Vikram Mehra on Saregama's Evolution: From Iconic Music Label to Global Entertainment Powerhouse

by  Niddhi Sharma Industry Watch | January 6, 2025 | Interview

Saregama India Vikram Mehra

Saregama India, a name synonymous with the rich legacy of Indian music, is breaking new ground by evolving from a traditional music label to a holistic entertainment powerhouse.

With a vision to become India’s largest entertainment company, Saregama has ventured into live event curation, complementing its already robust portfolio in film and non-film music. Guided by its ‘artist-first’ mission, the company aims to empower artists to reach wider audiences and foster deeper connections through live experiences.

A standout milestone in this journey has been the collaboration with Punjabi megastar Diljit Dosanjh. Over three years of partnership, including his blockbuster India tour "Born to Shine" and shows across the US, Canada, and Australia, Saregama’s LIVE division has established itself as a leader in large-scale, international-standard productions. The recent "Dil-Luminati" tour further solidifies this reputation, underscoring the company’s dedication to delivering 360-degree entertainment experiences.

In an exclusive interview with EVENTFAQS Media, Vikram Mehra, Managing Director of Saregama India, discussed the company’s recent foray into live events, marking a strategic evolution aimed at placing artists at the heart of the entertainment ecosystem.

Could you take us through the journey behind Saregama's strategic move into live events, particularly monumental showcases like Diljit Dosanjh's concerts?

As a music label that is evolving itself into a content creation company, ‘Live’ is an essential piece of the puzzle where our mission is ‘artist first’. We want to enable artists to reach a larger fanbase. We already have a reputable foothold in film and non-film music both commercial & regional. Some of our recent notable successes include chart-topping film albums like Stree 2, Bad Newz and Amaran, as well as non-film hits such as Morni with Badshah. We also have a dedicated vertical that focuses on talent management with artists like Paradox, Daler Mehndi, Tony Kakkar, etc. in our roster just to name a few. LIVE is a great addition and a step in the direction of offering 360 entertainment solutions for audiences at the same time a holistic approach for an artist working with us who wants to grow both content and audience base.

With Diljit, we have a longer association, working with him for over the last 3 years with shows across US, Canada, Australia, including his previous India tour Born to Shine and his growth is inspiring. Going forward we want to continue doing shows and create IPs that speak to audiences across age groups in various regions of India and internationally.

What were some of the key challenges you encountered while transitioning Saregama from a music production powerhouse to live event curation? How did you navigate this shift to create a seamless blend of music and experiential storytelling?

It’s not a transition but the next step in our journey to become the biggest entertainment company of India. We were, and continue to be, an artist-first company with the primary aim of helping artists grow. LIVE is a relatively recent addition to our portfolio of services, and we believe it enhances our ability to deliver value to both our artists and audiences.

Running a LIVE events vertical comes with its own set of demands, such as a strong artist network, skilled resources capable of managing grand-scale productions, and deep technical know-how. Fortunately, many of these are already core strengths of Saregama, and we’ve capitalized on them to seamlessly integrate LIVE events into our existing offerings. This approach allows us to create impactful experiences that blend music and storytelling while staying true to our commitment to our artists and their audiences.

Saregama is known for its diverse music catalog. How are you leveraging this to expand into regional live events & what steps are you taking to tap into regional markets and cater to varied linguistic and cultural preferences?

Saregama's diverse music catalog uniquely positions us to tap into India's growing demand for localized content. With consumption patterns increasingly favoring regional preferences, we see immense potential in engaging diverse linguistic and cultural audiences.

From a LIVE events standpoint as well, we’ve developed IPs tailored to regional markets. For instance, our successful Yeh Shaam Mastani with the legendary Zeenat Aman, celebrating Bollywood nostalgia, is being planned for Tier-2 and Tier-3 cities. Similarly, our subsidiary, Pocket Aces’ talent Viraj Ghelani's sold-out stand-up comedy shows were a hit among Gujarati-speaking audiences in Mumbai, Gujarat, and even in the UK. We’re also collaborating with Satinder Sartaaj, who resonates strongly with Punjabi-speaking audiences in northern markets. Of course, there’s the Dil-Luminati tour with Diljit, which has a nationwide appeal.

Looking ahead, we’ll continue creating IPs tailored to regional tastes, collaborating with artists and local partners to deliver authentic, localized entertainment experiences. The opportunities are immense, and we’re ready to seize them.

In what ways is Saregama empowering artists beyond traditional music releases?

