Youtube is Saregama’s superpower—and its kryptonite

<p>2024 was a defining year for Saregama, one of India’s oldest music labels. </p><p>This is a company that has been around for well over a century. For a long time now, it has been associated with the kind of music your parents and grandparents grew up listening to – the classics, evergreen Bollywood numbers, Ghazals, Carnatic music…you get the drift.  </p><p><br /></p><p>But this year, something changed. Saregama made it clear that it was done banking on old melodies alone. It has been on a mission to make fresh hits. And that mission has largely been successful thanks to Youtube. </p><p>But there is a flip side to this strategy. In the Youtube-Saregama relationship, the former holds all the power. </p><p>Tune in. </p><p><br /><strong><em>Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. </em></strong><a href="https://the-ken.com/pricing/"><strong><em>Subscribe</em></strong></a><strong><em> for more exclusive, deeply-reported, and analytical business stories.</em></strong></p>