In a country as diverse and rich in musical traditions as India, the journey from a small-town performer to a national sensation has always been filled with roadblocks. However, with the advent of music platforms like Coke Studio, MTV Unplugged, and YouTube, the trajectory of an artist’s career has taken a revolutionary leap. These platforms have become modern-day stages where raw talent meets a massive audience, launching many once-unknown names into the limelight.
Let’s explore how these platforms are not just showcasing music but shaping careers, with real-life stories of Indian musicians whose lives changed after appearing on them.
Coke Studio: Amplifying India’s Folk & Indie Talent
Coke Studio, originally launched in Pakistan and later introduced in India by Coca-Cola and MTV, has created an iconic space where classical, folk, and contemporary styles blend harmoniously. It has spotlighted hidden gems of Indian music and given them a national, even global, stage.
One such success story is Bhanwari Devi, a folk singer from Rajasthan. Known for her powerful voice rooted in Manganiyar traditions, Bhanwari was relatively unknown outside folk circuits. Her Coke Studio India collaboration with music producer Clinton Cerejo in the song Kattey, alongside rapper Hard Kaur, became a cultural phenomenon. The fusion of Rajasthani folk with contemporary beats introduced her voice to urban listeners. According to a 2014 Times of India report, the success of Kattey led to her performing at major music festivals like NH7 Weekender and even abroad.
Another notable example is Mame Khan, a folk artist also from Rajasthan. His Coke Studio rendition of Chaudhary, a soulful fusion with composer Amit Trivedi, not only brought him nationwide recognition but also led to Bollywood playback opportunities. Khan later sang for films like Luck By Chance and Sonchiriya, and in 2019, he received the Best Folk Single award at the Radio City Freedom Awards.
MTV Unplugged: The Acoustic Route to Fame
MTV Unplugged India has served as a softer, intimate counterpoint to the otherwise glitzy music industry, giving artists a chance to reinterpret their songs in a raw, stripped-down format. While already popular celebrities often appear on the show, the format has also helped in elevating relatively newer voices.
A case in point is Jubin Nautiyal. Though he had appeared on music reality shows earlier, his appearance on MTV Unplugged helped solidify his identity as a versatile and soulful singer. Performing acoustic versions of his popular songs, Nautiyal gained appreciation for his vocal strength and emotional depth. In 2022, he won the IIFA Best Playback Singer Award for the song Raataan Lambiyan, further cementing his place in the industry.
Mohit Chauhan, while already known for his Silk Route days, saw his career re-energized through MTV Unplugged. His emotionally resonant performances on the show contributed to a resurgence of appreciation for lyrical and melodic depth in mainstream Bollywood music.
YouTube: The Democratization of Stardom
Among all platforms, YouTube has perhaps been the most disruptive. It has removed gatekeeping altogether, allowing anyone with talent and an internet connection to share their music.
A classic Indian success story is that of Arjun Kanungo. Originally an audio engineer and national-level shooting champion, Kanungo began uploading his original compositions and covers on YouTube. His debut single Baaki Baatein Peene Baad went viral, catching the attention of music label Sony Music India. From a YouTube artist, he transformed into a full-fledged Bollywood playback singer and even made his acting debut in Salman Khan’s Radhe.
Another YouTube-to-Bollywood sensation is Shirley Setia, a New Zealand-born Indian singer who started by posting covers recorded in her bedroom. One of her covers was selected as a winner in a T-Series contest, and her fanbase grew exponentially. By 2019, she was performing sold-out shows across India and had signed up for Bollywood films, including Maska on Netflix.
A standout example is Sanam Puri, the lead vocalist of the band Sanam. Known for their nostalgic Bollywood covers with a fresh twist, the band became one of India’s top independent music acts with millions of subscribers on YouTube. Their version of Lag Ja Gale has crossed over 90 million views, and they’ve been featured in Forbes India’s list of most influential digital stars.
According to a Hindustan Times feature from 2021, the band’s digital-first approach helped them maintain relevance and growth even during the pandemic, when live performances had stalled.
Awards and Recognitions: From Digital to the Real World
The real measure of these platforms’ impact is how artists have transitioned from digital or niche fame to mainstream recognition. Many of the artists mentioned have bagged prestigious awards:
- Mame Khan was conferred with the Rajasthan Sangeet Natak Akademi Award and has represented India at cultural expos abroad.
- Jubin Nautiyal has multiple awards, including Zee Cine Awards, IIFA, and Mirchi Music Awards.
- Sanam Band has been felicitated at the YouTube FanFest and featured in Rolling Stone India as one of the country’s biggest music brands.
Beyond Fame – Creating Musical Movements
Platforms like Coke Studio, MTV Unplugged, and YouTube have not only launched careers but have also reshaped the Indian music landscape. They’ve fostered an environment where regional, classical, and indie voices can coexist with commercial pop. Importantly, they have democratized the music industry, making it less reliant on film music and more open to experimentation and diversity.
As traditional gatekeepers lose control and audiences gain power, these platforms continue to be the stepping stones for India’s next music icons—whether from a folk village in Rajasthan or a bedroom studio in Bangalore.
The message is clear: in today’s India, if you’ve got talent, there’s a stage waiting for you—online and unplugged.