Our focus is to facilitate artists' growth. It’s not just about releasing music—it’s about building their journey.

We work closely with our artists to produce content when needed, whether it’s film or non-film music, and back it with powerful marketing strategies to maximize impact. Beyond that, our Artist Management vertical is designed to manage and grow their LIVE shows business. We’re proud to work with legends like Daler Mehndi and Gen Z audience favorites like Paradox, and this roster is only expanding. Within this vertical, we also have a Talent Management division that identifies fresh talent and nurtures them holistically - be it vocal training, styling, stage presence, etc. - helping artists not just make music but become brands in their own right. Maahi, Arjun and Pragati are our first set of talent who are starting ground up and reaching for the skies in the years to come. Again, the Dil-luminati tour which is the biggest tour in the history of live events in India, is a testament of our capability to pull off massive, international standard live production in India and it’s our goal to do more such international level shows with more artists

And now, with the addition of Pocket Aces, we’ve also expanded our ability to connect artists with brand deals, creating a 360-degree approach that empowers them with the resources, platforms, and opportunities to thrive. To sum up, we are no longer a traditional label —we’re partners in artists’ growth.

How pivotal is brand endorsement in shaping your strategy for live events? Additionally, what role does Saregama play in facilitating impactful brand collaborations for artists like Diljit Dosanjh, ensuring a harmonious blend of music and marketing?

Brand collaborations and sponsorships are crucial for any event to be successful. We’ve had brands like Pepsi, Royal Challenge soda, HSBC, HDFC bank, Kingfisher Packaged Drinking Water, Lemon - the investment app, Levi’s, Johnnie Walker Refresher Mixer Non-Alchoholic, etc. that have partnered with us in the past.

When we curate events or IPs, we ensure that they cater to a variety of audiences, making them attractive to brands. For instance, when creating Disco Dancer, an international musical, we targeted a slightly older demographic, while a ‘Say Cheese Grandpa’ is attractive for brands that want to speak to kids and their parents.

Diljit, as an artist, is uniquely positioned to appeal to pan-India audiences across age groups—both young and old. With the Dil-Luminati India tour, our strategy has been to onboard big-ticket, pan-India brands that not only elevate the existing stature of the artist and the show but also align with their objectives. We work closely with these brands to craft solutions that help them achieve their goals through event partnerships, while simultaneously driving measurable ROI for them.

With the tremendous success of Diljit Dosanjh’s shows, are there plans to spotlight other remarkable artists in your upcoming events?

Absolutely! While Diljit Dosanjh’s shows have been a tremendous success, we wish to double down on the success with concerts / live event properties that cater to a market need gap and add on to the unique strengths of each artist. We’ve also had great success on LIVE shows with other artists like DIVINE, Javed Akhtar, Zeenat Aman, to name a few.

A big part of our strategy moving forward will also be to tap into regional markets.There’s an increasing demand for out of home experiences in Tier 2 and tier 3 markets, and we’re keen to design experiences that resonate with audiences on a more local level. For instance, we’re excited about the upcoming tour with Satinder Sartaaj who will bring his soulful music to fans across cities like Indore, Kolkata, Ludhiana, Chandigarh, etc. amidst other cities. This is just one of the many ways we’re embracing regional experiences and catering to varied tastes and cultural nuances in our live events.

Additionally, is Saregama exploring opportunities to expand its live event footprint internationally, collaborating with Indian or global talents to reach a wider audience?

We’ve already taken our IPs and shows internationally with Disco Dancer - The Musical and Viraj Ghelani’s That’sSoViraj in the UK. Over the last 3 years we’ve done concerts with Diljit Dosanjh across US, Canada, UK, Australia and the recent one in Abu Dhabi. We will continue expanding both in Indian and global markets with unique, tailored experiences, and elevate the live event space.

Saregama has long been a name synonymous with iconic music. Are there any exciting intellectual properties or innovative ventures in the pipeline that extend beyond your musical legacy?

At Saregama, we’re always looking for exciting opportunities to evolve and expand beyond our musical legacy. One such example is our collaboration with MTV Hustle, where we’re tapping into the vibrant world of hip-hop, giving rising talent a platform and further strengthening our foothold in new genres. I have already mentioned the Satinder Sartaaj India tour.

Our focus is on creating innovative and diverse properties that resonate with global and regional audiences alike. We’re committed to maintaining a high standard in live events, ensuring that we continue to provide complete entertainment solutions that go beyond music. The future is bright for Saregama, and we’re excited to keep pushing boundaries and creating unforgettable experiences.