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On a recent trip to New York, I spoke on a panel discussing the state of the global music industry. During the Q&A, someone asked, “When will the day come that Taylor Swift isn’t the biggest artist in the world?”
Answer: She already isn’t.
Now, maybe it’s a matter of perspective. From a Western vantage point, it’s a valid question. Given Swift’s ubiquitous media coverage, it’s hard to imagine a day when she isn’t at the top of our industry. In the past year alone, she has broken records, won awards, and inspired fans. But her achievements are only one slice of the global picture.
The music industry is increasingly interconnected, with content moving across markets and access to that content expanding in ways many do not see. With that comes the opportunity to reach massive populations from emerging markets, whose focus rests on domestic artists and local language content. I think a future where the next big global star arises from somewhere other than the U.S. is barreling towards us, and they won’t be singing in English.
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My confidence here is informed by my home, the United Arab Emirates, which sits at the intersection of Asia, Africa, and Europe, and has a population representing over 200 nationalities. I am deeply embedded in this region and its music industry, and I have firsthand exposure to music’s evolution in these markets, watching the increasing dominance of local language music and recognizing how it is reshaping pop culture. That change is happening quickly across listenership, subscription growth, access to music and more.
Evaluating a superstar from the West against a superstar from the East is not an apples-to-apples comparison. There is important context missing from the raw numbers, particularly in available streaming metrics, which fail to fully represent the consumption in the East or the potential for monetization in the years to come.
The multinational streaming platforms have thoroughly established themselves as the leaders in monetization. For example, Spotify has carved out a reputation as the market leader with over 602 million monthly active users globally, 236 million of which are paying. However, those multinational platforms are relatively new to the MENA region and other emerging markets and are still building a user base. In contrast, domestic streaming platforms in the wider region have had longer to build a strong user base (e.g., India’s Gaana boasts 200 million monthly active users), but their monetization hasn’t caught up yet.
However, if we look at the sheer market size, the opportunity in emerging markets is undeniable. The populations of the U.S. (330 million) and the U.K. (67 million) are dwarfed when compared to India (1.4 billion), MENA (489 million people), Pakistan (243 million), or Nigeria (227 million). Music consumption in some of these markets is already outpacing the West (in rate of growth) and will soon surpass the West (in volume).
The data is there. Emerging markets have been the major driver of global subscription growth since 2021, and Goldman Sachs’s 2024 Music in the Air reports their contribution is expected to reach 70% by 2030. In Luminate’s 2023 report they highlighted that India’s streaming volume increased by nearly half a trillion streams year-over-year vs. 184 billion for the U.S. At that rate, particularly as the U.S. reaches a point of saturation, we could see India surpass the U.S. in consumption this year.
You might think that the increased availability and monetization of streaming platforms in emerging markets would translate to the Taylor Swifts of the West reaching even more listeners. The truth is those listeners increasingly care more about their own domestic stars and regional music culture than what the West exports to them.
YouTube launched globally in 2005 and has long been the established service for streaming and discovering music, thereby more adequately reflecting music listening preferences in the region. If we look specifically at Swift, there is no denying she is massively popular on the platform. On YouTube’s Global Music Charts for April 19-25 (the week her latest album dropped), she sat squarely at #1. However, eight of the Top 10 songs that week were actually non-English releases by artists from around the world. How many of you know the Bhojpuri hit “Maroon Color Sadiya” (which was #3 that same week)? Expand that to the Top 40, and only eight songs are in English. This is only on YouTube; consider the impact of additional domestic streaming platforms, which are even more skewed toward local language artists in each market.
Local language matters; the era of pop music being defined as “Anglo-American” is over. Looking at streams per day in India in 2023, Statista found Hindi represented over 40% versus English’s 25% share. What’s more, vernacular language and regional music, which made up the remaining 34%, was notably the fastest-growing genre from 2020 to 2023. In its 2023 report, Luminate highlighted how the share of English language music declined by 12% globally since 2021, while the share of Hindi music has essentially doubled. Even in the U.S., the share of English language content is down 3.8% since 2021.
