Grammy Award winner Padma Shri Shankar Mahadevan has launched Goongoonalo, a new music platform owned by artists [1, 2].
The initiative marks a shift toward artist-centric ownership in the Indian music industry, aiming to provide creators more control over their intellectual property and creative output.
Mahadevan detailed the launch during an interview titled “Legends: A Conversation In Musical Excellence” [1]. During the discussion, he reflected on a musical journey that has spanned more than 30 years [1]. The singer-composer used the platform to discuss the evolution of Indian music and the challenges facing modern artists.
Goongoonalo is designed to champion creative freedom [2]. Mahadevan said music cannot be manufactured like a product [2]. By establishing an artist-owned model, the platform seeks to decouple the creative process from purely industrial or commercial pressures.
The launch comes at a time when the digital distribution of music has fundamentally changed how artists are compensated. Mahadevan's experience across three decades [1] provides the foundation for a platform that prioritizes the artist's vision over corporate interests.
While the interview focused on his personal legacy, the primary goal of the new venture is to empower other musicians. The platform intends to serve as a hub where the integrity of the art is preserved through direct ownership [2].
“Music cannot be manufactured like a product”
The creation of Goongoonalo represents a growing trend of established artists attempting to bypass traditional record labels and streaming intermediaries. By shifting ownership to the creators, Mahadevan is challenging the current commercial structure of the Indian music industry, potentially setting a precedent for how intellectual property is managed in the digital age.
