reach and engagement.
We ensure our music—be it a Mappila Paattu or a contemporary Malayalam pop song—is available on all major international platforms like Spotify, Apple Music and Amazon Music. This allows the Malayali diaspora worldwide to connect with their culture and helps us find new, non-Malayali listeners who are discovering the richness of our sound.
Q. What are the most important values that define Manorama Music and how do you maintain these in your leadership?
A Integrity, creativity and cultural responsibility define us. We believe music is not just a product but a legacy. As leaders, we maintain these values by empowering our teams, supporting artists and making decisions that balance innovation with tradition.
Q. What is your vision for Manorama Music over the next five years, especially in the evolving digital and streaming landscape?
A Our vision is to make Malayalam music global — to bring the soul of Kerala to the world stage. Over the next five years, we aim to expand our digital ecosystem, collaborate with National and international artists and create platforms that nurture the next generation of musicians while keeping our roots intact.
We want to explore possibilities of music projects where the composer is in Thrissur, the singer is in Dubai and the guitarist is in Chennai. Using cloud-based sessions and high-quality remote recording tools, we want to break geographical barriers to bring the best talent together, a model that became essential and one we want to be in and refine.
Vibhav Rao
