Saregama is using generative AI to give old songs new videos

Saregama is testing generative AI as a way to create new videos for older songs in its catalog. The Indian label often owns the recording and composition but not the original film footage, leaving popular music without visuals it can freely republish or adapt.

Managing director Vikram Mehra told investors that shooting replacement videos had not made economic sense for much of the catalog. He said an AI-made video could cost around INR 70,000 — roughly $740 — making a new visual release possible for songs that would never justify a conventional production budget.

The company described two audiences. Older listeners can hear the original recording with a contemporary video. For younger audiences, Saregama may also update the instrumentation while keeping the underlying composition and pair that version with new visuals.

A catalog use case, not another generator launch

The interesting part is the starting asset: a recording the label already controls. Generative video is being used to fill a missing rights and production layer around existing music, not to replace the song itself.

This remains a plan disclosed in an earnings call rather than evidence that thousands of finished videos work with audiences. The next useful signals will be published examples, viewing data and clear disclosure of which visual and musical elements were generated or changed.