Ghosting Tunes: The Business of Ghost Production and How ‘Mutant’ Thrived in and out of it

Just as the increasing popularity of AI has begun to showcase its impact and effect in other industries, it has something disastrous to offer even to the music industry. It can, as per Dipesh Yadav, or, as he is known as, ‘Mutant’, a self-trained music composer, the growing usage tends to “kill the creativity of artists by producing contents that never possess human emotions or genuineness”. 

The recorded music industry is currently worth Rs. 3,200 crore (around $378 million), out of the Rs. 12,000 crore (US$1.5 billion) revenue generated by the music industry in India. According to the recent World Audio Visual and Entertainment Summit (WAVES) organised in Mumbai, panel discussions addressed how India’s music market could grow 30–50% annually if issues related to subscription, copyright, and AI are addressed soon.

However, for now, it remains an existing problem, even for artists like Mutant, who have been actively involved in ghost production, for which there is hardly any official data available. 

The gimmicks of the ghost production

Mutant, who is also a producer, sound engineer, and lyricist from Rajasthan’s Alwar, in his early years as a music producer, worked as a ghost producer on a flat-fee basis. He, who does not have a musical background in his family, would create tracks based on briefs given by artists. 

However, the industry has undergone significant changes for ghost producers over the years. While a flat rate is still an accepted rate of payment, the level of payment has become less competitive. “The increased availability of low-cost production tools and the growing role of AI in music production have put a squeeze on prices,” Yadav a.k.a Mutant says, adding that this puts a strain on ghost production to be a sustainable long-term career.

Mutant is currently experimenting with a distinctive sound, seamlessly combining varied genres that range from the wild intensity of Hip Hop and Trap to the catchy beats of EDM and timeless Boom Bap. He incorporates a minimum of one Indian instrument into each song, crafting an unmistakably authentic sonic identity.

Not only did Mutant start working at an early age of 14 upon a requirement for sound effects for a gaming project, but he was also quick to understand the challenges that have been persisting in ghost production in the music industry. He discovered that, although his productions were generating substantial amounts of money for artists, sometimes featured in grand-scale commercials, and earning millions, he was paid unequally as the ghost producer, sometimes receiving a fraction of their earnings. 

“It was mostly due to the lack of face value and recognition that comes along with ghost production that this led me to quit,” the 21-year-old says adding that he realised that establishing his own artistic reputation and brand would provide greater and more enduring possibilities, including brand sponsorships and direct fan interaction, that are unavailable to a ghost producer, even if their music succeeds.

Mutant worked on extensive ghost-producing for large firms and movies, along with creating catchy soundtracks for commercials. His catalogue also consists of award-winning EPs such as the emotionally charged "Broken Heart," a five-track story capturing themes ranging from friendship to acceptance. 

Ghosting behind the ghost production?

As much as the ghost production paves the way for the young artists to be newcomers in the music industry, the young folks still have to pay a hefty price, Yadav observes. “Most of the emerging artists are at risk of ‘bad agreements’, which usually result in the loss of master rights of recordings.”

Such situations, in the process, usually distract artists from their main focus on art, Mutant says. Artists often become entangled in legal suits, particularly those involving plagiarism, where their hard work is stolen or replicated. “These issues echo a basic requirement of increased fairness and understanding among the industry,” Mutant adds. 

Since the role of the AI cannot be undermined in the industry any more, Mutant, from his experiences, foresees it to be a “much larger tool, assisting producers in working more efficiently and quickly”. “This will require ghost producers to become even more talented and creative to differentiate themselves, where they will emphasise individual sounds and emotions that AI is not able to offer.”

Discussing the potential outcomes, Mutant suggests that the industry may expect to see more specialised ghost producers, focusing on a particular genre of music or niche fields such as sound design for video games or commercials. “There could also be a move towards more transparent collaborations, where ghost producers receive some credit, or new hybrid models become viable,” he says, adding that the need for ghost production is bound to persist, but the environment will be tougher with AI and unabated competition.

Thriving beyond ghost production

Understanding the technicalities, Mutant found its way in other segments of music and left ghost production in 2021. His recent EP, "Dark Blaze," demonstrates versatility within the drill style, ranging from sentimental love ("El Amor") and fiery anger ("Bratva," "Brawl") to motivational encouragement ("Nishachar," "Ghummakad") and religious devotion ("Osiris"). 

With Hip-hop and EDM being the domains in which Dipesh creates music, Mutant has observed various trends in both domains. “There is a massive increase in local artists in India, not Hindi or English alone. In recent years, the Haryanvi and Punjabi music industry has shown much growth,” he says. 

Hip-hop is also often blended with other genres, such as R&B or even vintage Indian sounds. Recently, Mutant says that many Haryanvi artists, like Dhanda Noyliwala, have blended the folk song (ragini) with hip-hop. 

For Electronic Dance Music (EDM), which remains all about blending genres, particularly with pop, Latin, and African rhythms, Mutant notes that EDM performances are becoming increasingly incredible, thanks to “great” visuals and technology. “Some of the more melodic and harder types of EDM are becoming extremely popular,” he says, adding that there is also an increased push to green festivals. “In 2023, the well-known DJ and music producer collaborated with desi hip hop artists and created the album ‘Karam’, which had electronic elements fused with hip hop. 

‘Indianness in music’

Mutant is also working on an experimental project which has a blend of Indian folk sounds and modern music. Ever since he left the ghost products, he has been thriving on the Indian cultural elements in producing music. “Indianness is always present in my work; it is core to who I am as an artist. I feel strongly that Indian music is special, and I foreground it in my creative practice.” 

As a signature, Mutant always adds one Indian sound or instrument in every piece of music that he creates, regardless of the genre. “It guarantees that my music has a piece of my heritage to it,” he says. 

But would listeners interested in hip-hop and EDM be expecting “Indianness” in it? Mutant says, “I use that sound so smartly that many of the listeners do not even identify!"