Archive · 17 Nov 2025
India's Music Industry: From Bollywood to Social Media Stardom
In India, the way musicians become famous has changed.
Instead of only getting noticed through songs in movies, they can now share their music on apps like Instagram and YouTube.
This is how artists like Anumita Nadesan and Anuv Jain became popular.
Even though movie songs are still popular, making music online and connecting with fans directly is becoming very important for new singers.
These fans can then buy their special T-shirts or tickets to their shows, which is how artists make money these days.
Independent artists like Anumita Nadesan and Anuv Jain gained national recognition through social media platforms like Instagram and YouTube.
The 'full-stack' Bollywood music promotion model collapsed, leading audiences to discover independent artists during the lockdown.
Streaming services and social media allow artists to build direct fan communities, which can be monetized through merchandise and live events.
While film music still dominates consumption, its share has decreased, indicating a growing influence of artist-led, fan-driven music ecosystems.
Building a loyal digital fanbase is now crucial for artists, complementing the traditional boost offered by a successful Bollywood track.
- Who
- Independent artists like Anumita Nadesan and Anuv Jain, alongside mainstream playback singers and musicians.
- What
- A shift in India's music industry where independent artists are gaining stardom through social media and streaming platforms, rather than solely relying on Bollywood film soundtracks.
- When
- The shift has become more pronounced in recent years, particularly post-lockdown, with a noticeable trend in 2024.
- Where
- India
- Why
- The collapse of Bollywood's 'full-stack' music promotion model during the lockdown led audiences to explore independent artists on streaming platforms; artists are now building direct fan communities for monetization.
- Film Music Consumption (2024)
- 63% (down from 80% four years ago)
- Anumita Nadesan's Reel Views
- Over 20,000 in one week
- Anuv Jain's YouTube Subscribers
- More than 3 million
- Tenu Sang Rakhna Streams (Spotify)
- 78 million
- Tenu Sang Rakhna Views (YouTube)
- 8.2 million
- Anumita Nadesan's 2020 Cover Views
- 6.2 million