Raagverse: New Indian Music Label Blends Human Songwriting with AI Production

“What stayed with me from that experience was that technology could give us new ways to execute an idea, but the idea itself still needed to come from somewhere deeply human,” said Amita Madhvani.

That realization underpins Raagverse, a new Indian music label that pairs human songwriting with artificial intelligence production tools to release its debut three-song album, “Janaa Hai Toh Jao,” on October 20, variety.com reported. The project is the latest venture from Madhvani, CEO of Equinox Virtual, which she co-founded with Ram Madhvani as the AI and immersive technology arm of Equinox Films and Ram Madhvani Films.

The Human Lyricist Behind the Tracks

The debut album features three tracks written entirely by Mamta Javkar: the title track “Janaa Hai Toh Jao,” alongside “Koi Keh De Usse” and “Tere Liye.” The release will be distributed across major streaming platforms including YouTube Music, Apple Music, and Spotify.

Inside the AI Production Workflow

The label’s operational framework relies on a distinct division of labor. Each song begins with Javkar’s words and the underlying emotional direction. AI is subsequently deployed alongside other digital tools to shape the raw material into a finished recording. Human decision-makers retain absolute control over the lyrics, creative direction, and overall mood of every track.

Madhvani noted that her initial experiments with AI in a broader creative context took place during the production of “Mohini – Khud Se Pyaar,” a musical microdrama developed by Equinox Virtual.

Raagverse Provides Foundation for Future Original Music

Raagverse is officially registered as an intellectual property, establishing a permanent structural foundation for Equinox Virtual to release future original music through the same methodology. The company aims to use software to expand production capabilities while keeping the core songwriting strictly in human hands.

Equinox Virtual Develops AI Virtual Reality Experience

The new music label joins an active development slate at Equinox Virtual. The company is simultaneously building a virtual reality experience utilizing AI that draws inspiration from the Indian text “Bhagavad Gita,” with the broader objective of developing fresh story formats and original Indian content for global audiences.

“It is not human creativity versus AI,” Madhvani stated regarding the label’s philosophy. “It is about seeing what becomes possible when human imagination leads and technology helps us take it somewhere new.”