The India/China music company, who celebrated their fifth anniversary recently, were also responsible for linkups between Lauv and Prateek Kuhad, Shirley Setia and JVKE, launching THE MVMNT with producer Sez on the Beat and now, their own label Rule by Joy (Clockwise from top) Shah Rukh Khan with Dua Lipa in 2019, the Outdustry team and Shirley Setia x JVKE. Photos: Courtesy of Outdustry In 2019, worlds collided as met actor Shah Rukh Khan and within three months, the “Levitating” artist gained over a million followers from India on her Instagram. #DuaLipaMeetsSRK got trending on Twitter for three days after the meet-up.
These are the kind of stats that Roochay Shukla and music company Outdustry live for. The senior marketing manager at the India and China-headquartered company have gone on to initiate many more collaborations and link-ups between international and Indian artists – from Shirley Setia and , and , and and more. Celebrating their fifth year in action in 2023, Outdustry – founded by managing director Ed Peto – have worked their way into Indian music chatter through key initiatives that involve content localization, tracking the next big stars, working with the likes of ace for his platform/label THE MVMNT and their own label, Rule By Joy.
While content localization isn’t anything new, Shukla says it’s much more different than Vengaboys’ catalog targeting Indians or Michael Jackson doing a T.V. promo spot in Hindi for his 1996 Mumbai concert.
“To.