In the ever-changing music industry, there is a revolution underway – one fueled by the fusion of DIY culture and cutting-edge technology. From the rise of independent artists to the integration of artificial intelligence, traditional models of music creation, distribution and consumption are changing, ushering in a new era of creativity and accessibility.
Jost, a former chartered accountant turned singer-songwriter, embodies this newfound independence. His song “Chor” reached the top of Spotify's Viral 50 (India), garnering over 1.5 million views on YouTube and trending on Instagram in the top three.
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Ghost's success underscores the growing influence of independent artists who forge direct relationships with audiences, bypassing the industry's traditional gatekeepers.
Gone are the days when artistes were beholden to record labels for exposure and infrastructure, says music director and singer Amit Trivedi.
“We live in a time of ‘trend’,” adds musician Ananya Dwivedi (unplugged_ananya on Instagram). Dwivedi is building a music platform for content creators. She adds that people on social media, especially Instagram users, need music for everything — their stories, photos and videos.
Sold for a song
Today's creative economy is not much different from other paid work industries. Just like thousands of people appear for competitive exams, but only a few make it despite studying the same course, not every passing artist or creative ends up with fame and money. Although digital platforms help musicians connect with their audiences directly to distribute a song, creating music is not a one-person job. The six stages of music production—songwriting, arranging, tracking, editing, mixing, and mastering—require skills and money.
Dwivedi, before becoming an independent artist, did a Rs 25,000 course to learn music production, and says she is now able to earn thousands of dollars thanks to it. I started setting up a home studio, creating videos for social media and gaining a fan base. Eventually, she tapped into the creator economy by opening her own “Creator School” to become an enabler in the music creation space.
Teaching social media friendly music and conducting masterclasses for building home studios and distributing music has become a growing business with a number of creatives across platforms.
Continuous stream
Trivedi adds that the rise of streaming services like Spotify and YouTube has leveled the playing field. “Artists can now release their music without any intermediary.”
However, “there are very few artists who earn from streaming,” says Dwivedi, unless they become a sensation like Badshah or the Kakkar brothers.
So where does the big money come from?
Tours, live shows, commissioned projects, collaborations, social video monetization, sales, etc. But to get there, again, the artist must be somewhat popular or get help from a label.
On the radar
Indie music, now the fastest growing category on Spotify in India, has seen its “Indie India” playlist grow over 200 percent in 12 months of 2023. Realizing the potential of indie music, Spotify has introduced initiatives like RADAR, Fresh Finds, Indie India, and more that. These initiatives provide emerging independent artists with a platform to connect with a wider local and global audience, including playlist curation and marketing support, both on and off the platform.
On average, RADAR India artists saw a 20 to 25 percent increase in followers after being playlisted. Artistes like Akshath Acharya, Tanmaya Bhatnagar and Naalayak recorded over 30 per cent growth in streams after their appearance on RADAR. Others like Kanishk Seth have found success in film music, proving that independent artists can move to mainstream platforms more easily.
“The independent music space in India, which used to be distinct from film albums, has witnessed a dynamic shift,” says Akshay Kapoor, CEO and Founder of Indian Music Diaries. “While independent artistes found opportunities to collaborate with the film industry, Bollywood artistes started exploring music outside films,” he says.
Listen to MADverse
One of the digital trends disrupting the industry – or perhaps helping it – is artificial intelligence. To measure their impact, it may be helpful to enter the “MADverse.”
Founded by tech entrepreneur Rohan Nishu Jain, it is a full-service platform for independent artists. MADverse enables everything from audio and video distribution, royalty collection, co-op royalty splitting, and management to marketing through tools like pre-save, master stream link, and link in bio (micro website builder). It also covers promotion through playlists and social media, and includes sync licensing for movies, games and TV.
“For an artist like me, who strives to grow while navigating the complexities of the industry, MADverse provides an invaluable platform, allowing artists to focus on creating art,” says Bharj Kale, a New Delhi-based singer, songwriter and producer.
Bharg, who has over 20,000 subscribers on YouTube and 33,000 followers on Instagram, recently unveiled his debut solo album 'Nikamma' with the help of MADverse.
The platform currently hosts more than 21,000 artists, including well-known artists like Prabh Deep, Rashmeet Kaur, Sunny Kaushal, Amit Bhadana, Yashraj, Bharj, and Abhijay Sharma.
Artists in the MADverse can access music production services offered through packages ranging from free to Rs 2,999 per year. Artists' earnings come from streaming royalties and sync licensing, with some reaching upwards of Rs 10 lakh.
On what makes MADverse different from traditional labels, Jain says: “The main difference is the spirit and accessibility of the tools, which are usually reserved for established artists.” He adds that the platform prioritizes transparency in data and numbers, “a feature that is often lacking in traditional naming conventions.”
He adds that despite availing these services, artists retain full ownership of their songs. “With a decentralized system that enables artists to take center stage, art prevails.”
For a musician willing to pay Rs 800, the platform claims to help in mastering music tracks in just two minutes. And there's more.
The platform on Friday launched its AI Art Cover Generation tool as an alternative to designers and production houses, some of whom are said to be charging an arm and a leg. Using this tool, musicians can describe the essence of their song, or provide keywords, and the AI will generate a set of unique, professional-quality cover art options. Jain says he also plans to roll out an AI-powered artist relations executive with 24×7 service.
Music Creators Toolkit
Repell him: The song with the hook is a winner on digital platforms
authenticity: The best trends are often driven by original and unique content
Playlist: A great way to showcase music on streaming platforms to an audience that may not be exposed to it yet
Building communities: Online chat groups, like the ones Instagram makes available to creators, allow consistent communication with fans
cooperation: Creating with other musicians, both within and outside the genre, to reach new audiences
For social media: Success equals the number of “Saves”, “Views” and “Shares”
Music for marketing: Brands are digging music as a marketing strategy
