India’s on the cusp of becoming a global music powerhouse 

India’s regional music landscape is also finding representation on international stages.

By Sasmit Patra

India has a rich musical heritage, from the ancient Vedic Era, when music served as a form of knowledge dissemination through hymns, to today’s Indie scene. Music is not merely a form of entertainment in India but an extension of our culture and identities. With more and more digital nagriks going online in search of music options, our heritage is finding a renewed life in this digital age, with over a trillion streams on streaming services from across genres- folk, devotional and indie, amongst others.

This is a cultural prominence and a substantial contribution to the economy, propelling India as the second-largest streaming market worldwide in 2023 and generating approximately Rs 12,000 crore annually.

Music as a global bridge 

As a universal language transcending geo-political boundaries, music has always played a special role in strengthening international relations. It is gradually becoming a powerful vehicle for nurturing India’s soft power globally. Legendary musicians like Maestro Ravi Shankar Prasad and AR Rahman have captured international audiences and won big at the Grammy Awards, with more and more artists making it to the list every year.

India’s regional music landscape is also finding representation on international stages. Diljit Dosanjh was the first Indian artist to perform at Coachella. Humankind, a talent from Kerala, has introduced Indian hip-hop to audiences worldwide. Collaborations between Indian and international artists are also a testament to our music's growing appeal and relatability, as reflected in Joi Barua’s work with UK-based musicians and, more recently, the Royal Philharmonic Orchestra. Such global recognition reinforces the power of India’s cultural diplomacy and reinstates the country as a hub of creativity and artistic expression.

Streaming platforms democratising music access and creation 

Access to music has been revolutionised, thanks to the stakeholders across the music streaming value chain. Ease of access, affordability and availability of personalised libraries have made these streaming options a go-to choice for Indian music lovers. This interaction is more interesting because these platforms offer audiences behind-the-scenes content and profiles that deepen the listener’s connection with their favourite musicians. These platforms also allow artists to showcase their work globally without any traditional hindrances, such as record labels or financial constraints. This democratisation of music creation has provided independent and regional artists a platform to flourish in their niches or languages and connect with their respective audiences.

My state, Odisha, with its culturally and artistically rich heritage, is home to music legend Akshay Mohanty and the three-time award-winning folk song Rangabati. This legacy is being carried forward by independent artists in Odisha, who no longer have to rely on record labels to share their music with the world. The creative freedom offered by these streaming platforms has also enabled artists to explore niche genres like indie and hip-hop in their regional languages, thus allowing Indian and global audiences to access content in Kannada, Tamil, and Telugu, to name a few.

This change has also broadened the music industry into a massive ecosystem driven by artists, event managers, background artists, venue operators, and advertising agencies. This ripple effect has boosted the economy by creating jobs and opportunities across diverse sectors.

Navigating challenges in the digital age

Despite the remarkable growth of the music industry in India, challenges continue to persist, including piracy, intellectual property concerns, and trust and safety issues. To ensure the continued growth of the industry and musicians, platforms must embrace a proactive role in identifying and addressing these concerns and navigating emerging issues such as AI copyright issues and AI-generated music.

The government, as a promoter of arts and culture in India, continues to encourage artists to create music through various schemes, scholarships, and grants. There is always more to be done. A framework that considers the realities of the digital age and the rights of artists will be a significant step in building an environment where creative voices can thrive and place Indian music heritage on the global stage.

A Vision for the Future

India stands at a critical juncture in its development into a global music powerhouse. This is an opportunity to exploit the synergies between traditional music roots and the digital ecosystem and put India on the top charts. Through a combination of balanced regulatory frameworks and active industry support, India has the potential to create a global impact that celebrates its heritage and artistic excellence. By striking the right chords, India can drive the Digital India initiative into a much more cultural-driven revolution, leaving its mark on the world stage.

(Sasmit Patra is a Member of the Rajya Sabha from Odisha and a member of the Parliamentary Committee on Communications and Information Technology.)

Views are personal and do not represent the stand of this publication.