(MENAFN – IANS) by Samarth Goyal
New Delhi, March 7 (IANS) Independent musicians in India relied heavily on word of mouth to promote their music until the pandemic, and live shows played a huge role. However, since a lockdown was imposed due to Covid-19, live shows have dried up and urged musicians – especially those who haven’t signed up with major music labels – to adjust, and they did.
Many indie musicians who were restricted in their home started making music within the confines of their four walls and the result was fantastic. 2020 was probably the biggest year in terms of independent music publishing.
“India’s rapidly developing music audience is now open to the discovery of music outside the Bollywood landscape. We are experiencing a turning point for music consumption in India. We have a new mobile first generation of smartphone users who are consuming more original music than ever before.” says Indian-American rapper Raja Kumari.
If over 300 albums / EPs / singles and over 700 music videos were released independently in the first six months of 2020, over 1300 singles, music videos and 200 albums / EPs were released independently in the last six months of last year!
“There’s a lot more freedom to engage in a personalized narrative, and I think audiences are now more focused on that correlation. Aside from commercial pop, I see regional music and hip hop that have great potential in the charts The category will be larger than the Film Music category, “adds Raja.
As non-cinematic commercials / pop music continues to dominate the charts, independent musicians are slowly being recognized, and the popularity of names like Prateek Kuhad, Ankur Tewari, Raja Kumari, and Nucleya among many others is often blurring the lines between what is or is considered commercial independent music.
“I’ve noticed some of the more established artists seeking, promoting, and working with talented independent musicians,” says Rahul Singh, who is nicknamed More Than Ray and who adds support for independent music streaming platforms, was instrumental in creating it of the genre involved.
“I think that’s partly because people have more free time to delve deeper into the genres they love and those they want to explore in the midst of the quarantine life. Streaming services have done a fantastic job as well, some of the independent ones Creatives who they think are catching the zeitgeist, “he adds.
Electronica musician Sartek agrees and gives a similar feeling. “A big part of the credit for this is the rise of streaming platforms that are suitable for all ages. As a producer, I used to make music for a specific audience, mostly teenagers, but now my direction is more geared towards all ages I think “Music should now be aimed at both a teenager in a school and an 80-year-old grandma rocking in her chair!” He says.
Just like the musicians, the listeners were confined to their homes last year, and this meant they had more time to explore different forms of music, which only meant that more independent musicians were deliberately staying away from creating music within commercial parameters.
Perhaps one of the main reasons indie music emerged, as Delhi-based electronic duo Gaurav Raina and Tapan Raj – also known as Midival Punditz – point out, is the inability of major music labels to produce high-budget music videos during the lockdown.
“With filming and video almost impossible, audiences had to hear new types of independent music, mostly for musical content and maybe even some homemade or creatively-made animated videos. Perhaps this was one of the reasons the new audiences turned to independent music too, since so much of it came from the home studios, “say Gaurav and Tapan, adding that while commercial music will be back, independent musicians will” see a lot more demand in their content. “
The optimism shows despite the fact that, as Delhi-based singer-songwriter Rohan Solomon points out, “the masses will still be listening to great label artists versus indie artists as a whole,” indie music will grow.
“I’ve found that indie artists are making really heavy use of social media and other online platforms to promote their music. The audience that gets their music is definitely growing,” adds Rohan, whose last singles made it into the Charts have made the globe.
Parikramas Subir Malik could no longer agree. “It’s great for all of us and I’m glad people are seeing the potential of indie music. The downside of that, of course, is that there have been very few Bollywood releases in the past year because of Covid. But to be optimistic, I am I’m sure the reach of indie music will increase year by year, “he says.
Some notable indie artists:
The Jaipur-based indie artist, known for his feathery compositions, mostly about human relationships, has built a cult following, including former American President Barack Obama, who made his song “Cold / Mess” one of his favorite songs in designated 2019.
Despite the fact that this American-Indian rapper has worked with major labels from time to time, the fact that she is an extremely independent artist working on her terms is not unknown.
Udyan Sagar or Nucleya, one of the biggest names in Indian electronics, is also one of the biggest success stories in the indie music scene. From performing at music festivals around the world to collaborating with well-known electronic artists like Major Lazaer, Nucleya’s sounds are quickly becoming synonymous with popular music.
The 17-year-old has quickly become one of the most promising artists on the indie scene. Her music has already been appreciated by famous musicians such as Ehsaan Noorani.
Tewari is one of the most popular independent singer-songwriters for his empathic music. His rendition of John Lennon’s “Imagine,” which he translated into Hindi, continues to make rounds on social media and he is slowly becoming a popular artist.
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