Music streaming

Music streaming apps are rocking India to new tunes

The pandemic has definitely redefined the music listening arena in India, making it an exciting space for both creators and consumers.

The rapid rate at which international music streaming apps are flourishing in India, makes it one of the top music consumers in the world.

Each player comes with their own unique specialty with cutting edge competition, while providing more options for consumers.

While recent entrant Moodagent from Denmark has the “artificial intelligence” advantage, Tidal is unique at “high fidelity”. However, Amazon Music boasts of “High Definition” quality, Spotify’s “Only You” feature is a personalized experience based on users’ changing listening habits. Apple cleverly launched lossless and spatial audio, and the Dolby Atmos segment at no extra cost, while other gamers charged extra for the feature.

The pandemic has definitely redefined the music listening arena in India, making it an exciting space for both creators and consumers.

Spotify spokesperson explains what makes India a lucrative market for international players. “India is one of the fastest growing and most important markets for Spotify. There is a thirst in the Indian market to discover new content. The music market is going through fundamental changes, where apart from the film music, independent music is booming. from RADAR India, one of our biggest independent playlists and part of a larger initiative, has grown 500% since May last year. India is also advancing rapidly in terms of increasing internet penetration, content consumption and consumer expectations of brands – these factors make India so special.” Spotify has occupied a huge space in just 2.5 years in India with over 10,000 Indian artist profiles and 36 original podcasts. “With every campaign, our goal has been to get as local as possible. On the music front, we’ve invested deeply in working with the local community of artists and labels, whether film, non-film or independent. , to educate them on how they can best use the app,” the Spotify spokesperson explains.

Ritnika Nayan, CD baby, Director, Market Development India, explains what makes India a rewarding space.

“Music is a big part of Indian culture – be it the film industry, traditional, folk, classical or indie music. Everyone consumes music in India. If you look at the data and mobile penetration across the country, it just makes sense for music apps to come to market, as it can be a very lucrative business,” says Ritnika.

Gaurav Balani, bassist of the group “Parikrama” agrees: “There is literally a listener for all kinds of music in our country because of the cultural importance. Not to mention the major imprint of the music industry of Bollywood, which represents a major listener base in India.”

Singer Apeksha Dandekar attributes the evolution of music consumption to multiple browsing options and the emergence of independent music adding freshness. Apeksha says, “There are definitely more options for streaming music and subscription models make it easier for people to access different types of music. I think it’s great that indie music is also coming back with a vengeance and being appreciated.

The playback singer has movies like ‘Bheja Fry 2’, ‘Singh is Bling’, ‘Zubaan’ under her belt.

Singer Shilpa Rao explains how the dynamics of listening to music during the pandemic have led to major change. “The main experience of attaching to a song is on the phone, while driving or at home. Now you have the possibility to browse the whole album at ease and turn to the music you love”, explains Shilpa.

Shilpa delivered hits like ‘Malang’ (‘Dhoom 3’), ‘Bulleya’ (‘Ae Dil Hai Mushkil’) and the latest ‘Phuljhadiyon’ (‘Mimi’) to name a few.

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