lives . The structure of her songs engulf you in a narrative which is impossible to ignore . It ’ s the right mix of haunting yet deeply comforting . It ’ s a truly original sound , which we feel has the legs to travel into global markets if distributed and marketed correctly . The producer , Qazi Mode , also has a very international sensibility . He has earlier produced records for Beyonce and multiple other international acts .
3 . How do you see Molfa Music shaping the landscape of Indian pop music ? What distinctive qualities do you hope to bring to the industry ? Our focus will primarily be around discovery of artists . The amount of young talent which is brewing in smaller cities and towns in India is dizzying . We have come across 14-15 year old kids who can sing and write beautifully . Some of them have built strong listener bases through Instagram and other streaming platforms . They still may go undiscovered by larger labels . That ’ s where we come in . These artists need a strong sense of A & R to develop their sound , and they need highly personalized distribution and marketing strategies . At Molfa , keeping in mind that storytelling is the most revered part of the communication process , we want to find innovative marketing ideas which can lead to wider discovery . Today , songs get discovered even when synced on TV Shows and Films , and with the amount of streaming content being produced , including our production slate at Jugaad , we find a very strong opportunity to bring sync licensing deals for our artists , and find innovative ways to monetise publishing .
4 . The music video for ‘ Two Thousand Eighteen ’ is beautifully crafted , capturing intimate moments in a relationship . How do you approach storytelling through visuals in your projects ? We are really proud of it . It ’ s been directed by Yuvraj Singh (@ yuvrajaago ), who is also just 24 years old . The idea was to create immersive visuals which sort of represent the quasi digital life which all of us live in 2023 . Ever since the pandemic , more of our life has gone online . Disappearing messages , voice notes , emojis , memes . The way we communicate with each other has totally changed . The mild anxiety you feel when someone is typing but doesn ’ t send a message , or worse deletes it before you can read it , is something which is so native to our time . We wanted the film to very much be a reflection of that .
5 . Can you tell us about your process for discovering and nurturing young voices across India ? You really have to keep your ears and eyes open . There is talent literally lurking around every corner of this country but yet can be difficult to find . One has to be patient and grow with an artist . You cannot expect that everyone will start belting out hits on day one . The idea is to find young singers and songwriters , give them a platform to create fearlessly , and then find a way to support and nurture their growth through strong storytelling .
6 . You mentioned a desire to take Indian voices and stories to the world , much like the global success of K-pop and Afrobeats . What steps do you envision taking to achieve this goal ? With genres like K-pop and afrobeat , they all represent something , and evoke specific feelings . K-pop gives you butterflies- it ’ s got attitude , there ’ s a sense of romance . Afrobeats is liberating ; it ’ s provocative , it ’ s stylish , but it ’ s also very rooted in culture . The idea is to build a narrative . Molfa is playful , Molfa is summery , Molfa is bursting with life . It ’ s candy floss by a beachside , it ’ s your first stolen kiss , and last bittersweet goodbye . It evokes the feeling of being young again .
7 . Your first release , Raman Sharma ’ s ‘ Jadui Puri ’, garnered attention . Could you tell us about the vision behind that project and how it sets the tone for future releases ? Raman has all the makings of a new-age Indian popstar . He ’ s incredibly charismatic , and his music is fresh ; it breaks the clutter with unique i-pop sensibilities . The vision was to leverage that charm , and create the archetype of a mythical candyfloss seller . The image of a young green-eyed boy , in colourful suits , carrying a candy floss tree , seemed very unusual to us . This is also the feeling the song evokesit ’ s sensational music that makes you shimmy . With his future releases , the vision is to preserve this dream-like feeling he brings alive in people . Your heart always skips a beat .
8 . With Molfa Music , you ’ re not just a music label but also creators facilitating stories for artists . How important is it for you to not only support the music but also the overall narrative and image of an artist ? Today , people have a miniscule attention window . The only way to be remembered , is to make people feel something . And this is why we build strong , relatable narratives around all of our artists . They each have their own little worlds , their personas are backed by lores .
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