Veena Music
Rajasthani music label promoting folk traditions.
Veena Music, also known as Oriental Audio Visual Electronics, is a music label based in Rajasthan, India. Owned by K. C. Maloo and headquartered in Jaipur, the label was founded in the early 1990s. It has since released numerous albums in Rajasthani and Hindi, and secured the music rights for many Rajasthani films. The label’s stated goal is to preserve authentic Rajasthani music, which it contrasts with what it considers the adulterated, poor-quality, and high-noise music prevalent today.
The label is highly successful and well-known within Rajasthan. It works with both regional and non-regional artists. Regional artists include Seema Mishra, Deepali, Supriya, and O. P. Vyas, while non-regional singers include Shreya Ghoshal, Sunidhi Chauhan, Kavita Krishnamurthy, Udit Narayan, and Sadhana Sargam. As of March 2016, Veena Music is a member of Phonographic Performance Limited. The label has worked with the famous Rajasthani singer Seema Mishra, who is known as Maru-Kokila (The Desert Cuckoo).
The label’s albums focus primarily on Rajasthani culture and traditions, aiming to capture the true essence of Rajasthani folk music. These albums blend Rajasthani folk with contemporary music and have been well received in Rajasthan and other states. Genres include romance, devotional, fun and joy, wedding, dance, and celebration. The album *Ghoomar*, released in four parts from 2000 to 2001, helped promote the folk dance of the same name. Veena has also released various Maand albums sung by Allah Jilai Bai. Their song "Pallo Latake" from the album of the same name was featured on the Star Plus soap *Diya Aur Baati Hum*, and the song "Mhari Bahu Ae" appeared on the Colors soap *Balika Vadhu*. The label has also released folk albums performed by the Manganiars. Notable albums include *Gorband*, *Ghoomar* (4 parts), *Balam Chhoto So*, *Kuve Par Aekali* (2 parts), and *Chudi Chamke*.
Veena Music has received the "Dagar Gharana Award" from the Maharana of Mewar Charitable Foundation in 2012, and the "Rajasthani Film Award" from the then Governor of Rajasthan, Pratibha Patil.
Quick Facts
- Native Name
- Oriental Audio Visual Electronics
- Founder
- Kesari Chand Maloo
- Key People
- K. C. Maloo (chairman), Hemjit Maloo (director), Seema Mishra
- Industry
- Music / Entertainment
- Genre
- Traditional folk, regional
- Products
- Music
- Services
- Music, Cultural programs
- Owner
- K. C. Maloo
- Hq Location City
- Haldia House, Johari Bazaar, Jaipur, (Rajasthan)
- Hq Location Country
- India
- Hq Location
- Jaipur
Facts from the source article.
Lore & Background
Veena Music was established in the early 1990s by K. C. Maloo in Jaipur, Rajasthan. Since its inception, it has released numerous albums centered on Rajasthani culture and traditions, blending Rajasthani folk with contemporary music. The label's main focus is to bring out the true essence of Rajasthani folk music, and its albums have been received positively in Rajasthan and other states. Genres include romance, devotional, fun and joy, wedding, dance, and celebration.
The label has been a pioneer in fostering Rajasthani music through albums and cultural programmes held across the state and abroad. It is a highly successful and well-known music label in Rajasthan. Many regional and non-regional artists are associated with the label, including regional artists Seema Mishra, Deepali, Supriya, and O. P. Vyas, and non-regional singers such as Shreya Ghoshal, Sunidhi Chauhan, Kavita Krishnamurthy, Udit Narayan, and Sadhana Sargam. The famous Rajasthani singer Seema Mishra, known as Maru-Kokila (The Desert Cuckoo), has recorded with Veena.
Reader's Guide
Veena Music holds significance as a dedicated promoter of Rajasthani folk music in a market it views as dominated by adulterated and high-noise music. Its albums, such as the four-part Ghoomar (2000–2001), became the biggest-selling Rajasthani album of its year and helped popularize the folk dance Ghoomar. The label's songs have reached wider audiences through television: 'Pallo Latake' was featured in the Star Plus soap Diya Aur Baati Hum, and 'Mhari Bahu Ae' appeared in the Colors soap Balika Vadhu. Veena has also released Maand albums sung by Allah Jilai Bai and folk albums by Manganiars. Its roster includes both regional and nationally known artists, and it has received awards including the Dagar Gharana Award from the Maharana of Mewar Charitable Foundation in 2012 and a Rajasthani Film Award from the then Governor of Rajasthan Pratibha Patil. The label's legacy lies in its sustained effort to preserve and disseminate Rajasthani musical heritage through albums and cultural programmes.
Frequently Asked Questions
What is Veena Music and where is it based?
Veena Music, also operating under the name Oriental Audio Visual Electronics, is an Indian record label headquartered in Jaipur, Rajasthan. It was founded in the early 1990s by K. C. Maloo and has since become one of the most recognized names in the state's music scene.
What kind of music does Veena Music put out?
The label releases albums in both Rajasthani and Hindi, and it also holds the music rights for a large number of Rajasthani films. Its catalog spans regional folk traditions as well as work with artists outside the local scene.
What is Veena Music's stated mission?
The label positions itself as a guardian of authentic Rajasthani musical traditions. It explicitly criticizes the noisy, low-quality, and diluted sound it sees dominating the current market, and frames its releases as a counter to that trend.
Who founded Veena Music and when did it start?
K. C. Maloo established the label in the early 1990s, and he remains its owner. Since its founding, the outfit has grown into a highly successful and widely known entity within Rajasthan.
Why do fans consider Veena Music important to Rajasthani culture?
By consistently promoting folk-rooted music and securing rights to regional film soundtracks, the label has kept a distinct Rajasthani musical identity visible in a market dominated by mainstream Bollywood. Its deliberate focus on authenticity over commercial polish gives it a cultural-preservation role that fans value highly.
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