Raagverse, the new Indian music label that pairs human songwriting with AI production tools, will release its debut album “Janaa Hai Toh Jao” on October 20.
The label is the latest venture of Amita Madhvani, CEO of Equinox Virtual, which she founded along with Ram Madhvani. Equinox Virtual is the arm of Equinox Films and Ram Madhvani Films, which develops projects using artificial intelligence and immersive technology.
The first album has three songs: the title track, “Koi Keh De Usse” and “Tere Liye.” Mamta Javkar wrote the lyrics for all of them. “Janaa Hai Toh Jao” leads the release, which will be available on YouTube Music, Apple Music, Spotify and other major streaming services.
Raagverse is built on a creative process that holds people accountable by design. Each song begins with Javkar’s lyrics and the emotion or idea behind them. Artificial intelligence then comes into play as one of several tools used to transform this material into a finished recording. People decide on the lyrics, the creative direction, and the mood each track should convey.
Madhvani said her first experiments with AI as part of a broader creative process were with “Mohini – Khud Se Pyaar”, a musical microdrama Equinox Virtual made with this technology. “What I remembered from this experience was that technology can offer us new ways to bring an idea to life, but the idea itself still had to come from a deeply human place. With Raagverse, I wanted to bring this thought to music,” he said. “For me, that’s where it gets exciting. It’s not about human creativity versus AI. It’s about seeing what’s possible when human imagination leads and technology helps us take it somewhere new.”
Raagverse is registered as intellectual property. Equinox Virtual plans to continue using it as a home for original music made the same way, with software expanding what the team can do while keeping songwriting in people’s hands.
The tag joins a list that includes an AI-generated virtual reality experience on Equinox Virtual that draws on the Indian text “Bhagavad Gita.” The company’s aim is to use new technology to create new story formats and original Indian content for a global audience.