MUMBAI: Come November and Bhushan Kumar’s Super Cassettes Industries Ltd will be launching a new music label by the name of YBR Records Ltd. While the company’s existing music label – T-Series concentrates heavily on film music as also devotional music, YBR Records will be into the non-film segment.

YBR will be managed by Vinay Sapru as chief operating officer and Radhika Rao as creative director. The official launch of the company will take place next month.

Speaking exclusively to Businessofcinema.com, Kumar says, “With YBR we are concentrating on the non-film music sector in a big way. I have hired a team of Vinay Sapru and Radhika Rao who will handle the artists and create albums. The first artist we have signed on is Lucky Ali and his next album will be under the YBR label.”

Lucky Ali was initially a T-Series artist but has now been shifted to YBR. Similarly some other artists will also be shifted from T-Series to YBR.

When queried about the need for another label, Kumar says, “We chose to launch YBR as an up-market music label. So there will be a differentiation in both our labels. While T-Series will continue having film albums, YBR will have individual artists’ albums as well as some English albums too.”

Additionally, the albums under the YBR label will be priced higher than those in T-Series.

The company is in talks with several international brands and names from the music world. However, Kumar was loathe to reveal more since the dotted lines have not been signed. “We are in talks with some major brands for tie ups but I wouldn’t want to reveal any names right now as they are committed to some other labels currently. Once those contracts are over and our deals are signed, we will be ready to talk about them,” he says.