Record label owner dreams big
AFTER years of working in the music industry, Dharam Sewraj longed to own his own record label and that dream has finally been realised.
“I dedicated 37 years of my life to Universal Music Africa, gaining experience and working with only the best South Africa has to offer.
“This included Black Coffee, Big Nuz, Liquideep, Zonke, Yvonne Chaka Chaka, Robbie Malinga and Oskido. But I had the desire to start my own record label and decided to retire last year at the age of 55 and invested in Bhavani Entertainments and Investments,” said the music director.
Last week, the Johannesburg resident officially announced two artists to his record label. “We signed Colours of Sound, a group from Durban, and The Prince, a DJ from Ligwalagwala FM. I have signed other artists, but those names will only be revealed in due time.”
He said he chose the name “Bhavani” as it was the name of an Indian goddess and also meant “creative energy”.
Sewraj, who also signed a global deal with Sony, said this would help in building and growing his brand.
The father of three was raised on a Waschbank farm near Dundee and while growing up was part of two bands – one that he owned and the other he had joined. He said these days his grandchildren have picked up the musical baton with his grandson Yuvraj, 6, playing the tabla, and his granddaughter Pritisha, 8, opting for the harmonium.
Sewraj said he was searching for artists who could produce hit songs for commercial radio, airplay and that could be streamed off.
“I am also looking for artists who are passionate and talented and who have invested in their craft. We are charting a new path and rewriting the rules by always putting the artist first. I have moved away from the royalties thing and my artists get to take 60%, which is essentially the bigger share. I look forward to setting new records and giving South Africa their best music yet.”