MUMBAI: Last year, Music Today released Pakistan based singer Shafqat Amanat Ali's album Tabeer which instantly became a chart topper. Now, the label has signed on the Pakistan based singer for a few more records.

This time it's going to be a more youthful album, with far more rock music to it,... says Music Today DGM - A&R and marketing Mannu Kohli on Shafqat's upcoming album. If everything is good, we'll do events around it,... she adds. The album is due for  a January 2010 release.

Speaking about Tabeer, Kohli says it has been their strongest selling title through the year, It's done brilliantly for us, in fact it has been the strongest selling title – both digitally and physically....

Tabeer was released last year in September 2008 and was instantly noticed. Reportedly, the album did equally well in Pakistan. Released under Fire Records in Pakistan, the rights for Tabeer's music are with the artiste, saysKohli.

Music without borders

In times when most labels are skeptical to work with artistes from across the borders, Music Today has been working with artistes from Pakistan and Bangladesh on various projects – Bangladesh based Runa Laila is one such artistes the label is working with presently.

No matter what the situation, one cannot stop music and art believes Kohli, Firstly we believe that the subcontinent (i.e India, Pakistan, Srilanka and Bangladesh) has really great music. Most of the artistes in these countries follow more or less have the same traditions. To add, we never consider it as Pakistani music or Bangladesh music, we consider it as a part of music,... she sums up.

Post 26/11 many labels had stopped working with artistes from across the border fearing that they may not comeback, We exchange files through internet and its working for us. Beyond a point you cannot stop music and art no matter what the political situation is,... she says.

From the Indian base, Music Today will be introducing Girija Devi's disciple Sunanda Sharma and working on a project with Ma da laadla famed singer Master Saleem. We absolutely believe in setting up new artistes because we believe that is the future of music. We also only work with musicians and artistes who are outstanding,... she says.

In the last few years, there have been very few new artistes who have been introduced, Kohli explains, Setting an artistes involves a lot of time and effort and money so we would only do it if its an outstanding artistes. But since we are a non-film non-pop label, it's our constant endeavor is to find new artistes and put them on a platform....

Going the theme way

Considering the innovative concepts Music Today has been working on, one simply cannot miss noticing them, Our whole strategy this year has been to work on concepts and themes,... she says. A few interesting titles released this year are The Last Word (10 CD's), Prem Joshua's Recommendation and Music Moods (4 CDs). There are some interesting themed albums like a six CD Gurbani pack and an exotic Punjabi wedding music collection due for release,... she reveals.

Beating the recession blues

Recession was another reason why most labels shied away from introducing new artistes. With cost cutting as its top priority, there was no room for the former. Recession has hit every one and just as all labels took their steps, we too took a few steps somewhere all problems are opportunities in disguise,... she believes.

During the recession period Music today organized basket sales in Delhi and Chandigarh where all their catalogues where offered at discounted rates. The sale was a massive success, This time we plan to come to Mumbai this October,... she says. With wide range of genres like world music, sufi, classical carnatic, devotional and fusion, its going to be a steal for music enthusiasts 

On the digital front, the label has tied up with Nokia, Our content is going to be available – we are there on their homepage already,... she says.

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