India’s biggest music company, T-Series, is now experimenting with AI-generated music videos, marking a significant shift in how music is being presented visually. Recent releases like “Naam Hain Tera Tera” and AI reimaginings of classics show that AI can create cinematic, expressive visuals that match the mood of a song, often faster and at a fraction of traditional production costs. The potential benefits are clear. AI allows producers to experiment with surreal or imaginative visuals that would be difficult or expensive to film. It can also help revive older songs for new audiences, giving timeless tracks a fresh, modern look. With AI, music videos can be produced more quickly, potentially reaching global audiences in multiple styles and languages. However, there are challenges. Traditional roles like cinematographers, directors, and VFX artists may face reduced opportunities if AI becomes the default tool for visual content. AI-generated videos might also lack the subtle emoti...

In the late 1980s, a small cassette business in Delhi quietly laid the foundation for what would become a global entertainment empire.  Today, T-Series is not just India’s most powerful music label—it’s the largest YouTube channel in the world, a dominant film producer, and a model of how content ownership can be transformed into an enduring business. The company’s strength lies in a strategy that blends creative output with precise control of intellectual property. Unlike many labels that depend on licensing or temporary streaming deals, T-Series builds and owns its catalog. Every track released becomes a long-term asset, generating revenue not just at launch but for years afterward. This approach, combined with a deep understanding of audience behavior, has created a rare compounding effect: old hits continue to earn while new content fuels growth. At the heart of its model is YouTube. By bypassing traditional broadcasters and distributors, the company turned its channel into a d...