The music industry, always in flux, is undergoing a revolution fueled by the fusion of DIY (do-it-yourself) culture and cutting-edge technology. From the rise of independent artists to the integration of artificial intelligence (AI), traditional paradigms of music creation, distribution, and consumption are changing, creating a new era of creativity and accessibility.
Jas, a former CPA turned singer-songwriter, embodies this newfound independence. His track 'Chor' topped his Viral 50 (India) list on Spotify, on YouTube he recorded over 1.5 million views and trended in the top 3 on Instagram Reels.
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Justh's success highlights the growing influence of independent artists who are bypassing the industry's traditional gatekeepers and forging direct connections with audiences.
Music director and singer Amit Trivedi says gone are the days when artistes depended on record labels for exposure and infrastructure.
Musician Ananya Dwivedi (unplugged_ananya on Instagram) added: “We live in the era of 'trends.'” Dwivedi is building a music platform for content creators. She added that people on social media, especially Instagrammers, need music for everything, including Stories, photos, and Reels.
One song sold
Today's creator economy is not that different from other paid labor industries. Just as thousands of people take competitive exams and only a few pass despite studying the same course, every artist and creator who goes through hardships ends up finding fame and money. It doesn't mean you can put it in. Digital platforms can help musicians connect directly with audiences and distribute their songs, but creating music is never a one-person job. Her six stages of music production (writing, arranging, tracking, editing, mixing, and mastering) require skill and money.
Before striking out on her own as an artist, Dwivedi took a 25,000 rupee course to learn music production, which she says has enabled her to now earn hundreds of thousands of rupees. She started by creating a home studio setup and creating videos for social media to gain a fan base. Eventually, she took advantage of her economy as a creator by opening her own “Creator School” to be an enabler of her music production.
Teaching social media-friendly music and running masterclasses on building a home studio and distributing music has become a growing business with many creators participating across platforms.
steady flow
The rise of streaming services like Spotify and YouTube has leveled the playing field, adds Trivedi. “Artists can now release music without intermediaries.”
But Dwivedi says that unless they become a sensation like Badshah or the Kakkar brothers, “artists rarely make money from streaming.”
So where does the big money come from?
Tours, live shows, commissioned projects, collaborations, social video monetization, sales and more. However, getting there still requires an artist to have some level of popularity or help from a label.
About radar
Indie music is currently the fastest growing category on Spotify in India, with the playlist 'Indie India' growing by over 200% in 12 months of 2023. Recognizing the potential of independent music, Spotify introduced his RADAR, Fresh, and other initiatives. Fiennes, Indie India, etc. These initiatives will provide up-and-coming independent artists with a platform to connect with a broad national and international audience, including playlist curation and marketing support on and off the platform.
On average, RADAR India artists see a 20-25% increase in followers after being included in the playlist. Artists like Akshath Acharya, Tanmaya Bhatnagar and Naalayak recorded over 30% increase in their stream numbers after being featured on RADAR. People like Kanishk Seth have found success in film music, proving that independent artists can more easily transition to mainstream platforms.
“India's independent music space, which was once distinct from film albums, has witnessed a dynamic change,” said Akshay Kapoor, CEO and founder of the platform Indian Music Diaries. To tell. “While independent artists are finding opportunities to collaborate with the film industry, Bollywood artists are starting to explore music outside of cinema,” he says.
Enjoy MADverse
One of the digital trends that will disrupt, or perhaps help, the industry is AI. To gauge its impact, it might be a good idea to venture into the MADverse.
Founded by technology entrepreneur Rohan Nesho Jain, it is a one-stop service platform for independent artists. With MADverse, you can do everything from audio-video distribution, royalty collection, collaborative royalty splitting, and management to marketing with tools like pre-save, master streaming links, and links in bio (micro website builder). becomes possible. It also covers promotion through playlists and social media, and includes sync licenses to movies, games and TV.
“For artists like me who are striving to grow while navigating the complexities of the industry, MADverse provides a valuable platform for artists to focus on creating art,” says the New Delhi-based singer-songwriter and says producer Bharg Kale.
Bharg, who has over 20,000 subscribers on YouTube and 33,000 followers on Instagram, recently released his debut solo album 'Nikamma' in association with MADverse.
The platform currently has over 21,000 artists, including notable artists like Prabh Deep, Rashmeet Kaur, Sunny Kaushal, Amit Bhadana, Yashraj, Bharg, Abhijay Sharma, and more.
MADverse artists have access to music production services offered through packages ranging from free to Rs 2,999 per year. Artists' income comes from streaming royalties and synchronization licenses, with some artists earning more than Rs 1 million.
As for what sets MADverse apart from traditional labels, Jain says, “The main difference is the ethos and the accessibility of the tools. These tools are typically reserved for established artists.” . He added that the platform prioritizes transparency in data and numbers, “a feature often lacking in traditional label deals.”
Despite using these services, artists retain full ownership of their songs, he says. “A decentralized system that allows artists to take center stage puts artistry first.”
For musicians willing to pay Rs 800, the platform claims to help master a track in two minutes flat. There's more.
On Friday, the platform launched an AI art cover generation tool as an alternative for designers and production companies. Some designers and production companies are said to demand an arm and a leg. With this tool, musicians can describe the essence of a song or specify keywords, and the AI generates a variety of unique, professional-quality cover art options. Jain also plans to have an AI artist relations executive who will provide 24/7 service.
Music Creator's Toolkit
hook: Songs with hooks are winners on digital platforms
originality: The best trends are often driven by content that is original, yet very local and unique.
playlist: A great way to expose your music on streaming platforms to audiences who haven't yet discovered it.
build a community: Online chat groups like the one Instagram offers for creators allow you to consistently connect with your fans
collaboration: Reach new audiences by collaborating creatively with other musicians within and outside of your genre.
For social media: Success is equal to the number of saves, watches and shares
Music for marketing: Brands delve into music as a marketing strategy