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A new Indian music label that blends human songwriting with artificial intelligence production tools is set to release its debut album on October 20. Raagverse, the label behind the project, will launch its first record, titled Janaa Hai Toh Jao, across all major streaming platforms including Spotify, Apple Music and YouTube Music.
A New Venture from Equinox Virtual
Raagverse is the latest project from Amita Madhvani, CEO of Equinox Virtual. She co-founded Equinox Virtual alongside Ram Madhvani. The company operates as the technology-focused arm of Equinox Films and Ram Madhvani Films, developing projects that use artificial intelligence and immersive technology.
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Madhvani has been exploring AI as a creative tool for some time. Her earlier work included Mohini – Khud Se Pyaar, a musical microdrama that Equinox Virtual produced using the technology. That experience shaped her thinking about where AI fits in the creative process. “What stayed with me from that experience was that technology could give us new ways to execute an idea, but the idea itself still needed to come from somewhere deeply human,” she said. “With Raagverse, I wanted to take that thought into music.”
Human Creativity at the Centre
The debut album contains three songs. Lyricist Mamta Javkar wrote all three tracks: the title song Janaa Hai Toh Jao, Koi Keh De Usse and Tere Liye. Each song begins with Javkar’s words and the emotional idea behind them. AI then enters as one of several tools used to shape that material into a finished recording.
However, the label makes clear that humans retain full creative control. Decisions about lyrics, mood and artistic direction remain in people’s hands throughout. Madhvani described the approach as collaborative rather than competitive. “It is not human creativity versus AI,” she said. “It is about seeing what becomes possible when human imagination leads and technology helps us take it somewhere new.”
Broader Plans for Raagverse and Equinox Virtual
Raagverse is registered as an intellectual property. Equinox Virtual plans to continue using it as a dedicated home for original music made through the same human-led, AI-assisted process. The label represents an ongoing commitment rather than a one-off release.
Meanwhile, Raagverse joins a growing slate of projects at Equinox Virtual. The company is also developing a virtual reality experience that draws on the Indian text Bhagavad Gita and incorporates AI. Together, these projects reflect the company’s broader goal: to use emerging technology to create original Indian content and new storytelling formats for a global audience.
