In the vibrant landscape of the South Indian music industry, where film soundtracks and mainstream pop often dominate the scene, Think Indie has emerged as a breath of fresh air. Founded in 2020, it is a music label and platform dedicated to promoting independent artists in India. A division of Think Music, a well-known music company in South India, Think Indie as a platform is dedicated to discovering, promoting, and empowering independent artists, providing them with a much-needed space to showcase their unique talents.
The brainchild of Think Music, a leading music label in South India, Think Indie was born out of a desire to revolutionize the Indian music industry. “We saw a gaping hole in the industry for artists who refused to be bound by convention,” explains Magesh, who heads Think Indie. “We wanted to create a space where these fearless individuals could experiment, innovate, and forge their own path.” What sets it apart from other music platforms is its focus on grassroots artist development and fostering a supportive community. Unlike others who chase viral successes, Think Indie identifies and nurtures raw talent from the ground up, investing in their artistic growth and long-term success.
This doesn’t mean they haven’t had any viral successes. They were the platform that released and amplified tracks like ‘Kaathu Mela,’ ‘Aasa Kooda,’ and ‘Katchi Sera.’ At the same time, their long-term vision is to cultivate a thriving environment where fans deeply connect with indie artists, live music culture flourishes, and collective growth drives the industry forward. “We believe that a single label or artist cannot single-handedly effect change,” says Magesh. “It requires a unified movement.”
When asked how he defines “independent music” in the South Indian context, Magesh had an interesting perspective. He described it as a “movement that breaks free from the dominance of film soundtracks.” It’s about artists taking control of their own music, producing and creating without the influence of the film industry. “It’s about innovation, creativity, and self-expression,” he says. “We’re not just talking about creating a new scene; we’re talking about creating a new ecosystem.”
Think Indie as a platform provides services such as marketing, promotion, and distribution. Speaking more about it, Magesh says, “We believe that the artist’s journey is just as important as their music. That’s why we put the spotlight on artist discovery, crafting a personalized promotion strategy that showcases their unique story, style, and brand. We’re dedicated to empowering indie artists to shine bright, and our tailored approach includes Artist-first promotion, multi-channel activation, on-ground experiences, and visual storytelling.”
As with building any platform, Think Indie had its own challenges. In the initial stages, they faced significant hurdles, particularly being overshadowed by the dominant soundtrack industry. “It was tough to make our voice heard and convince people of our vision,” recollects Magesh. “But we didn’t give up. We believed in our mission to empower independent artists and persisted, even when progress was slow. Those early struggles taught us valuable lessons and made us stronger. We learned to adapt, innovate, and stay true to our core values. Today, we’re proud of what we’ve achieved and continue to push boundaries, inspiring a new generation of artists and music lovers.”
The platform, as previously mentioned, has already made a significant impact on the Indian independent music scene. Artists like Vaisagh, Paal Dabba, and Sai Abhyankkar have achieved remarkable success under Think Indie’s guidance. Sai Abhyankkar, in particular, who became an internet sensation had his tracks topping global charts.
Reminiscing about the day Abhyankkar approached them, Magesh recollects, “I still remember the day we met Sai Abhyankkar in December 2021. He was just 16, but his talent was undeniable. He played us his entire set of scratches at his studio, and I knew right then and there that this kid was going to do something special. I told him, ‘Sai, I think “Katchi Sera” is the one.’ He trusted my instincts, and we went for it. And boy, did it pay off!” ‘Katchi Sera,’ a game-changer for Tamil music, hit number one on Spotify’s Global Viral Charts – a first for any Tamil track, film, or indie. Just six months later, he dropped “Aasa Kooda”, and it blew “Katchi Sera” out of the water.
Magesh, when asked what he thinks is the biggest challenge plaguing Indian independent musicians says, “Honestly, I think the biggest challenge indie musicians face in India is that they’re not given enough time to grow. I mean, look at Sabrina Carpenter – she released six albums before she finally broke through! But here, record labels often decide an artist’s fate with just one or two tracks. It’s like, come on, that’s not enough time to develop a sound, build a fanbase, or even figure out who you are as an artist!” Artists at Think Indie are given the space to take their time and experiment to evolve without the pressure of instant success.
Think Indie has thus emerged as a beacon of hope for aspiring independent musicians in India. With its commitment to nurturing talent, empowering artists, and fostering a supportive community, the platform is paving the way for a brighter future for independent music in the country.
