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While Gen Z and Millennials love "Old Bollywood" playlists, they often lack the context that the older generation possesses. They hear the song, but they don't know why Kishore Kumar laughed during a recording, or how R.D. Burman created a specific sound with bottles and sticks. The magic of the "story behind the song" is dying with the older generation.

: This AI-powered app by Saregama serves as a personal vocal teacher, using AI to provide real-time feedback and text-based guidance to help users learn Indian classical and film music. saregama

In 2017, Saregama was in trouble. Streaming had arrived (Gaana, JioSaavn, Spotify), but the elderly demographic—the people who actually remembered the lyrics to "Lag Ja Gale"—didn't know how to use an app. They were dying off, and with them, the memory of the analog era. While Gen Z and Millennials love "Old Bollywood"

Consider the When a Bollywood film flops, its music disappears from the charts. But the Saregama catalog grows every year. A child born in 2020 discovering Sholay in 2030 will stream "Mehbooba Mehbooba." Saregama gets paid for that. Every time a politician uses "Mere Desh Ki Dharti" at a rally, Saregama gets paid. The magic of the "story behind the song"