The global diaspora which is consuming Arabic, Hindi, and other global languages is in the West too, augmenting the shift I’m describing. The meteoric transformation of K-pop into a global phenomenon is a particularly strong example of this expansion, thanks to groups like BTS, BLACKPINK and Stray Kids. In addition to its huge following in Korea, the genre has swept the West, with Korean being the 3rd biggest language by consumption in the U.S. in 2023, according to Luminate.
So, is Taylor Swift really the biggest artist in the world? Given the change I’ve described in streaming adoption across emerging markets, the importance of domestic platforms, and the sheer fact that on a country-by-country level domestic acts reign, the answer is no. Last time I checked, India, Pakistan, the Middle East, China and most of Africa have their own superstars — and they represent most of the populated world. There’s no telling how high those local artists will climb before their stars eclipse the likes of Swift in ways that become much more obvious to the rest of us.
Spek is the founder/CEO of PopArabia & ESMAA and the executive vp of international & emerging markets at Reservoir. He was recently named to Billboard’s International Power Players 2024 list, having previously appeared on the list in 2021, 2022, and 2023.
Nora Fatehi, a Canadian-born Bollywood star with Moroccan roots, has signed a recording contract with Warner Music as the actress, dancer and singer looks to add “global music star” to her professional accomplishments. Based in India, Fatehi will work closely with WMG teams in the U.S. and globally on music-related releases and projects, but remain signed with Indian label T-Series for her Bollywood work.
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Fatehi made her name across India performing what are known as item songs — special musical numbers inserted into a movie — in numerous Hindi, Telugu, Tamil and Malayalam films. Her appearance in the 2018 film Satyameva Jayate, in which she performed the Bollywood classic “Dilbar,” led to her recording and sining an Arabic version of the song in collaboration with Moroccan group Fnaire that has racked up hundreds of millions of views on YouTube.
Her other musical endeavors have included collaborations with Tanzanian artist Rayvanny for the Afropop track “Pepeta,” as well as British singer Zack Knight for the pop song “Dirty Little Secret.” She has also released several solo tracks, including “I’m Bossy” earlier this year. According to WMG, Fatehi’s Bollywood songs have garnered over five billion views on YouTube, such as “Saki Saki,” Kusu Kusu” and “Garmi.”
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In late 2022, Fatehi shared the stage with global stars Davido, Ozuna, Manal, Balqees, Rahma and GIMS at the closing ceremony of the FIFA World Cup 2022 in Qatar, where she grabbed the spotlight for the English version of Cup anthem “Light the Sky.”
Indian music fans spend over 24 hours each week listening to music, with top genres including Bollywood and Indian Pop, among others, according to IFPI’s latest Engaging With Music report. Fatehi’s background and versatility, along with being fluent in multiple languages, means she won’t be limited to the vast market of her home base. The Middle East and North Africa, for example, was the fastest growing region for music in 2022, jumping 24%, reported IFPI, while Asia grew by 15.4%.
“Nora is an extraordinary talent, electric performer, and cross-cultural superstar whose music reflects the rich diversity of her background,” said WMG CEO Robert Kyncl. “Her passion and ambition are infectious and we’re excited to help her reach new audiences, places, and heights across the globe.”
Alfonso Perez-Soto, president of emerging markets for WMG, added: “I’ve been blown away by Nora’s star power. She has the creative ability and sheer stamina you need to become one of the world’s biggest artists. We can’t wait to put the global resources of Warner Music at her disposal as she starts the next chapter of her music career.”
In the meantime, Fatehi’s film career continues in its upward trajectory with the release on Friday (Feb. 23) of Crakk – Jeethegaa Toh Jiyegaa, a Hindi-language film billed as the “first-ever extreme sports action film in India.”
“I’ve enjoyed great success in my career so far, but this deal is a significant step forward in my musical journey, a new chapter in my international career,” she said. “My ambition is to be a global music star and performer, connecting with fans all over the world. I want to use my diverse cultural background to create music and dance that brings everyone together! I’m excited to work with Warner Music to leverage their experience and expertise to help me fulfill this goal.”
