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Independent Labels Changing Indian Music: Azadi Records and the Indie Wave

For decades, the Indian music industry was dominated by film soundtracks released by a handful of big labels. Independent music existed, but it rarely had the infrastructure to reach a wide audience. That began to change in the late 2010s, when a new wave of independent labels started building an alternative ecosystem — and Azadi Records became one of its defining names.

Azadi Records: Freedom as a Mission

Azadi Records was founded in 2017 by Mo Joshi and Uday Kapur. The label's name — "Azadi," meaning freedom — captures its mission: to release progressive, conscious music and give a platform to stories ignored by the mainstream. Based in Delhi, the label set out to support artists who focus on narratives of resistance, identity, and social justice, valuing authenticity over commercial success.

The Artists Who Defined the Label

Azadi's roster became a who's who of India's new hip-hop and conscious music scene. Its first release was Prabh Deep's "Class-Sikh," which received critical acclaim. The label discovered and developed hip-hop duo Seedhe Maut, rapper Prabh Deep — the first rapper to win a Toto Funds the Arts music award — and producer Sez on the Beat, who has worked with Indian rappers as well as international acts. Other artists associated with the label include Ahmer, Tienas, and Swadesi, whose music addresses social issues, identity, and life in contemporary India across multiple languages.

Building an Alternative Ecosystem

Azadi's impact went beyond its releases. The label received around 2,500 demos in 2020 alone, with Joshi listening to submissions and Kapur checking entries for authenticity. Its catalogue crossed hundreds of millions of digital streams, and Seedhe Maut's "Nanchaku" became the first release from an Indian independent label to be certified Gold. The label was named Indie Label of the Year by Indian music outlet Loudest Magazine. In 2023, Exceleration Music made a financial investment in Azadi Records — its first partnership in Asia — giving the label access to a global network while it maintained its independence.

What the Indie Wave Means for Artists

Azadi Records proves that an independent label can build careers without Bollywood, without compromise, and without waiting for permission from the mainstream. The indie wave it represents — labels rooted in specific scenes, languages, and stories — has opened doors for artists who would never have fit the old system. For today's independent artists, the lesson is clear: you do not need to chase the biggest label. You need the right label — one that understands your music and will fight for it.

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