Fate of the Music Industry in India
By Bon Ami Laishram
The music industry has long stood as one of the most emotionally resonant and economically robust sectors in entertainment. For millions of music lovers, music isn’t just a hobby—it’s life itself. Across genres and geographies, music has birthed icons who are not only immensely talented but also globally influential. In the West, musicians often enjoy greater recognition than movie stars, thanks to their ability to embody multiple creative roles—singer, songwriter, performer, actor, and more.
But what about India? Can our music industry compete with this dynamic global wave? Or is it still tethered to the shadows of cinema?
A striking example of the Western approach is the 2018 Hollywood film A Star is Born, directed by and starring Bradley Cooper alongside Lady Gaga. Gaga, being a professionally trained singer-songwriter, co-wrote original tracks for the film and performed them herself. Cooper, rather than lip-syncing, chose to train and sing for the film, delivering a compelling dual performance as actor and musician. This synergy showcased the depth and range of modern Western performers.
In contrast, the Hindi film Aashiqui 2 (2013), while emotionally powerful and musically rich, adopted a more compartmentalized approach. Professional singers recorded the songs, lyricists penned the words, composers shaped the soundtracks, and actors lip-synced on screen. Veteran actor Rishi Kapoor once criticized this lip-sync culture, stating in Aap Ki Adalat, “Actors must convince the audience they’re actually singing—even if they’re not. Their neck veins should pop out; they should act like it’s real.”
The music industry in India has traditionally been a subsidiary of the film business. Songs are created to complement the storyline, often becoming marketing tools rather than independent works of art. The talents behind a track—singer, composer, lyricist, producer—often remain behind the curtain, while the actor lip-syncing on screen takes the spotlight.
This model not only limits creative freedom but also stifles recognition for the actual musical talents involved. Many legendary playback singers have remained underappreciated throughout their careers, overshadowed by the actors whose faces appear on screen and some of them still prefer the way it is.
The Digital Revolution
The launch of Reliance Jio in 2016 was a watershed game changing moment for the music industry. By making mobile data affordable, Jio democratized internet access across India. Before Jio, streaming a song or video online was a luxury. After Jio, it became the norm.
This affordability birthed a new era for independent musicians. Platforms like YouTube, Spotify, JioSaavn, Gaana, and Apple Music enabled artists to showcase their talent without depending on film productions or big labels. Cover songs, indie originals, and experimental music began reaching millions of listeners across the country.
Names like Prateek Kuhad, Ritviz, Arjun Kanungo have now carved out successful, self-sustained careers outside Bollywood, gaining loyal fanbases online and offline.
One of the earliest examples of digital-first success was Gajendra Verma, who rose to fame in 2011 with Emptiness. Despite using a viral backstory as a marketing gimmick, his musicality stood out. Verma has since distanced himself from the film industry, vowing to create music that is composed, sung, written, and performed by him alone. His journey reflects a broader shift toward self-owned artistry.
This wave of self-reliance is empowering musicians to control every part of the creative and commercial process—something that was once considered unattainable in India.
Revenue Models and Industry Realities
India’s music ecosystem is slowly adapting. The Indian Music Industry (IMI), a trust founded in 1936, protects copyright and promotes legal distribution. Today, labels generate revenue from streaming royalties, live events, sync licensing, and digital ads.
However, many independent artists still struggle with monetization. Understanding copyright law, managing digital distribution, and marketing oneself are skills not traditionally taught to musicians. As a result, many lose out on potential earnings or fail to scale their reach.
In the West, artists often work with specialized managers, agents, and legal teams who help them navigate these complexities—enabling them to focus on their craft while ensuring financial stability.
In the current trend, streaming dominates consumption with over 500 million Indians stream music regularly. Spotify, YouTube Music, Wynk, and Apple Music are the key players, with regional language music (Punjabi, Tamil, Telugu, Bengali) growing rapidly. Musicians are leveraging Instagram, Patreon, and YouTube memberships to connect directly with audiences and earn income. Digital access has allowed fans and critics to identify “inspired” or copied compositions. Transparency is pushing for greater originality.
However, music in India still largely thrives through films, limiting the scope for non-cinematic narratives or experimental genres. It lacks multi-disciplinary artists unlike their Western counterparts, few Indian artists are singer-songwriters, composers, and performers all in one. Singers aren't well recognized, for instance, talented playback singers like KK and Mohit Chauhan have faced career stagnation due to changing industry preferences and label politics.
India is brimming with musical talent, and the audience is more receptive than ever. With digital tools, cheaper internet, and evolving tastes, the time is ripe for a cultural shift. To break free from the cinematic colonization of music, Indian artists must become holistic creators—writing, singing, producing, and performing their own works.
The fate of Indian music lies in its ability to reinvent itself—by giving voice to the unseen and spotlight to the unheard. It’s time to let music stand on its own stage.
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