Sameer Anjaan Launches New Music Label Aumora Music Focused On Real Artist Expression

Samarya Creation has officially launched its new music label, Aumora Music, at a grand event in Mumbai, marking a significant addition to India’s evolving music ecosystem. The launch, however, extended beyond the unveiling of a label, spotlighting an inspiring journey of a young rapper who transitioned from working as a delivery rider to stepping into the music industry with mentorship from Sameer Anjaan.

Positioned as an artist-first platform, Aumora Music aims to create a space for authentic expression across genres. Sameer Anjaan, a Guinness World Record-holding lyricist with over 4,000 songs across more than 640 films, serves as the founding partner and creative force behind the label. He emphasized that the initiative is focused on building a meaningful creative ecosystem rather than chasing volume-driven success.

Currently, the label is live across 150+ platforms with 19 tracks, while over 150 original compositions are in the pipeline. Its catalogue will span multiple genres, including Bollywood, devotional, folk, children’s music, rap, and contemporary pop.

The launch event brought together a wide mix of emerging artists, creators, and industry stakeholders. Among the highlights was the story of a young rapper whose journey from a delivery job to becoming a voice of social commentary resonated strongly with attendees, reflecting the label’s commitment to nurturing grassroots talent.

Creative direction at Aumora Music is led by musicians Neil Gandhi and Niraj Vishwakarma, both of whom come from unconventional professional backgrounds. The duo outlined plans to offer not just opportunities, but also mentorship and long-term support for artists.

Manoj Agarwal, Managing Director of Samarya Creation, noted that the label is built on an artist-first philosophy, aiming to reshape how talent is discovered and developed.

The conversation at the event also touched upon the growing role of technology in music. While acknowledging AI’s increasing influence, Sameer Anjaan underscored the irreplaceable role of human emotion in artistic creation.

A live showcase by Aumora Music artists further highlighted the label’s diverse sonic direction, featuring performances across contemporary, devotional, and rap genres.

Looking ahead, the label has outlined an ambitious roadmap for 2026–2032, focusing on music publishing, live performances, and artist development. Plans include releasing over 500 original tracks by 2028, touring major Indian metros, and expanding to international markets including the UAE, the UK, and North America.

Digital distribution will be managed by Phonographic Digital Limited, enabling the label to scale its reach while ensuring value-driven monetisation for artists.

With its blend of storytelling, mentorship, and strategic growth, Aumora Music positions itself as a platform aimed at empowering the next generation of artists while redefining the contours of India’s music landscape.