Saregama India sees artificial intelligence as a long-term opportunity to reduce costs and accelerate content creation, but the music label says it will continue fighting unlicensed use of its catalogue. The company has also created two dedicated teams to use AI across content creation and internal operations.
Kolkata, November 12 — Saregama India sees artificial intelligence as a long-term opportunity to improve efficiency, reduce costs and accelerate time to market, while maintaining a firm stand against unauthorised use of its music catalogue.
Managing Director Vikram Mehra said during a recent earnings call that the company supports licensed AI innovation, but will continue to fight against unlicensed exploitation of its content.
Saregama is also adding safeguards against potential rights dilution and fraud to its new digital licensing agreements.
AI music gaining volume, not engagement
According to Mehra, consumer data and research indicate that AI-generated music is gaining traction mainly in terms of the volume of content being produced rather than actual listener engagement.
He said much of the limited AI-generated content that has attracted global attention consists of AI versions of existing hit songs.
For catalogue owners such as Saregama, the more immediate concern is therefore the unauthorised creation of AI covers and remakes using copyrighted songs, rather than competition from completely original AI-generated music.
Saregama tracking unauthorised AI versions
Saregama has invested in technology to identify AI-generated versions of its songs across streaming platforms.
Once such content is detected, the company can either acquire the rights to those versions or seek their removal.
At the same time, Saregama is proactively engaging with AI creators to explore opportunities to own and distribute authorised AI versions of popular songs from its catalogue.
The company favours a system in which AI versions are licensed, credited and paid.
Mehra cited moves by global music companies and streaming platforms towards models that recognise and compensate rights holders.
Two dedicated AI teams
Saregama has established two teams dedicated to using AI to improve efficiency and speed across its operations.
One team is focused on content creation and is using generative AI tools to develop podcasts based on the company’s songs and new-age music videos around older tracks.
Saregama plans to release around 100 hours of podcast content during the third quarter using these tools.
AI already helping reduce manpower costs
The second team is examining different processes across the company to identify areas where AI tools can improve operational efficiency.
According to Mehra, these initiatives have already resulted in marginal savings in manpower costs.
Saregama’s strategy therefore combines the adoption of AI for faster and more efficient content production with stronger protection of its intellectual property against unauthorised AI-generated covers and remakes.