ByteDance will shut down its music streaming service Resso in India at the end of January, Billboard has confirmed with a ByteDance representative.
The decision, which was first reported by India-based outlet Moneycontrol, was made after Resso was removed from the Google Play and the Apple App stores in December on the orders of the Indian government. Billboard had not been able to determine the reason behind those removals at press time.
Notably, India was Resso’s last remaining market after the app was previously shuttered in Brazil and Indonesia.
“Unfortunately, owing to local market conditions, we can no longer continue to serve users of Resso in India,” said a ByteDance spokesperson in a statement sent to Billboard. “We have therefore taken the decision to shut down Resso and its associated operations on January 31st. Users will be offered a refund of their remaining subscription fees.”
Another factor working against Resso in India — where streaming competitors include such widely-used platforms as Spotify, Gaana, JioSaavn and Wynk — was Sony Music’s removal of its catalog from the service in September 2022.
ByteDance, the Chinese-owned company behind TikTok, first launched Resso in India and Indonesia in March 2020, offering both free and paid tiers, before introducing it in Brazil later that year. In May 2023, ByteDance ended the free tier, making Resso a premium-only service.
In July, ByteDance announced it would roll out its new social music streaming service, TikTok Music, in Brazil and Indonesia, leading to the shutdown of Resso in both markets. Just two weeks later, TikTok Music was launched in closed beta in three additional countries: Mexico, Australia and Singapore, followed by a public launch in those markets in October.
ByteDance confirmed with Billboard that it has no plans to launch TikTok Music in India, where the government banned TikTok in June 2020, along with 58 other Chinese-owned apps, citing data privacy concerns. Those bans were made permanent in January 2021.
Warner Music’s affiliates in Canada and India are teaming up for 91 NORTH RECORDS, a joint venture with the aim of identifying and launching artists of South Asian heritage.
Said to be a first-of-its-kind JV, the new entity is guided by celebrated artist and producer Ikwinder “Ikky” Singh, who has chalked up more than two billion combined streams with such songs as Shubh’s “Baller”, Diljit Dosanjh’s “Chauffeur” and Sidhu Moose Wala’s “Bambiha Bole”.
Ikky, who launched his own label, 4N Records, in partnership with Warner Music and Coalition Music in 2021, serves as creative director for 91 NORTH RECORDS.
The venture launches to the public today (Aug. 23) with its first signings, Canadian-based Punjabi artists Karan Aujla and Jonita Gandhi, both of whom work closely with Ikky and A&R director Charlie B.
“I’ve always been fascinated by the blending of Indian and Western sounds into culturally impactful, innovative music,” Ikky comments in a statement. The new business “exists to elevate artists pursuing this fusion. Punjabi and South Asian music already competes worldwide, and I’m thrilled to collaborate with emerging talents, showcasing and amplifying what they have to offer. This is no experiment; it’s the future.”
91 NORTH RECORDS was presented Tuesday with a special event at Warner Music Canada’s offices in Toronto. Its name is a reference to India’s country code and Canada’s geographical location, and the logo is inspired by India’s national flower — the lotus.
“There is an incredible new generation of talent rising, influenced by their South Asian heritage, and we want to make sure these artists are represented both here and around the world,” comments Kristen Burke, president, Warner Music Canada. The label “allows artists to be truly authentic, and our global network gives us the opportunity to showcase their culture on a global stage.”
Adds Jay Mehta, managing director, Warner Music India: “This is certainly going to be a gamechanger initiative for artists who will now have global support from A&R, marketing, collaborations and more.”
Canada is home to almost 2.6 million people of South Asian heritage. Those expats have a “strong musical connection” with the subcontinent, reads a joint statement from Warner Music Canada and Warner Music India.
Punjabi-Canadian acts accounted for three of the top 10 tracks in India last year, according to data supplied by IFPI.
MUMBAI — India is driving Spotify’s international expansion, vaulting into the top five territories in total users for the platform after just four years of operation in the country.
“India is the single market that has contributed the most to our global growth over the last year,” says Gustav Gyllenhammar, Spotify’s vp of markets and subscriber growth. The company’s user count in India has tripled over the last two years, according to Gyllenhammar.
