Think Music India, an established music label based in Chennai and Tamil Nadu since 2007, has made an indelible mark on Tamil cinema since its establishment. Well known for their comprehensive catalogue of film soundtracks as well as non-film tracks, Think Music India has played a very pivotal role in shaping its soundscape.
Founding and Early Years
Think Music India was established by Swaroop Reddy and Kiran Reddy in 2007. From its inception, Think Music owned an expansive catalogue of soundtracks from Tamil cinema. Within three years, its first 46 titles such as Vel (2007) and Paiyaa (2010) had been sold to Sony Music; this marked Think Music’s beginning to shaping the soundscape of Tamil cinema.
Swaroop Reddy and Kiran Reddy also established South India’s premier premium cinema exhibitor SPI Cinemas before divesting it to PVR Cinemas – India’s leading multiplex chain – in 2018. This further highlights their commitment and contribution to the entertainment industry.
Think Music has long been known for acquiring and distributing soundtracks, as well as championing and introducing young talent into the industry. Through their initiatives they have successfully introduced over 40 debut composers – Santhosh Narayanan, Ghibran and Hiphop Tamizha among them – into Tamil music which not only enriches its library but provides budding artists a platform to display their creativity.
Impact on Tamil Cinema
Think Music India has had a profound and multidimensional effect on Tamil cinema. As an industry pioneer in introducing young talent into music industry, Think Music India has successfully launched over 40 debut composers like Santhosh Narayanan, Ghibran and Hiphop Tamizha into Tamil film music scene. Through this initiative, Think Music India not only filled up Tamil cinema music industry with fresh talent but also provided a platform for budding artists to express themselves creatively.
Think Music has made an enduring contribution to Tamil cinema by cultivating new talent while shaping its soundscape. The label is well known for owning an expansive catalog of soundtracks from films, non-film albums and independent releases alike; some of their marquee albums include Burma with music composed by Sudharshan M Kumar who was trained at A R Rahman’s music school in Chennai.
Think Music’s partnership with Believe, a leading digital music company, has enabled it to take full advantage of Believe’s digital-first strategy. This has allowed Think Music to quickly accelerate both growth and monetisation of its catalog; Think Music’s YouTube channel alone boasts 11 million subscribers; when combined with Believe’s channels they give artists access to an audience of over 60 million YouTube subscribers!
Believe, a leading digital music company, acquired Think Music on November 2021 for approximately EUR13 Million and gained control with an initial 76% stake allowing Think Music to accelerate growth and monetisation by taking advantage of Believe’s digital-first strategy.
Believe’s acquisition of Think Music further cements their leadership in India’s rapidly-evolving market. Think Music’s YouTube channel with 11 million subscribers provides artists a launchpad to an audience of over 60 million YouTube subscribers.
Think Music will also benefit from Believe’s financial support to expand further its soundtrack acquisition strategy, and their innovative technologies and expertise in driving video audience development and monetisation in short-form video format.
Think Music strengthens Believe’s appeal among local Indian artists by expanding its development platform with additional capabilities and increasing local coverage. Now structured specifically for South Indian artists to diversify monetisation sources and grow audiences at every stage of their career journey.
Think Music will continue its catalogue development under Swaroop Reddy and this staged acquisition from Believe will accelerate this process by capitalising on their digital-first approach, back catalogue optimization expertise and technological knowledge.
Legacy and Future
Think Music India has built its legacy in Tamil cinema by being dedicated to providing the ideal platform for film, non-film, and independent artists’ soundtracks. The label is well known for boasting an expansive catalogue that includes some of the biggest and marquee albums of Tamil Cinema. Think Music also plays a vital role in developing young talent within the music industry through acquisition, distribution, promotion, and mentoring programs.
Think Music’s future appears bright thanks to their recent acquisition by Believe, an innovative digital music provider. By tapping into Believe’s digital-first strategy and back catalogue optimisation expertise as well as financial backing provided by them both, Think Music will be able to accelerate growth and monetisation while expanding soundtrack acquisition strategies further.
Think Music’s YouTube channel boasts 11 million subscribers while Believe’s channels host over 60 million. Together these channels reach approximately 25% of India’s monthly active YouTube users – providing artists a significant platform to launch themselves into.
Think Music will also take advantage of Believe’s innovative technologies and expertise in video audience growth and monetisation for short-form video formats, having been one of the first companies globally to sign an agreement with TikTok, as well as one of its early beta testers for YouTube shorts prior to international roll out.
Think Music Label’s current management team led by Swaroop Reddy will continue to expand their catalog through this staged acquisition from Believe. By taking advantage of Believe’s digital-first strategy, back catalogue optimization expertise and technological know-how, Think Music hopes to expedite their growth and monetisation of its entire catalogue faster.
Think Music India has had an indelible mark on Tamil cinema, from discovering new talent to curating an expansive catalogue of soundtracks that has helped shape its soundscape. Following its acquisition by Believe, Think Music stands to extend its impact and legacy within Tamil music.