The landscape of music consumption in India is evolving rapidly, with a notable shift towards independent, non-film music gaining momentum on platforms like Spotify. While film music continues to dominate the market, independent tracks created by artists in collaboration with labels are experiencing significant growth, reflecting changing consumer preferences and the expanding artist-first ecosystem.
Amarjit Singh Batra, managing director of Spotify India, highlighted the gradual transition towards a more balanced music landscape, with a desire to achieve a 50:50 balance between film and independent music. Despite the dominance of film music, there is a growing recognition of the rich musical heritage and the emergence of opportunities for independent artists in India’s diverse music scene.
The trend towards independent music varies across languages, with Punjabi music leading the way, where non-film music accounts for a significant portion of consumption. Artists such as AP Dhillon, King, Anuv Jain, and Kanishk Seth have emerged as fan favorites in the non-film category, reflecting the growing popularity of independent music creators.
Spotify has played a pivotal role in supporting independent artists through initiatives like Spotify for Artists, which provides valuable insights into listener demographics and consumption habits. With over 28,000 Indian artists using the platform, Spotify is empowering artists to connect with their audience and explore collaborative opportunities.
Devraj Sanyal, chairman and CEO of Universal Music Group India and South Asia, emphasized the shift towards an artist-first ecosystem, where songs are associated with singers rather than actors. This shift allows artists to establish their identity and connect with audiences beyond the confines of film soundtracks.
The growing popularity of independent artists is evident from their successful live shows in India and abroad, demonstrating their ability to attract audiences and engage fans beyond the digital realm. Universal Music Group, which deals exclusively in non-film music, recognizes the potential of independent artists and their impact on the music industry.
As Spotify celebrates five years of operations in India, the platform has witnessed a significant increase in the consumption of local music. While international music initially dominated the market, more than 70% of listeners now turn to local music, reflecting the growing demand for homegrown talent.
The rise of Indian artists on a global scale is another noteworthy development, with names like A.R. Rahman, Arijit Singh, and Anirudh Ravichander finding listeners worldwide. Spotify playlists featuring Indian music have also gained popularity globally, with Punjabi music leading the way in terms of growth.
Despite the challenges posed by piracy and traditional attitudes towards paying for music, Spotify remains optimistic about India’s potential to become a top market for music revenue. With the introduction of UPI payment options and affordable subscription packs, Spotify aims to encourage more listeners to support artists and contribute to the growth of the music industry.
Overall, the evolving music landscape in India reflects a growing appreciation for independent artists and a shift towards diverse, locally-driven content. As platforms like Spotify continue to support homegrown talent, the future looks promising for India’s vibrant music ecosystem.