The concept of record labels was slowly losing its’ significance to me. In any case I was producing my own stuff and the only thing that anyone could have offered me was the distribution support, For the sake of some shelf space I did not find the prospects of giving away my perpetual rights worthwhile.
At the same time, the Internet was beginning to create its’ own shelf space and with the support of Rediff.com, we launched Chaley Jaaon to be the first Indian project to be fully available on-line.
Technical support from Akamai and the marketing strength of Rediff.com was a great combination and we had an insiders view of the potential of the future of the music industry in a different marketplace.
Then songs were all created with a new sense of maturity that evolved from the experiences of the past projects and the lessons of human relationships. The track Banta Nahin remix was a scathing comment on the deterioration of the independent music industry. The video and song caught steam and were forcibly removed from various TV channels by those who felt threatened by the responses it got. It was time for change and I did my part although it was evident I had rubbed some people the wrong way as I was telling them to stop the remix wagon from rolling all over original artistes futures.
Kya Karti ho was a favorite from the project alongwith the title track Chaley Jaaon which was a heartfelt commentary on my view of life at that point.
This project further strengthened my resolve to remain an independent artiste with complete control over what was to happen to my creative assets.