Spotify did not provide numbers, but Comscore estimates the platform has about 55 million monthly active users (MAUs) in India, and Spotify is the country’s top audio-streaming service in terms of engagement, with nearly 10 billion tracks streamed in India in January alone, sources close to the company say. Last year, Spotify says, Bollywood playback singer Arijit Singh tallied more streams on the app than Beyonce. Then in January, Singh broke into the top 10 of Spotify’s Global Top Artists chart, even though most of his plays were in India.
Despite this, India is not a top five revenue market for the service, Gyllenhammar says, demonstrating the limits of the country — which has 1.4 billion people and is expected to soon pass China as the most populous nation — as a music market. Multiple factors are at play, including India’s significantly lower per-stream payouts, a resistance to paying for music subscriptions and the challenges of a market with two official languages and another 22 regional ones.
India was the 17th-largest recorded-music market in 2021 with $219 million in revenue, up 20% from 2020 and driven largely by streaming, according to IFPI’s Global Music Report. But at just $0.16, its per-capita music revenue is among the lowest in the world.
India’s economy is one of the world’s largest, but a 2022 report by the International Monetary Fund ranks its per-capita income at 140 out of 190 countries, which contributes to the problems streaming services have in getting more consumers to pay for subscriptions. A monthly Spotify subscription costs 119 rupees ($1.45) compared with $9.99 in the United States. Gyllenhammar says the service doesn’t plan to increase prices in India in the near future.
India’s streaming market is estimated to have over 300 million MAUs. (For comparison, there are 219 million in the United States.) When Spotify launched there in 2019, it was the eighth major audio-streaming service to enter a market ruled by local streaming services Gaana, JioSaavn and Wynk. Since then, it has overtaken Gaana, which has turned into a subscription-only service after talks for an acquisition by Wynk’s parent, the telco Bharti Airtel, fell through. JioSaavn, which saw an overhaul of its top management last year, has witnessed a fall in engagement.
Though JioSaavn and Wynk still have more MAUs than Spotify, 20.1% of respondents picked Spotify as their favorite music streaming service, compared with 4.9% who chose either JioSaavn or Wynk, in a study conducted last year by IFPI and the Indian Music Industry, the country’s recorded-music trade group. (YouTube topped the list with 46%.)
Spotify’s closest competition for engagement, according to industry insiders, is ByteDance-owned Resso, which officially launched in India in March 2020 as one of three test markets for the app outside of China. (Indonesia and Brazil are the others.) Resso, they say, has a stronger presence in smaller cities and tallies a similar number of streams. But it’s been growing at a slower rate than Spotify and has been affected by the loss of Sony Music’s catalog — which includes several hit Indian film soundtracks — after Sony removed its titles from the service in September.
Indian music executives say Spotify has better technology for generating algorithmic recommendations and playlist personalization — and that gives it an edge over domestic rivals. It also emulated its local competition by emphasizing the importance of regional-language music and by creating a generous ad-based tier.
In India, Spotify offers a mobile-only “mini” subscription where users pay 7 rupees ($0.09) per day. It offers ad-free music on phones, group listening sessions and downloads of 30 songs per device. There aren’t any restrictions on the number of songs free users can stream in the ad-based tier.
A Focus On Servicing Local Languages
Today, in addition to English, Spotify offers its service in 12 Indian languages, including Hindi, Bengali, Punjabi and Urdu. To focus on local languages, Spotify has had to customize its operations. “Until we came to India, most [of our] markets [were dominated by] one or two languages,” says Amarjit Singh Batra, GM/managing director for India. “The whole structure, from the teams to the way we work to how we look at recommendations, curation — every piece had to be re-looked at.”
Local content accounts for about 85% of listening on domestic platforms like JioSaavn and Wynk, for example, but initially only made up 20% to 30% of Spotify streams in the market. “When we launched, consumption looked very similar to many other countries globally, [which is] predominantly international English-language music,” Gyllenhammar says. Then Spotify pushed to expand its audience beyond India’s big cities, and today, out of Spotify’s 184 markets, India has the highest share of local consumption, at 70%.
