MUMBAI: Original music will now play on radio and Big FM will be initiating this. The radio station is promoting original music this Navratri. In fact, recently Big FM recorded nine Sufi-folk songs, composed in unique styles of nine female artists for Big FM’s Suron Ki Naun Deviyan for Navratri.  

Also Read: Big FM to celebrate Navaratri with a musical 9 Day extravaganza 'Suron Ki Nau Deviyan'

The brand plans to continue this exercise for which it has invested in, music production studio and composer. One of Big FM’s music properties ‘Studio 927’ launched in December last year. This is where artists come with a pair of their favourite Hit Thhe Hit Rahenge songs of the same energy and mood. This is not an unplugged rendition but a packaged finished premium mashup of the best hit songs. 

“Recreation is the future of music industry and on the basis of this parameters; we are a platform for an independent artist. We give artists opportunities to showcase their talent. This does not just include new talent but also known Bollywood faces like Harshdeep Kaur, Sasha Tirupati, Prajakta Shukle and more,” said Big FM National programming head Atul Razdan.

“Music is the core of our business. The music industry has grown in the last 10-15 years and radio has always had something to contribute to the growth. Creating music of our own is not an easy task; it takes a lot of time and innovation on daily basis. We conduct conferences at least once a month which is a good brainstorming session for us too. We try to find a conference point to support artiste, create a new sound, can be within the consumer and his insights and make some money,” said Big FM CEO Tarun Katial in a session at All About Music. 

To encourage new talent Big FM has associated with Doopaadoo, a Tamil independent music company and is on a lookout for an independent music talent company in Mumbai.