Think Indie’s Exclusive Deal With Asal Kolaar’s ‘Paiya Dei’ Marks New Era For Tamil Rap

In yet another prominent release which is building further on the foundation of the Tamil music scene, Think Indie- the independent label under Think Music, is proud to announce an exclusive partnership with none other than Asal Kolaar, the dynamic Tamil rapper known for his powerful lyrics and bold artistry. This game-changing collaboration sees Asal’s highly anticipated new work, Paiya Dei—ushering in a new era of artistic control and unprecedented creative freedom.

‘Paiya Dei’ promises to be an auditory experience like no other, blending cultural roots with contemporary genius, and is set to redefine what audiences can expect from the Tamil music industry. This unprecedented collaboration sees Believe, one of the world’s leading digital music companies and majority stakeholder in Think Music and Think Indie, not just pushing boundaries but tearing them down entirely.

Asal is celebrated for his groundbreaking independent tracks, including the hit anthems "Jorthaale" and "Adi Odi." With his quirky, thought-provoking lyrics, he has carved out a distinctive niche in the hip-hop scene. His versatility further shines through his collaborations with renowned composers like Santhosh Narayanan and Anirudh Ravichander, where he brings his unique flair to film projects, showcasing his creative prowess and ability to transcend genres.

“As an artist, being signed to a label is just the beginning,” says Asal.  “The revolutionary step of releasing my music video directly on my own channel is a game-changer. I'm thrilled to be the first artist to receive this opportunity from Think Music. Their guidance has been instrumental in helping artists reach their milestones through such innovative initiatives. While I'm unsure if this has been done before, I'm incredibly proud to be among the first to experience it. I see this as a golden opportunity, one that not many artists might get. I intend to make the most of it and work diligently towards my next milestone of success. I'm eagerly looking forward to the upcoming songs in this series. The first track, "Paiya Dei," has been released, and I am filled with immense gratitude for everyone who helped make this possible. Cheers!” 

In a radical shift in artist-label collaboration, Asal’s exclusive deal with Think Indie puts the reins entirely in Asal’s hands, allowing him to oversee every aspect of his release. By empowering artists to take the wheel, Think Indie, solidifies itself as a beacon of innovation and a relentless supporter of artist independence. This marks the beginning of an extraordinary chapter for Tamil independent artists, redefining what it means to be an independent creator in today's digital-first world. 

"We see this partnership as a transformative moment that will forever change how Tamil independent music is created, released, and experienced worldwide," says Vivek Raina, Managing Director for India and South Asia at Believe. "Asal’s groundbreaking creativity, paired with our innovative artist development approach, will give artists like him the power to shape their own future. This is the dawn of a new era for independent artists ready to make their mark,” he adds. 

 “This is more than just a release; it’s a revolution”, says Santhosh Kumar, Vice President, Think Music. “Asal is setting the stage for a future where Tamil artists command the global spotlight, and we are beyond thrilled to be leading this evolution.”

With Think Indie standing firmly behind Asal, the label will amplify every note, every lyric, and every beat of this monumental release. Providing full-spectrum support—from marketing to distribution, and brand collaboration to audience engagement—Think Indie is transforming the very way independent artists connect with their fans.