During the pandemic, as competitors tightened their budgets, the Swedish company says it spent heavily on nationwide and region-specific advertising and marketing — including ads on broadcast and streaming TV. “We have never paid so much attention to marketing in any single market,” says Gyllenhammar. The platform has run marketing campaigns in Hindi and English, as well as the four main languages spoken in south India: Telugu, Tamil, Kannada and Malayalam.
Spotify has also resisted pressure from labels to ensure their songs feature at the top of playlists, which music companies had come to expect from Indian platforms. “They keep looking at Spotify to be something like that,” says Padmanabhan “Paddy” NS, Spotify’s head of artist and label partnerships. Instead, Spotify realized early on the potential of independent and non-film music and showcased them through playlists and programs such as Radar. The strategy paid dividends during the pandemic when the closure of cinemas led to a paucity of new soundtrack releases, which local platforms had relied on.
Since it launched in the country, Spotify has more than doubled its number of India-based employees, Gyllenhammar and Singh say, and they’re planning to expand their India ad sales teams five-fold by the end of the year. (They decline to share how many people the company currently employs in India.)
While India is primarily a low-price, high-volume play for Spotify, the country offers tremendous growth potential. It has the second-largest share of internet and smartphone users in the world (after China), at about 658 million, though that’s just under half of its total population. (The United States and the United Kingdom both have 90% internet penetration.) “If you look at other sectors online, whether it’s in search or social media or e-commerce, [India is] a billion-dollar market for the global players,” Gyllenhammar says.
Singh Batra says Spotify’s focus over the next four years will be on reaching “a level where the audience for each and every core [Indian] language is able to say, ‘Spotify is for me, for my region.’” By focusing on regional-language listeners, Spotify aims to gain new consumers in smaller cities and rural areas, as well as by pulling customers from JioSaavn and Resso, which dominate those regions.
The company says it’s gaining subscribers in India at a faster rate than total users. In 2022, premium subscriptions grew by 85% and MAUs by 80% year on year. Spotify executives say they see India following the same growth path as Latin America, where the level of paid users is now about the same as the global average of 40%.
It took eight years after Spotify launched in Brazil in 2014 for the region to reach that 40% level, Gyllenhammar says. “It didn’t happen in the first four years,” he observes. “It happened during the second phase of those eight years. So similarly, for India, the next four years is a period where we will see improvement on this side.”
MUMBAI – Spotify has removed Indian record label Zee Music Company’s catalog after negotiations for a renewal of their licensing agreement fell through, Billboard has learned. As a result, the No.1 track on Spotify in India over the past two weeks, “Apna Bana Le” from the soundtrack to the 2022 Hindi film Bhediya, is no longer available on the platform.
“Spotify and Zee Music have been unable to reach a licensing agreement,” Spotify says in a statement sent to Billboard. “Throughout these negotiations, Spotify has tried to find creative ways to strike a deal with Zee Music and will continue our good faith negotiations in hopes of finding a mutually agreeable solution soon.”
Anurag Bedi, the chief business officer at Zee Entertainment Enterprises, declined to comment.
Apart from Spotify, Zee Music Company is also absent from Gaana, which it disappeared from in 2022 only a few months before the Indian audio-streaming platform became a subscription-only service.
On March 14, the last day its releases could be streamed on Spotify, Zee Music had over two dozen tracks on Spotify’s Daily Top 200 Songs chart for India. These included long-running Bollywood hits such as “Maiyya Mainu” from Jersey (2022), the title tracks from Kalank (2019) and Pal Pal Dil Ke Paas (2019), “Makhna” from Drive (2019), “Namo Namo” from Kedarnath (2018) and “Zaalima” from Raees (2017).
The label’s catalog also includes soundtracks to films distributed by sister company Zee Studios, such as the 2018 rom-com Veere Di Wedding and the 2019 hip-hop-centric Gully Boy.
Zee Music Company, which is part of the Zee Entertainment Enterprises media conglomerate, is one of India’s largest domestic record labels. Its YouTube subscriber base of 93.6 million makes it the second most-subscribed-to Indian music channel after global leader T-Series, which boasts 239 million subscribers.
