Samarya Creation has announced the launch of Aumora Music, an independent, artist-first label, marking its entry into India’s music industry with veteran lyricist Sameer Anjaan as founding partner. The announcement was made at a press conference in Mumbai attended by top company leadership including Manoj Agarwal, Sunil Goenka, Narendra Ruia and Vikas Agarwal. Aumora Music enters the market with 19 tracks already live across over 150 platforms such as Spotify, Apple Music, JioSaavn and YouTube Music. Backed by Phonographic Digital Limited for global rights management, the label has over 150 original compositions lined up across genres including Bollywood, devotional, folk, rap and pop.
With a career spanning over four decades, Sameer Anjaan has written more than 4,000 songs and will actively shape the label’s creative direction. The label’s core team also includes composers Neil Gandhi and Niraj Vishwakarma, while its first marquee artist is rapper Jaexellejay. Samarya Creation said Aumora Music will leverage its integrated ecosystem spanning content production, creator platforms and esports infrastructure to provide artists with built-in audience access and cross-platform promotion.
In Kolkata, the city’s growing digital music consumption and strong cultural base could offer fertile ground for Aumora’s multi-genre catalogue, particularly in devotional, folk and contemporary independent music segments. The expansion of streaming platforms in Kolkata is expected to support the label’s strategy of reaching diverse audiences beyond metro-centric Bollywood markets. The company has outlined a roadmap till 2032, targeting over 500 original tracks, live concert IPs across major cities, and international expansion into markets such as the UAE, UK and North America.
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