Sounds of Bharat: Spotify’s New Indie Push Amplifies India’s Musical Roots

Image Source : NewsBytes

Spotify has launched its latest initiative, Sounds of Bharat, aimed at spotlighting India’s vibrant independent music scene. The program is designed to elevate regional voices, folk-inspired compositions, and genre-defying artists who are reshaping the country’s sonic identity.

Key Highlights from the Launch

•⁠ ⁠Sounds of Bharat will feature curated playlists, artist interviews, and live showcases across major cities

•⁠ ⁠The campaign focuses on regional languages and folk fusion, with artists from Tamil Nadu, Assam, Rajasthan, and Bengal taking center stage

•⁠ ⁠Spotify’s data shows a 2,000% surge in global streams of Indian artists between 2019 and 2023, with over 11.2 billion first-time listener discoveries in 2024

Artist Spotlight and Community Impact

•⁠ ⁠Indie stars like Prateeksha Srivastava, Anshu Shukla, and Pulkit Jain are headlining Offstage Live, a community showcase in Mumbai on July 23

•⁠ ⁠Prateeksha’s viral hit “Naino Ki Toh Baat” has crossed half a billion plays, while her collaborations with Sunidhi Chauhan and Vishal Mishra have expanded her reach

•⁠ ⁠Anshu and Pulkit bring acoustic storytelling and satirical songwriting to the mix, reflecting the diversity of India’s indie ethos

Why It Matters

•⁠ ⁠Nearly 50% of royalties earned by Indian artists on Spotify in 2024 came from international listeners

•⁠ ⁠Regional genres like Tamil pop, Punjabi hip-hop, and Malayalam rap are gaining traction globally

•⁠ ⁠The initiative supports India’s growing artist economy, with more musicians earning over INR 1 crore annually from Spotify alone

Sources: Spotify Newsroom, Radioandmusic.com, Deliver My Tune Blog, Variety.