Yash Raj Films is making a fresh move in India’s music space, and it begins with a new voice. The studio has unveiled Raah Records, a new record label and artist incubator, with singer-songwriter Aman leading the first release under the banner through Jaadugari, which drops on August 5.
For a banner so closely associated with iconic film music, the decision feels like a natural but timely pivot. YRF has spent decades shaping the sound of mainstream Hindi cinema, and Raah Records now opens a separate lane for original music, one that is not tied to a film’s narrative but to an artist’s own identity and evolution.
Aman Opens Raah Records’ Artist First Journey
YRF has positioned Raah Records as an ongoing creative partnership rather than a label built around isolated releases. Aman is the first musician to emerge publicly from that process after spending a year collaborating with the team behind the new imprint.
Akshaye Widhani, CEO of Yash Raj Films, said, “Raah Records represents an important strategic expansion of Yash Raj Films’ music business. For over five decades, we have believed in identifying exceptional talent and creating platforms where creativity can thrive. As India’s independent music ecosystem enters a defining phase of growth, we believe great artists need more than distribution they need belief, time and long-term creative partnership. Raah Records is built around careers, not campaigns, bringing together world-class A&R, artist development, marketing and distribution to help original artists build lasting careers.”
The label will be led by Nakul Sharma, senior general manager, music management at Yash Raj Films, who has been steering its incubator model and A&R vision from behind the scenes. His role places him at the heart of the artist-building process, from early songwriting and production conversations to shaping how new talent connects with listeners.
Sharma said, “Raah Records was built on a belief that artists need time, they need trust, and they need the space to grow into who they already are. Our role is to stand beside them throughout that journey, helping them build lasting careers without losing what makes them unique. Aman is exactly the kind of artist we built Raah for, and ‘Jaadugari’ felt like a fitting way to begin his journey and the label’s.”
Yrf Sets Its Sights On India’S Indie Music Wave
With Jaadugari, YRF is not just launching a song, it is introducing the mood and ambition of an entirely new vertical. The bigger play here is clearly about discovering artists early, shaping their creative journeys, and giving them a platform that can grow with them rather than simply pushing out standalone singles.
That makes Aman’s debut feel like the opening note of a wider plan. YRF has already said more artists will join the roster in the coming months, suggesting Raah Records is being built as a living talent pipeline, one that could give the studio a fresh cultural footprint in a fast-changing independent music scene.
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