Tiger Baby, founded by Zoya Akhtar and Reema Kagti, is widely regarded as one of the most forward-thinking production companies in Bollywood. The dynamic duo has teamed up with multi-instrumentalist Ankur Tewari to launch Tiger Baby Records, bringing the studio’s ethos of “compelling storytelling” to the realm of music.
Tiger Baby Records’ mission is to explore and promote the rich musical traditions of the Indian subcontinent. The creators’ stated goal is to collaborate with a wide variety of artists to produce new and original musical works, such as albums, EPs, singles, music-driven documentaries, podcasts, and live events.
It’s thrilling to be entering the audio industry with Tiger Baby Records. According to Zoya and Reema, “partnering with Ankur was an obvious and natural decision because the music industry presents exciting opportunity.” “We hope to continue to empower newer voices and create sounds that break the clutter, and our roster of releases will reflect that,” they say.
Tewari has a broad view of the music industry and its needs thanks to his work as a music supervisor on three Tiger Baby projects: Gully Boy, Made in Heaven (Prime Video), and the upcoming Archies (Netflix). Tewari says, “At Tiger Baby Records, we want to nurture homegrown talent and provide a platform for them to tell their stories.”
The first album released by Tiger Baby Records shows that the label isn’t afraid to try new ideas. It is working with Platoon Music, an Apple-owned artist services, A&R, and music distribution organization, on a number of releases, including a series of children’s music EPs, with Tewari’s Aaja Nindiya as the first of four. Soon, the label will reveal new additions to its stable of performers and albums.
“I feel that there isn’t enough children’s music being made in local languages, especially in India,” adds Tewari, who has previously published two albums of children’s music, Bachcha Party. “A lot of recycled old music or songs manufactured in other countries is what you listen to. When I heard my nephews and nieces listening to foreign music, I knew there was a need for it. He continues, “When we found out we could work with Platoon Music, we knew it would be the perfect project to debut the label with.”
The full album Aaja Nindiya will be available on all streaming services on March 24, 2023, with the title track being released as a single on March 17. The 6-song EP perfectly encapsulates Ankur Tewari, who is known for his signature relaxed, mellow, and surprisingly straightforward style. However, it’s a great song for kids to sing.
When creating Aaja Nindiya, I have the parents and teachers of these kids in mind as well. Everyone has a childish side that is forgotten as they get older. Finding that again is refreshing. He argues that by adding personal touches to traditional lullabies, parents can help their children form enduring bonds with their favorite tunes.