# Saregama, India’s oldest label, is using AI to make music videos for songs whose visuals it never owned – and refresh its catalog for Gen Z

- URL: https://talkfuse.com/story/saregama-indias-oldest-label-is-using-ai-to-make-music-videos-for-songs-whose-visuals-it-never-owned-and-refresh-its-catalog-for-gen-z/
- Published: 2026-08-05T16:45:26+00:00
- Updated: 2026-08-25T05:17:00+00:00
- Original publisher: Music Business Worldwide
- Original article: https://www.musicbusinessworldwide.com/saregama-indias-oldest-label-is-using-ai-to-make-music-videos-for-songs-whose-visuals-it-never-owned-and-refresh-its-catalog-for-gen-z/
- Topics: AI, Asia, Business, Companies, Entertainment, Music, Technology, World

## Key points

- Saregama uses AI to make videos for old songs lacking original footage
- Cheap AI videos, from around $740, target both older and Gen Z fans
- Label also testing AI podcasts while opposing unlicensed AI music use

## Summary

Saregama, India's oldest record label, is using generative AI to create new music videos for older songs in its catalogue where it holds the recording and composition rights but never owned the original film footage. Managing Director Vikram Mehra explained that videos for many 1960s and 1970s film songs were never made or sold to labels, leaving a gap in Saregama's back catalogue that AI can now fill cheaply, potentially opening up commercial opportunities that previously did not exist.

Mehra said an AI-generated video could cost as little as INR 70,000 (around $740), making the approach viable for the first time. The strategy targets two audiences: refreshed, contemporary-looking videos with original audio for older listeners, and reworked audio with new instrumentation and visuals to appeal to Gen Z. Saregama is also experimenting with AI-assisted podcasts built around its songs, while maintaining that it opposes unlicensed use of its music by AI tools. The label's catalogue spans roughly 180,000 songs, with 60% of its 2026 fiscal year music revenue coming from post-2000 releases.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.