Indie artists benefit from online streaming platforms' algorithms to organically expose their music to a wider audience. L-Aditi Saigal, R-Akshath Acharya. Pic/Instagram
As music enthusiasts venture beyond the confines of Bollywood, they turn their attention to the ever-growing pool of “indie” music. There's enough ambiguity about who an “indie” artist is, but some homegrown musicians ringing a bell in this space include Anub Jain, The Local Train, Prateek Kuhad, Aditi Kuhad, etc. Includes dots, kayans, etc.
Expanding further, an indie artist is someone who adopts a 'do it yourself' philosophy rather than working with major labels like Zee Music Company, Sony Music India, Saregama, Tips, etc. However, this explanation is limited and does not capture the essence. “Indie” musician.
Serving as vessels for the zeitgeist, open to introspection, and ever-evolving craftsmen, “indie” artists carve a niche for themselves. Blurring the lines between genres, relying solely on instinct, and drawing inspiration from mundane surroundings, indie artists push boundaries and redefine the rules, pushing the boundaries of his label's traditional Challenge your stronghold.
Breaking away from traditional music releases
With the proliferation of online music streaming platforms, independent artists have begun to assert dominance over their work, adopting a more direct and immediate approach to sharing their work with audiences around the world. I am. By bypassing the music industry's traditional gatekeepers, independent musicians now have unparalleled freedom to release music independently.
One of those platforms, Spotify, is ranked as the top music streaming platform in India (according to a report by Redseer Strategy Consultants), allowing independent musicians to bypass protocols set by corporate labels and gain online discovery. has emerged as one of the main sources of information. giants of music.
These platforms provide a democratized space for artists to directly upload their music, allowing for better performance. creative control, monetize your audio assets, and connect more closely with your fans. Additionally, the algorithmic nature of online streaming services provides natural discovery opportunities for independent artists, allowing their music to reach a niche audience that appreciates their unique sound and style. .
Dot: About being discovered online
In a conversation with this writer, arches actor Indie musician Aditi Saigal (aka Dot) shares how having her music featured on Spotify playlists broadened her horizons. “This is where most people discover music these days, so being included in the Radar playlist is a huge boost for my music. I'm not completely sure. I create the music, upload it, and then Spotify takes care of the rest.”
Independent artists know that seizing an unexpected opportunity can change the course of their career. Dot recalls the day she was recording at Spotify's studio in London. “They had a writers' room at Metropolis Studios, and that's where we actually ended up writing 'Girls' Night.' Me and the rest of Playbook spent about six or seven hours there. We got a sneak peek and it was pretty shocking.'' We had a recording schedule set and some of our favorite artists had slots right after us, so we knew we were going to be part of something big. I felt like that.
“Girls Night” was eventually playlisted worldwide by Spotify and was also selected as the cover of the “Borderless” (Spotify) playlist. Thus, with the advent of the tools provided by music streaming platforms, independent artists can now directly own their music, from booking, recording, and promotion to distribution. This is a breather, given that the unofficial “indie” music industry has been marred by fierce competition, economic instability and piracy, making artists more vulnerable.
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In a 2022 interview with this newspaper, DJ Emaan from Mumbai admitted this, saying, “Big name contractors have a complete monopoly on the Indian music industry and this has led to exploitation.'' had to rely on private work.'' That's why he decided to work independently and take on short-term opportunities and high-profile gigs around the country.
Akshas: On how fans resonate with his music
With soulful melodies like 'Jadoo', 'Noor' and 'Sahare', Akshas An indie musician who is not bound by genre. His work is a fusion of indie and pop with a touch of traditional Indian influences. Speaking to this writer, he talks about his inspiration: “I've always been drawn to the emotional depth and storytelling aspects of indie music, but pop's infectious melodies and modern production resonated with me on a personal level.”
After graduating from college, Akshath had several label contract offers, but he took the plunge into online streaming, where he discovered first-hand how fans resonated with his music. “Spotify's Artist tools and analytics provide valuable insights into audience demographics, viewing habits, and geographic distribution, allowing us to more effectively tailor our marketing efforts, gigs and shows, and fan engagement.” I did.”
By analyzing metrics such as listener demographics, play counts, skip rates, and playlist placement, Akshas was able to gain insight into which songs resonate with viewers and why. . Additionally, the results of your marketing efforts (such as Reels) can be seen directly through the spike in streams (or lack thereof). This allows independent musicians to plan their promotional activities in an informed way.
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Like Dot, Akshath also relies on 'Radar' which has proved to be the most influential form of support in his music-making journey. “It was a breakthrough moment for me when the Radar Campaign was featured internationally and my name and face appeared on FC Barcelona's Camp Nou stadium. My art meant something. It made me believe that it was there and that it was here to stay,'' he added.
Nurturing indie talent through customized playlists and tools
Literally speaking, “indie” is simply an abbreviation for the word “independent” and refers to a community of creators. Dhruvank Vaidya – Head of Music and Podcasts, Spotify India, says that Spotify has always been creator community, and artists are a big part of that. He reveals digital tools designed to support India's independent music community.
Fresh discoveries: In 2021, Spotify launched Fresh Finds, an initiative to develop independent artists, and in 2023 alone, Fresh Finds supported over 700 artists in India. Indie India, the leading playlist in this category, has added over 500,000 followers in the last two years, making it one of the fastest growing playlists in the country on this platform. I am.
Spotify for artists: The platform gives artists access to detailed data about their audience, market, music performance, discoverability, and more. We continue to host masterclasses to educate artists on how to make the most of Spotify to grow their music and fan base. “More than 28,000 artists are currently using Spotify in India, which is almost twice as many as last year,” Vaidya said.
radar: RADAR, Spotify's global emerging artist program, was launched in India nearly four years ago, giving up-and-coming independent artists a powerful local and global audience through the platform. Since launch, the team has engaged with over 40 emerging local artists, providing playlist curation and marketing support.
Keep up with evolving trends
“While film music continues to be popular in India in all languages, we are now witnessing the rise of film music. Artist's first popular music” said Vaidya. Musical languages, especially Hindi, Punjabi, Kannada and Haryanvi, are growing rapidly. The widespread availability of digital streaming platforms and tools has made it easier for artists to create and distribute music without restrictions.Imposition from major record labels
Several artists now release their songs audio-first, often without creating a music video. This alleviated the pressure on musicians to compete on both an auditory and visual level, allowing them to leverage their talents to reach a wider audience and gain recognition.
Vaidya highlights that there is a shift in the perception of independent music in India as well, with increased acceptance and recognition from mainstream media and the industry. This has led to more and more independent artists pursuing their passion for music independently and exploring creative avenues.
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