Independent music, not Bollywood, may be India’s global crossover
Posted on: 8 mars 2021, by : Amit Gurbaxani

Spotify CEO Daniel Ek recently told Music Ally that he believes “100% that we’re going to see a rise of Bollywood and new types of Indian music making it into the global scene in the very near future”.
As an Indian journalist who’s been covering Bollywood and other types of Indian music for two over decades, I only half-agree with Ek. I don’t believe Bollywood is going into the global charts any time soon, and I’ll tell you exactly why. But first…
Indian pop quiz time!
Q1. Who’s the most streamed artist on Spotify in India?
A1. Hindi film playback singing superstar Arijit Singh.
Q2. What’s Arijit Singh’s rank on Spotify overall?
A2. At the end of January this year, his 8.78 million monthly listeners were enough to place him at No.500 in the world.
Spotify doesn’t display artist rankings below that position and last month, even though Singh’s listenership grew to more than nine million users, he fell out of the top 500.
The post Independent music, not Bollywood, may be India’s global crossover appeared first on Music Ally.
Source: Music ally

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