Malaya Bakshi Is Reimagining Gujarati Music With O5IVE, Bringing Gujarati Soul to a Global Sound
Malaya Bakshi's O5IVE is blending traditional Gujarati soul with global sounds to create a new era for Gujarati music and cinema.
Gujarati music has long held a deep cultural identity, yet it has often struggled to resonate with a younger generation accustomed to global sounds. For Malaya Bakshi, the founder of O5IVE, this disconnect is a massive opportunity to redefine the sonic landscape of the language.
Bridging the Gap in Taste and Structure
Bakshi identified two critical voids in the current ecosystem: a lack of contemporary taste and a missing structural framework. While the youth consume music ranging from Punjabi to Korean, Gujarati music has largely been confined to traditional garba or devotional tracks. To validate this, Bakshi conducted extensive research, speaking to 114 listeners and 50 artists, confirming a massive appetite for modern content that simply wasn't being supplied.
Beyond the sound, there is a structural crisis. Many talented Gujarati musicians are forced to migrate to Hindi or English because they lack access to independent labels, publishing systems, and sustainable royalty models. O5IVE aims to fix both, creating a platform where artists can build long-term, professional careers without abandoning their roots.
Gujarati at Heart, Global in Sound
The core philosophy driving O5IVE is being “Gujarati at heart, global in sound.” This means preserving the authentic emotion, cultural context, and writing of the language while utilizing world-class production techniques. The goal is to create tracks that can sit seamlessly on a global playlist without losing their unique identity.
This experimental approach is already visible in recent projects:
- Swag Wali Shaadi: This project takes the traditional Gujarati wedding practice of fataana and reimagines it through a high-energy Moombahton production.
- Bhaju Bhaju: A track that maintains its devotional essence while seamlessly incorporating trance influences.
For Bakshi, experimentation isn't just about adding modern beats for novelty; it is about ensuring the culture remains the heart of the song, rather than just a superficial aesthetic layer.
Unlocking Untapped Musical Potential
Bakshi sees vast, unexplored territories in the Gujarati listening habits. While celebratory and devotional music is plentiful, there is a significant lack of music for everyday moments—such as driving, working out, or late-night listening. Furthermore, traditional instruments like the ravan hattha, jodiya pava, and bhungal offer incredible textures that have yet to be fully utilized in modern genres.
There is even a natural fit for the language in modern genres like rap and hip-hop, thanks to its inherent rhythm and love for wordplay. However, Bakshi emphasizes that talent alone isn't enough; the industry needs better representation on streaming platforms and a consistent flow of quality releases to build lasting listening habits.
Building a Cultural Ecosystem
The ambitions of O5IVE extend far beyond individual songs. The company is working toward building a robust catalogue, developing artist talent, and establishing reliable publishing and royalty systems. The vision also includes a move into cinema, with a debut musical feature film scheduled for theatrical release in November 2026.
By creating a space where music and film feed into one another, Bakshi hopes to bring language and contemporary identity back together. Her ultimate goal is to ensure young Gujaratis can find music, films, and pop culture in their own language that they truly want to obsess over.