The BBC reports that an Indian singer-songwriter has built a large following without film soundtracks and is deliberately selective about releasing music. This points to a wider change: independent artists in India can now reach audiences outside Bollywood.
Key takeaways
- For decades, popular music in India has been closely tied to the Hindi film industry, and film soundtracks have dominated what most listeners hear.
- The BBC has interviewed an Indian singer who built a following without Bollywood and who describes himself as very selective about releasing music.
- Streaming platforms and video-sharing sites have made it possible for independent Indian artists to reach listeners without a film studio’s promotion.
- Releasing music rarely, rather than often, is a deliberate strategy that some independent artists use to keep control over quality and identity.
- It is not yet clear whether independent success in India can become a lasting industry model or will stay limited to a small number of artists.
Independent artists are building careers outside the film industry
Independent musicians in India are drawing large audiences without film soundtracks, which have long been the usual route to fame. Indian popular music has historically been dominated by songs written for Hindi-language cinema, commonly called Bollywood. A song’s success has often depended on the film it appeared in, the actors who performed it on screen and the marketing budget behind the release.
A growing group of singer-songwriters, bands and producers is releasing music directly to listeners, usually through streaming services and video platforms. They write and perform their own songs, which often deal with personal themes such as relationships, memory and everyday life. The sound is frequently acoustic or lightly produced, closer to international indie pop than to the large orchestral arrangements common in film music.
This route does not remove the need for an audience. It changes how that audience is found. Instead of reaching listeners through cinema halls and film promotion, independent artists rely on recommendation algorithms, playlists, social media clips and word of mouth.
Why this is in the news now
BBC Arts has interviewed Anuv Jain, an Indian singer whose success came without the support of the Bollywood film machine. According to the BBC, he explains why he is “very selective” about the music he releases. He also talks about artists he would like to collaborate with in future. The BBC summary used for this article does not say who those artists are.
The interview is one sign that international media are paying attention to Indian independent music as something separate from film music. Coverage like this suggests that the scene has grown enough to interest audiences outside India, including listeners in the Indian diaspora.
This article does not describe the singer’s career in detail. It looks at the wider phenomenon his interview illustrates.
How Bollywood came to dominate Indian popular music
A newcomer needs to understand the role of playback singing. In Hindi cinema, actors usually lip-sync to songs recorded by professional singers. Those singers can become very famous, but their careers have traditionally depended on being chosen by film composers and producers.
Film soundtracks are usually released before the film itself and are used as marketing. A hit song can draw audiences to a film, and a successful film can keep its songs popular for years. Because of this link, record labels in India have historically made much of their income from film music rights. Some of the largest labels are closely connected to film production.
Non-film music has existed for a long time in India. It includes classical traditions, devotional music, regional folk and pop, ghazals and a notable wave of independent pop albums in earlier decades. These genres usually had a smaller commercial presence than film music, at least in the Hindi-speaking mainstream. Without a film attached, artists found it harder to get radio play, television exposure and retail distribution.
Streaming services, video-sharing platforms and short-form video apps changed some of these conditions. An artist with a phone, a recording setup and an internet connection can now publish a song nationally or internationally on the day it is finished. Discovery still depends on platform algorithms and curation, but a film studio no longer has to act as the gatekeeper.
Who is affected and how
Independent musicians benefit most directly. They can keep creative control, write in their own voice and own more of their work than they might under a traditional film contract. In return, they usually carry more of the work and risk themselves, including recording costs, marketing and touring.
Listeners get a wider range of music. People whose tastes are not served by film soundtracks, especially younger urban listeners, can find artists whose songs match their experiences more closely.
Record labels and film producers face a changing market. Some respond by signing independent artists or licensing their songs for films, which blurs the line between the two worlds. Others continue to rely on catalogues of film music, which are still very valuable.
Live music venues and promoters may gain from independent artists, who usually depend more on concerts than film-linked singers do. Touring is often a main source of income for musicians whose streaming earnings are modest.
Playback singers do not disappear. Their position may change, however, as audiences learn to value artists who write and perform their own material.
Where informed people disagree
Observers do not agree on how deep the change goes. One view holds that Indian independent music is becoming a lasting alternative industry with its own audiences, venues and economics. Another holds that the visible successes are exceptions, and that most independent artists still find it hard to earn a living while film music keeps the largest share of attention and revenue.
