Music company Believe India has launched its fourth music imprint or label called BL/UR. Over the last few years, Believe India has built a multi-community talent incubation hub dedicated to identifying, nurturing and elevating independent talent in the country.

The artist-development powerhouse — according to a PTI report from New Delhi yesterday that quoted from a company press release — is rewriting the blueprint for Indian pop by launching BL/UR, an imprint designed to blur in-country and global boundaries with a fresh, modern sound.

The label will also serve as an exploration studio for artists and an alternative to commercial Bollywood music for listeners.

It has previously launched three genre-specific regional imprints, including ‘Neue’ (Punjabi), ‘Mahra Tora’ (Haryanvi), and ‘Think Indie’ (Tamil Independent).

Now, Believe is spotlighting its core philosophy of artist development in India through independent musicians’ signed tracks and EPs, exclusive to the imprint.

It includes the names of artists such as Sanju Rathod, known for ‘Gualbi Saadi’ and ‘Shaky’ and composer and producer Anurag Saikia, known for the track ‘Ishq Hai’.

“A new generation of Indian artists are growing up without looking at identity as local or global. Their influences move seamlessly across genres and cultures, and their music reflects that. BL/UR was created to identify and develop artists defining this new chapter,” Akhila Shankar, Director – Believe Artist Services (India and South Asia), said in a statement.

“The future of Indian pop will be shaped by the freedom to draw inspiration from everywhere while remaining unmistakably Indian,” she added.

Vivek Raina, Managing Director, Believe India and South Asia, said, “Our mission over the last two decades has been to democratise the music industry by giving artists the tools, platform and freedom to build audiences while staying true to their creative identity.

“BL/UR is a natural evolution of that vision. It reflects our belief that the future of Indian Pop lies in breaking down the boundaries between genres, sounds and influences, and giving artists the space to shape something entirely their own.”