For decades, Bollywood has reigned supreme as the nerve center of Indian music. The larger-than-life films, grand music launches, and chart-topping soundtracks have dictated what India listens to. But a silent revolution has been brewing. From YouTube to Spotify, and from independent gigs to global awards, a new era is unfolding — one where indie musicians are finally stepping out of Bollywood’s towering shadow and into the spotlight. The question now is: Is the Bollywood monopoly on music finally breaking?
The Bollywood Stronghold
Traditionally, the Indian music industry has been synonymous with Bollywood. Music labels like T-Series, Saregama, and Sony Music have long relied on film soundtracks for commercial success. Playback singers became household names only when attached to film songs, and composers rarely found space outside cinema.
Songs weren’t just part of a film’s narrative; they were the marketing engine. Audiences flocked to theatres not just for stars like Shah Rukh Khan or Salman Khan, but also for the musical experience — the romance of Kabira from Yeh Jawaani Hai Deewani or the dhol beats of Gallan Goodiyan from Dil Dhadakne Do.
This tight coupling of music and movies left little room for independent artists to bloom. But the last decade, and especially the post-pandemic digital explosion, has changed everything.
Rise of the Indies: A Parallel Universe
Indian indie music — once relegated to niche cafes and late-night All India Radio sessions — is now attracting millions of listeners globally. Platforms like YouTube, Spotify, and Instagram Reels have become the new music directors, giving voice to musicians beyond Bollywood.
Example 1: Prateek Kuhad — From Jaipur to Obama’s Playlist
When Jaipur-born singer-songwriter Prateek Kuhad’s cold/mess made it to former U.S. President Barack Obama’s favorite music list in 2019, it was a defining moment for Indian indie music. Kuhad, who sings in both English and Hindi, carved a space for intimate, acoustic-driven storytelling that struck a chord across the globe.
He was never part of Bollywood’s formula-driven music factory — no flashy dance numbers or lip-syncing heroes. And yet, with minimal marketing and maximum heart, he built a global fan base. Kuhad was also awarded the MTV Europe Music Award for Best India Act in 2016.
Example 2: Ritviz — The Boy from Pune Who Remixed Success
Ritviz Srivastava’s song Udd Gaye, which blends Indian classical vocals with electronic beats, became a viral sensation in 2017. It wasn’t backed by any film or major label. Instead, his quirky videos and powerful sound caught the attention of both youth and music critics.
In an interview with The Indian Express, Ritviz said, “I didn’t wait for Bollywood to discover me. The internet did.” His self-produced tracks now rake in millions of views and he’s performed at festivals like NH7 Weekender and Sunburn — once reserved for international EDM stars.
Example 3: The Divine Rise of Hip-Hop
Hip-hop artist Vivian Fernandes, popularly known as Divine, rose from the chawls of Mumbai to redefine Indian rap. His life inspired the 2019 Bollywood film Gully Boy, but Divine was already a phenomenon before the movie.
He started rapping in English, switched to Hindi to connect with local audiences, and now runs his own music label, Gully Gang Entertainment. Divine’s tracks like Jungli Sher and Mirchi echo street realities and urban youth angst — topics Bollywood rarely touches with such rawness.
In 2021, Divine became the first Indian rapper to be featured on Spotify’s Times Square billboard in New York — a milestone not orchestrated by Bollywood, but by the power of independent digital reach.
Awards & Global Recognition
Indian indie artists aren’t just surviving — they’re thriving and earning accolades. Here are some notable recognitions:
- Parekh & Singh, a Kolkata-based dream pop duo, have been featured in Rolling Stone, The Guardian, and NME for their vintage, Wes Anderson-inspired music videos.
- Aabha Hanjura, a Sufi-folk indie artist from Kashmir, won the IRAA (Indian Recording Arts Academy) Award for Best Folk Music Production.
- Nucleya, the father of Indian bass music, won the GIMA (Global Indian Music Awards) and has had his music featured in mainstream ad campaigns and web series without any Bollywood push.
Why This Shift Matters
- Creative Freedom: Indie artists are no longer forced to tailor their sound to a film’s narrative or character. They can explore personal themes — love, politics, heartbreak, identity — with honesty and originality.
- Ownership of Content: Artists like Anuv Jain and Kamakshi Khanna are choosing to self-release their music, owning the rights and royalties, instead of signing away control to film studios or big labels.
- Democratized Discovery: Algorithms on Spotify and YouTube help users discover lesser-known musicians based on taste, not celebrity status. Viral reels and user-generated content are promoting tracks like Baarishein and Kho Gaye Hum Kahan more than any movie could.
But Is Bollywood Really Losing Its Grip?
Not entirely. Bollywood still holds massive cultural sway, especially in Tier 2 and Tier 3 cities. Big-budget films continue to churn out dance numbers that dominate weddings and radio playlists. And several indie artists eventually collaborate with Bollywood to expand their reach — think Qaran’s Tareefan or Jasleen Royal’s crossover hits.
What’s changing, however, is the direction of influence. Earlier, Bollywood discovered artists. Now, indie artists are being courted by Bollywood.
The Road Ahead
The rise of Indian indie music is not just a trend; it’s a cultural shift. It’s proof that listeners are hungry for variety, authenticity, and stories that resonate. It’s also a reminder that talent doesn’t need validation from film studios anymore.
As more Indian musicians find their voice — in bedrooms, balconies, and studios not funded by film — they are proving that music can stand on its own, without a dance number or a film star.
Bollywood may still be big, but it’s no longer the only beat India dances to.
