[embedyt] https://www.youtube.com/watch?v=UX2Xx4LIKSA[/embedyt]
Talking about other Independent artists as well to be a part of the VYRL Top 20 playlists, Vinit said, "Well, there are two types of artists - one who are exclusively signed on with us for non-film music and then there other kinds of artists who are not exclusively signed with us, but have done one or two singles with us." Sharing the challenges he has faced with the platform, Vinit shared, "Firstly, the willingness of the platform to support - be radio, TV, streaming platforms to support and believe in this culture of non-film music. Secondly, explaining artists - that this is not a one-song vision, and this is a long term vision, and the need for a commitment to each other is because none of this can be done overnight - Rome was not built in one day! It is a process, and that took a lot of explaining and understanding. Thirdly, nobody was doing it the way we were doing it. It always helps when there is a new category being built that there are more players in the game who contribute to it. If more competitors are doing it, then it becomes a sort of easier to make the category. Because the competition wasn't doing much, there was more of a challenge to achieve what we did." Talking about his process about working with the artists directly, Vinit said, "I think I'm a friend to them, I'm a mentor to them, and sometimes I'm a father to them. That's the kind of relationship that I share with them. Different points of time, you will end up playing different roles. It's not always about work. Today, for me the validation for all of this is that a lot of my artists today showed up here not because we asked them to come, it's because we as a label support our artists always and it was heart-warming to see that artists today came to my support and support what I was going to share about the VYRL story." Talking about pitching their artists to Bollywood for Film Music, he shared, "Well, a lot of our artist's original unreleased music has been used in Bollywood. We have made more than 16-18 tracks in the last two years. We don't make too much hue and cry about it, but as I said, I love Bollywood music. I think in this country Bollywood and Non-Film music will co-exist and we are an artist-first company - whatever helps our artists to grow, we will be willing to do that." Sharing plans about future projects, Vinit said, "We have an incredible roster of talent and a series of releases which are out there. In September we have three releases, and we are looking to maintain two to three releases every month from here onwards." [embedyt] https://www.youtube.com/watch?v=mOktQjQBJTU[/embedyt] Discussing the possibility of exploring other genres like Hip-Hop, he shared, "I think there two kinds of Hip-Hop - one is underground Hip-Hop which is going to sit well with Mass Appeal India which is our genre-focused venture. Then there is 'Hip-Pop' with artists like Badshah and Ikka. Hip-Pop has a home in VYRL. Ikka is an artist who is exclusively signed on with us. We will continue to work with him. There are a couple of other Hip-Pop music artists as well that are not signed with us that we will continue to work with." A promising successful venture – VYRL Originals. And what a year it is turning out to be for Universal Music India. It was inspiring to see how spirited Vinit was while sharing his thoughts, and I believe that we have a lot more to watch out for from him and his team.In an exclusive interview with Loudest.in, he discusses the evolving independent business and shares insights into the growth and vision....
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