Conversations about artist exploitation, unclear royalty systems, and creative burnout are growing louder across India's music scene. Shankar Mahadevan, a composer known for balancing commercial success with artistic integrity, is stepping forward with a practical solution. He is moving beyond individual complaints to tackle what he sees as the industry's core issue: ownership.
Addressing Long-Standing Grievances
In a frank discussion with ETimes, Mahadevan explains why creators losing rights represents the most dangerous collapse point in music. He highlights how gatekeeping thrives when power concentrates in few hands. He warns that music risks becoming factory output rather than personal expression. Mahadevan also responds to AR Rahman's recent comments about slowing Bollywood work. He details how Goongoonalo aims to rebuild trust, transparency, and dignity in music creation without sacrificing commercial viability.
Many Indian musicians now speak openly about opaque royalties, delayed payments, and loss of ownership. Was Goongoonalo created as a direct response to these persistent problems? Which industry complaint required the most urgent fix?
"Absolutely," Mahadevan states. "Goongoonalo was born from listening. For decades, artists have repeated the same concerns: we don't know where our royalties go, payments arrive late, and our songs stop belonging to us. The most urgent correction was ownership. Once an artist loses rights, everything else collapses: dignity, control, and the future."
A Collective Movement, Not a Campaign
Goongoonalo emerged as a joint petition by artists. It represents a collective decision to stop complaining and start building. From the very first day, every song on the platform is co-owned. There are no hidden clauses, no rights transfers, and no hierarchy.
The launch timing carries quiet symbolism. The platform went live as the industry moved into Javed Akhtar's birthday. Akhtar has spent his lifetime fighting for creators' rights. "It felt like a blessing," Mahadevan reflects. "Almost like the dawn of a new way of thinking where creators no longer ask for space. They own it."
The initiative started with 100 original songs. Within months, it is moving toward another 100, with many more already in the pipeline. This is not a temporary campaign. It is a growing archive of creator-owned music.
Dismantling Gatekeeping by Spreading Power
Gatekeeping remains a major frustration, from labels to playlists to sync deals. By making artists co-owners, how does Goongoonalo dismantle gatekeeping without creating new power centers?
"Gatekeeping exists when power sits with a few people," Mahadevan explains. "At Goongoonalo, every artist is a stakeholder, not a client or a supplier. They are an owner. There is no single authority deciding visibility, no closed rooms, no favorites. When everyone owns the ecosystem, no one controls it. We didn't shift power. We spread it. That's how you end gatekeeping: not by replacing gatekeepers, but by removing gates altogether."
Combating Creative Burnout
Many musicians report creating more content but feeling less fulfilled. Does lack of ownership and audience connection drive this burnout? How does the Goongoonalo model restore meaning?
"Completely," Mahadevan affirms. "Burnout happens when art becomes factory output. When you don't own your music, you stop feeling like an artist and start feeling like a content machine. Goongoonalo restores meaning by giving artists ownership, transparent earnings, and direct audience connection."
Through features like Gatecrash, artists connect with listeners in real time, not months later through analytics. Music stops disappearing into dashboards. It becomes a conversation. "When a song belongs to you, it carries your soul," Mahadevan says. "That's when creation heals again."
Responding to AR Rahman's Remarks
Recently, AR Rahman suggested a communal angle behind the slowdown in his Bollywood work. What are Mahadevan's thoughts on this?
"Rahman sir belongs to the world. His music belongs to humanity. Art should be judged by depth, not demographics. Music unites. It never divides. At Goongoonalo, we stand firmly for inclusion, equality, and creative freedom. Talent has no religion. And genius needs space, not boundaries."
Balancing Creativity and Commerce
In an ecosystem where artists feel replaceable and pressured to chase algorithms rather than authenticity, how does Goongoonalo protect creative intent without isolating musicians from commercial realities?
Sherley Singh, CEO of Goongoonalo, answers: "We are not governed by algorithms. We are guided by emotion. Goongoonalo is an ecosystem where artists create music they love, not what trends, not what charts, not what machines demand."
At the same time, the platform remains practical. It helps artists license their work across films, OTT platforms, brands, and digital content without asking them to dilute their sound. "That's why production houses are already approaching us," Singh notes. "Because they know this is where authentic, uncompromised music lives. Creativity leads. Commerce follows. Not the other way around."
