Saregama Backs AI Innovation, Vows Action Against Illegal Music Use

Saregama India sees artificial intelligence (AI) as a long-term opportunity to reduce costs and accelerate time to market, while maintaining a strict stance against the unauthorised use of its music catalogue.

Speaking during the company's recent earnings call, Managing Director Vikram Mehra said Saregama supports licensed AI innovation but will continue to protect its intellectual property against unlicensed exploitation.

Mehra noted that AI-generated music is gaining traction largely in terms of content volume rather than listener engagement. He added that much of the AI-generated music attracting global attention comprises versions of existing popular songs.

He said the company has invested in technology to track unauthorised AI covers and remakes across streaming platforms, enabling it to either acquire the necessary rights or seek their removal.

Saregama is also engaging with AI creators to explore opportunities to own and distribute AI-generated versions of its popular catalogue.

Highlighting the industry's evolving approach, Mehra pointed to Universal Music Group's stance on differentiating payments for AI-generated and human-created music, along with Spotify's efforts to develop licensed remix and cover features.

He said Saregama is advocating a model where AI adaptations of its catalogue are licensed, credited and fairly compensated.

The company has also established two dedicated teams to leverage AI for improving operational efficiency and accelerating business processes.