In a groundbreaking move set to transform the Indian pop music landscape, acclaimed Indian-American songwriter Savan Kotecha has announced a partnership with Universal Music India, Republic Records, and Represent to establish India’s first globally positioned teen pop boy band. This initiative aims to tap into the burgeoning youth market and create a vibrant teen pop economy in the country.
Savan Kotecha, a 17-time Grammy nominee and Oscar contender, is renowned for his work with global music icons such as Ariana Grande, The Weeknd, and Justin Bieber. His vision for this project is to cultivate a new generation of pop stars that resonate with the aspirations and diversity of Indian youth.
“For too long, Indian youth have looked outside for their pop and teen idols,” Kotecha stated. “Boy bands from around the world have shaped entire generations, and now, it’s India’s turn. We want to create a group that represents India’s diversity, dreams, and aspirations while igniting an unprecedented wave of fandom.”
The initiative will kick off with a nationwide talent hunt, the largest of its kind in India, aimed at discovering and nurturing young talent. Sanujeet Bhujabal, Managing Director of Universal Music Group India & South Asia, emphasized the importance of this project, stating, “Our i-Pop strategy has been laser-focused on fostering a younger, Gen Z and Gen Alpha-driven soundscape in India. Now, with Savan, we’re taking this vision global by creating India’s first true pop boy band. This will be the biggest, most ambitious pop project and talent hunt India has ever seen.”
Aayushman Sinha, Founder of Represent and a key partner in this venture, echoed these sentiments, highlighting the initiative’s potential to reshape the Indian pop culture ecosystem. “What we want to build with this initiative is going to be a catalyst for the overall growth of the Indian pop culture ecosystem. We’re excited to get into a new era of talent development—something India and Indian artists have never seen before,” Sinha remarked. He added that the goal is to establish a structured teen pop economy that fosters sustainable careers for young artists and solidifies pop music as a dominant cultural force in India.
To ensure a comprehensive approach to developing the boy band, the project has enlisted the expertise of Jugaad Motion Pictures. This collaboration will not only focus on assembling a talented group of musicians but also on shaping the band’s collective identity, which will be built on personality, ambition, friendships, and conflicts.
The search for India’s next pop sensation is officially underway. Aspiring musicians are invited to audition by watching the casting call video on the official Instagram account @greatestindianboyband and submitting their entries at www.greatestindianboyband.com. Applicants are required to upload a video that answers specific questions and showcases their musical talent. Following a month-long selection process, shortlisted candidates will move on to the next round, culminating in an intensive training bootcamp for the final five members before their official debut.
This initiative not only aims to create a boy band that can compete on a global scale but also seeks to inspire a new generation of artists in India. By focusing on the unique cultural landscape of the country, Kotecha and his partners hope to ignite a passion for pop music among Indian youth, encouraging them to embrace their identities and dreams through music.
As the project unfolds, it promises to be a significant milestone in the evolution of Indian pop music, paving the way for future artists and establishing a lasting impact on the industry. With the combined expertise of Kotecha, Universal Music India, Republic Records, and Represent, the future of Indian teen pop looks bright, and the excitement surrounding this initiative is palpable.
