ADITI SARAWAGI market in the world . Many of the top charts include non-film music , slots for which could be earlier seen filled with Bollywood .
This trend can also be spotted across audio streaming platforms like Gaana , Jio Saavn , Wynk Music , Amazon Music , Apple Music , Hungama Music and even Spotify . Not only labels , but these platforms are also investing in Indi-pop with programs such as ‘ Gaana Originals ’ and Jio ’ s ‘ Artist Originals ’ -in house labels for independent artists . As their user base becomes more diverse , these labels are discovering audiences for every kind of music in India . The sheer volume of the population and increase in smartphone users , has made India and hence Indi-pop a highly attractive market for original work .
Indi-pop has become a space for musicians to create their own mark with the music they want to create and gather a fan base of their own . There are a number of musicians who are using the power of social media to bring their music to the forefront and are thriving too . Darshan Raval is an extremely popular musician who has used YouTube to gain a huge fan following-all while creating original music . This led to work in the film industry as well but these days , artists don ’ t need Bollywood to sustain themselves . Singer-songwriter Arjun Kanungo is also seen creating his own brand of music and works on his own terms .
It is very crucial to adapt to the changing environment , and the music industry has not lagged behind which can be seen with the shift in focus towards artist-centric music . The last few years have seen the surfacing of talented new artists who are not afraid to experiment and challenge the norms . Dhvani Bhanushali , Guru Randhawa , Armaan Malik , Ananya Birla , Papon , Vishal Mishra , Akull , Sukriti- Prakriti Kakkar are on top of this game to name a few . These artists along with YoY o Honey Singh , Jubin Nautiyal , and Neha Kakkar have ensured that the top music slots have gone beyond film music once again in India , just like in the nineties .
The digital world has given artists the long overdue platform and opportunity to showcase their talent along with artistic freedom and the reach they needed . Composers , lyricists , and singers , all are keen to innovate and carve their own niche in the music industry . Musicians no longer need to rely on the film industry to sustain themselves .
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