Opinions also differ on the role of algorithms. Supporters say recommendation systems let talent rise without industry connections. Critics say the same systems reward particular sounds, lengths and release schedules, which can push artists towards formulas as limiting as those of the film industry.
The relationship between independent artists and Bollywood is also disputed. Some see a film placement as a useful boost that independent artists can accept on their own terms. Others see it as a sign that the film industry still decides who reaches the widest audience. Whether an artist stays fully independent or works with films from time to time is often presented as a matter of personal choice rather than principle.
Release strategy is another point of debate. Releasing new tracks often can keep an artist visible on streaming platforms, which tend to favour regular activity. Releasing rarely, as the singer interviewed by the BBC describes, may build anticipation and protect quality. It can also cost visibility between releases. No single approach has been shown to work best.
Practical implications for artists and listeners
For aspiring musicians in India, the main lesson is that a film deal is no longer the only route to a national audience. Building an independent career generally involves:
- recording and releasing music directly through distribution services that place songs on major streaming platforms;
- using video and social media to present songs, often with short clips that can be shared widely;
- performing live to turn online listeners into paying audiences;
- deciding how often to release music and how far to follow platform trends.
For listeners, the shift means more of the music they hear may come from outside the film industry. Streaming playlists and recommendations increasingly mix film and non-film songs, so the difference may matter less to casual listeners than to the industry.
For the music business, independent success raises questions about rights ownership, revenue sharing and how artists without large labels can get fair terms. Precise figures on how much independent artists earn compared with film-linked musicians are not available from the source behind this article.
What to watch next
Several developments will show whether independent music becomes a lasting part of India’s music economy:
- Collaborations. The BBC reports that the singer it interviewed has hopes for future collaborations. Partnerships between Indian independent artists and international or established performers could widen audiences further.
- Live circuits. Growth in mid-sized venues and festivals for non-film acts would suggest the scene can support careers beyond streaming.
- Label strategy. Watch whether major labels keep signing independent artists, and on what terms.
- Film crossover. The number of independent songs used in films, and whether artists keep their identity when this happens, will show which way the relationship between the two worlds is moving.
- Platform changes. Changes to how streaming and video services recommend music could help or harm artists who rely on them.
Frequently asked questions
What is Indian independent music?
Indian independent music, often called “indie”, is music made outside the film industry. The artists usually write, perform and often produce their own songs, and they release them directly through streaming and video platforms instead of as film soundtracks. It covers many styles, from acoustic singer-songwriter pop to rock, hip-hop and electronic music, and is sung in Hindi, English and many regional languages.
Why has Bollywood dominated music in India?
Hindi cinema has long used songs as a central part of storytelling and marketing. Soundtracks are released before films to build interest, and successful films keep their songs popular. Record labels have built large businesses on film music rights. For many years, radio, television and retail favoured film songs, which left non-film artists with less exposure in the Hindi-speaking mainstream.
What is a playback singer?
A playback singer records songs that actors then lip-sync to on screen in Indian films. Playback singers can become very well known, but their work traditionally depends on composers and producers choosing them for particular films. Independent artists who write and perform their own songs work differently. They do not usually need a film to reach the public.
How do independent Indian artists find audiences without films?
Most use streaming services, video-sharing sites and social media. Songs are released through digital distributors, promoted through short video clips and spread by playlists, recommendation algorithms and word of mouth. Live performances then help turn online listeners into regular fans. Success still depends on visibility, but it no longer needs a film studio’s backing.
Why would a musician release songs rarely?
Some artists release music infrequently so they can focus on quality, avoid rushing work and keep a clear artistic identity. Each release may then feel more significant to fans. The trade-off is that streaming platforms often reward regular activity, so long gaps can reduce visibility. Artists weigh these factors in different ways, and no single approach is agreed to be best.
Can independent musicians in India earn a living?
Some can, but it is difficult. Income usually comes from a mix of streaming, live performance, brand work and licensing. Streaming payments alone are often modest, so touring matters a great deal. Reliable figures comparing independent musicians’ earnings with those of film-linked artists are not given in the source used for this article.
Sources and further reading
- BBC Arts: an interview with an Indian singer about succeeding without Bollywood and his selective approach to releases.
- Reporting by Indian national newspapers on the growth of non-film and independent music scenes.
- Industry reports from music trade bodies on streaming and the music market in India.
- Academic studies of Hindi film music, playback singing and the history of Indian popular music.
Surfaced from the rss:bbc_arts signal “Indian independent music success”. AI-assisted draft, editorially reviewed.
