Archive · 20 Jun 2025
Streaming Services Provide Boost for Indie Musicians
Imagine you're a musician who makes cool songs.
Now, imagine your song gets played in a popular show on Netflix or Amazon.
Suddenly, lots of people hear your music!
This is what's happening to many indie musicians in India thanks to streaming services.
They're using music in shows and movies, which helps artists find new fans and make money.
It's like a shortcut to getting famous.
Also, these streaming platforms are giving artists more creative freedom, allowing them to experiment with different sounds.
This new way of doing things is helping more musicians get their music heard, especially in smaller places, and change the way music is made and used in the industry.
Streaming platforms like Netflix and Amazon Prime Video are boosting the careers of indie musicians by featuring their music.
Sync licensing, where pre-existing music is used in visual media, has become a significant revenue stream and discovery tool.
OTT platforms offer creative freedom and prioritize story-telling over solely commercial driven music.
The Indian music industry is shifting towards licensing pre-existing music, opening new monetization pathways for musicians.
Music supervisors and platforms are working to streamline the sync process and support emerging artists.
- Who
- Indie musicians, music supervisors, streaming platforms (Netflix, Amazon Prime Video), and production houses.
- What
- Streaming platforms are providing new opportunities for indie musicians by featuring their music in shows and movies.
- When
- The shift is currently happening with the rise of OTT platforms.
- Where
- Primarily in India, but with global implications.
- Why
- To provide more content, open new revenue streams, and diversify the music landscape.
Traditional Music Industry
OTT Platforms
Artist selection
Traditional Music Industry
Focus on established music directors
OTT Platforms
Focus on indie/new artists
Rights
Traditional Music Industry
Lump-sum payment for music
OTT Platforms
Licensing songs and giving more autonomy to the artist
- OTT platforms mentioned
- Netflix, Amazon Prime Video, JioHotstar
- Sync Licensing Definition
- Using pre-existing music in visual media
- Example of success
- Kate Bush's 'Running up that Hill' increased streams after being used in Stranger Things
- Key Players
- Moko Koza, Alick Sethi, Ankur Tewari