Indian indie artists have solidified their position in the country's music industry by carving out a distinct identity from mainstream creators, embodying the lyrics of Suzonn’s viral song, “Hum tum alag hai, farq hai, farq hai, farq hai.” Tracks like 'Choo Lo,' 'Chaand Baaliyan,' 'Maan Meri Jaan,' and 'Baarishein' have not only captivated audiences with their melodious compositions but have also become cultural phenomena, significantly influencing India’s music landscape.
Initially rooted in artists self-publishing outside major labels, indie music has evolved since the 1950s into a global phenomenon, showcasing diverse genres and styles. Globally, indie music is closing the gap with mainstream counterparts in terms of reach, revenue, and popularity. In 2023, indie music on Spotify alone generated nearly half of its $9 billion revenue, marking a significant milestone since 2017.
Indie music's essence lies in its deep cultural resonance, offering a raw and authentic glimpse into artists' lives and experiences through lyrics and music that connect intimately with listeners. It embodies the spirit of "Art imitates life," blending folk traditions, regional ballads, local language rap verses, and genre fusions that reflect society's soul.
Social media has been pivotal in indie music's rise, democratising access and reducing dependence on intermediaries. Platforms like YouTube and Instagram drive 60% of music discovery, essential for emerging artists seeking broader audiences. With 87% of artist revenues coming from digital platforms, particularly YouTube, indie musicians increasingly opt for independence to retain earnings previously claimed by labels.
India's digital revolution, fuelled by widespread smartphone adoption and affordable data, has democratised music production and consumption. With over one billion internet users projected by 2026, India boasts one of the world's lowest mobile data costs, facilitating widespread music sharing and artist exposure via social media. This digital accessibility has empowered aspiring musicians, enabling them to produce, distribute, and market their music independently, without relying on traditional gatekeepers.
India's fervent music consumption, averaging 25.7 hours weekly compared to the global average of 20.1 hours, underscores indie music's ascent. Platforms like YouTube, Spotify, and Apple Music drive discovery, boosting artistes like Prateek Kuhad, KING, Ritviz, The Yellow Diary, and Anuv Jain to national and international acclaim. Spotify's Indie India playlist, with 70% local language content, highlights its popularity and engagement.
Furthermore, the success of indie music in India has inspired a new generation of aspiring musicians to pursue their artistic dreams without the constraints of mainstream labels. Many young artistes are now embracing the DIY ethos, taking control of their creative process, and finding innovative ways to connect with their audience. This has led to a diverse and thriving indie music scene that celebrates originality, experimentation, and self-expression.
While many indie artistes prefer to remain independent, some have found success by partnering with niche indie labels like Believe, Orchard, and Vyr1, which offer distribution, marketing, and other services while allowing artistes to retain creative control and a larger share of revenue. Even major record labels are tapping into the indie scene like Universal Music Group which recently acquired Represent, a leading digital distributor and services company for independent artistes, further solidifying their presence in the indie music space and providing additional resources for emerging talent.
Indie music represents a paradigm shift where authenticity and creativity thrive, offering a refreshing alternative to mainstream music. It celebrates India's enduring musical legacy, evolving to resonate authentically with audiences worldwide, capturing hearts with its innovation and soulful expression. Indie artistes fearlessly explore new sonic territories, blending diverse influences and defying conventional boundaries. Their music is a vibrant tapestry woven from the threads of tradition and modernity, reflecting the rich tapestry of Indian culture while embracing global sensibilities. As indie music continues to thrive, it serves as a testament to India's enduring musical legacy and its ability to evolve with the times, captivating audiences with its authenticity and innovation.
(Vivek Raicha is Co-founder and CEO Artium Originals)
