Pop goes India

Kotecha is looking to inspire a whole new generation by giving them the tools, stage, and spotlight
Savan Kotecha
Savan Kotecha
Updated on
2 min read

Two decades, hundreds of chart-toppers, and a truckload of Grammys later, American hitmaker Savan Kotecha is hitting rewind—and heading back to his roots. He’s written for Ariana Grande, The Weeknd, One Direction—and now, he’s coming home to make pop dreams come true in India. The songwriter and record producer is setting his sights on something he’s never done before: launching India’s first global boy band. Kotecha is looking to inspire a whole new generation of Indian youth—by giving them the tools, stage, and spotlight to become international pop stars.

Born to Gujarati parents from Uganda and raised in the US, Kotecha has always carried a piece of India with him. Now, he’s channelling that love through his company, Outwrite, co-founded with Aayushman Sinha (the force behind Indian talent firm Represent) and seasoned Artists and Repertoire executive Murtuza Gadiwala. Their goal? To build a “global hub” for songwriters, producers, musicians, and engineers right here in India. Think: a support system for India’s creative minds to thrive on a global stage.

Kotecha says the idea stemmed from noticing a visible gap in the Indian music industry where many stakeholders aren’t aware of their rights and how music publishing works. “There’s a lot of talent in India. I want to encourage young people to get into music and to see themselves as new pop artistes that represent India rather than having to look outside the country for those people,” he says. This becomes an important move at a time when stolen songs, credits has been a pressing issue for the industry for many decades now.

Currently, young voices from all over the country are auditioning for the band and the final five voices will be launched by fall this year. The search has extended to small towns as well. The band, likely comprising about five members, has been tentatively titled The Greatest Indian Boy Band. “We’re seeing who jells well together. We are creating a brotherhood among these boys and they all have the same dream,” says Kotecha, adding, “As with any music act at the moment the challenge will be reaching fans in real life not just online and finding songs that stand out. If they all dance then they’ll dance, if they all play an instrument then that’s what they do. I want the talent to lead the way.”

Talking about the idea of the band, he says his love for pop groups made him venture into music and that he always dreamt of ‘pop kids that looked like him and were from the same culture as him’. In over two decades of his career, the 46-year-old would often find himself as the “only Indian voice in the room”. Kotecha had earlier confessed his plans for building “India’s teen pop economy”. He explains that they plan to build fandoms with teenagers around the country. “People want to feel represented, and I believe that teenagers in India haven’t been served by local artistes,” he says. The stage is all set, and it’s now time to shine.

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