Jiosaavn is paying indie artists advances via new distribution option, AO Labs

India-based JioSaavn’s in-house label and artist services division Artist Originals has launched a new direct distribution service for indie artists called AO Labs.

AO Labs, states a press release from JioSaavn, “is designed to support talented artists who are not in a position to, or choose not to, work with record labels”.

AO Labs artists are chosen by direct referral or via an online demo submission email system, with music and tracks being picked on the basis of “quality, potential, and readiness for release”.

Submissions are open now and artists can submit their demos directly to the labels A&R teams in New York and Mubai via AO Labs.

According to JioSaavn, artists whose tracks are selected will receive upfront payment, marketing support, digital tools and access to data through the streaming service’s Artist Insights dashboard.

In addition, the chosen artists will gain access to Artist Original’s global distribution channels, which go through Sony-owned The Orchard.

Artists will also have the option to use JioSaavn’s other creative services for an additional fee.

Speaking about AO Labs, Hiba Irshad, Director of A&R at Artist Originals, said: “We wanted to create a space where new independent artists are equipped with the tools to succeed long term in the music space.

“Our aim with AO Labs is to empower artists, particularly those who are just beginning their journey as career musicians by offering our global distribution, marketing services to help to craft a blueprint for their records.

“This program intends to find and provide a platform for the next generation of independent artists.

“We started Artist Originals four years ago to launch independent artists on a global platform, focusing on artist development and strategic partnerships. AO Labs is a new initiative for emerging talent in the beginning days of their career.”

JioSaavn introduced Artist Originals in 2017 to release and market tracks and albums by South Asian musical talent.

The AO platform is described as ‘the first full-spectrum streaming label and artist platform to develop, distribute and market South Asian talent from around the world’.

Last year JioSaavn CEO Rishi Malhotra told MBW: “What we’re doing with Artist Originals is very unique; very much like Netflix having its own original studio, but in the music world.”

“We wanted to create a space where new independent artists are equipped with the tools to succeed long term in the music space.”

Hiba Irshad, Artist Originals

This week will see AO Labs release five tracks including Punjabi hip-hop & blues fusion song Kinu Mai Sunaava by Burrah (Jasdeep Singh) and urban pop track Anomaly from TRISHES, a project by Trinidadian-American Trish Hosein.

The accelerator program will also see releases from singer-songwriters Abhilash Gupta with Kannada pop-ballad Andaju Meerida and Hindi pop tracks Yeh Judaai by Arjun Tikadar (pictured) and Siddhant Kochar’s Main Hoon Parinda.Music Business Worldwide

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