MUMBAI — Drawing more than 60,000 music fans over two days, with 40 artists performing on four stages spread across 50 acres, the inaugural edition of Lollapalooza India this weekend conquered the mantle of the largest multi-genre festival ever held in India.
In the country’s exponentially growing live music scene, Lollapalooza was somewhat late to the party, arriving more than a decade after multi-genre properties such as the Bacardi NH7 Weekender and Vh1 Supersonic. That meant audience expectations for an international brand like Lollapalooza were somewhat higher, especially because ticket prices (between $70 and $90 for advance purchase) were almost double those for its homegrown Indian counterparts.
To Indian music fans it felt like a super-sized Weekender, with some of the former programming and production team members working for Lollapalooza. The main difference: huge stages with amped-up sound and light production. Lolla’s crowd of roughly 30,000 per days also topped Supersonic’s latest edition in 2020, which pulled in about 20,000 over two days; and last November’s Weekender, which drew a little less than 20,000 per day over three days, according to people who work with the festivals.
Indian promoter BookMyShow — which previously produced stand-alone concerts by Justin Bieber and U2 at a cricket stadium in the outskirts of the city — staged the first installment of Lollapalooza India at the Mahalaxmi Racecourse, situated in the heart of Mumbai on a narrow road that frequently witnesses traffic snarls.
For many of the domestic acts — which made up 60% of the line-up — Lollapalooza was the biggest event they’ve played in their career to date. The festival featured headliners Imagine Dragons, The Strokes, Diplo, Cigarettes After Sex and Indian hip-hop star Divine, with debut India performances from Chinese pop star Jackson Wang and U.K. indie rock trio The Wombats.
Watching the performances, Lollapalooza felt a lot like a festival in the U.S. or Europe. But it also suffered from the same problems that plague other Indian festivals. Sound-related issues hindered some sets. Attendees lost cell phone service towards the evening. Bottlenecks at the end meant those who drove to the venue needed over an hour to leave, despite BookMyShow having encouraged the use of public transport by not providing on-site parking.
Lollapalooza India will also be remembered for the rampant reselling that took place prior to the festival, over WhatsApp groups and through messages shared on posts from the festival’s official Instagram page. The majority of resellers weren’t scalpers, but rather customers who bought early bird tickets in August and were disappointed by the line-up when it was revealed in November, according to one poll on Twitter.
The roster had been rumored to include such names as Metallica, Pearl Jam and Green Day, who had played the 2022 editions in the U.S., South America and Europe, as well as Red Hot Chili Peppers and Arctic Monkeys, who are touring Asia right now. BookMyShow, which co-produced the festival along with Perry Farrell and C3 Presents, neither confirmed nor denied the rumors, fueling speculation that at least some of those names might be on the bill. (Billboard reached out to BookMyShow for comment on Monday about the rampant reselling and fan issues with the final lineup but has not heard back yet.)
The Indian edition included a bunch of acts, such as metal band Bloodywood, pop ensemble Easy Wanderlings, alternative rock group The F16s and pop-rock outfit The Yellow Diary who have already performed at several festivals this season — as well artists like Divine and singer-songwriter Prateek Kuhad, who have recently gone on nationwide tours.
The backlash posed some interesting questions: Is it fair game for festival promoters to sell tickets before the line-up is announced? How many of its headliners does a global festival have to replicate to live up to its “international” reputation? Does India have enough festival-worthy acts to sustain the number of festivals being staged?
Despite a consistently growing listenership for international music on audio-streaming services, promoters in India have yet to solve logistical and infrastructure challenges. The economics of bringing million-dollar international artists to the country for a one-off show are far trickier than booking them for multi-city dates across Europe and South America, other continents to which Lollapalooza has expanded. This is coupled with the severe lack of venues for events the magnitude of Lollapalooza in cities such as Mumbai where there are few vast open grounds.
Among the most talked about sets were those by Imagine Dragons, The Strokes, Greta Van Fleet and Canadian-Punjabi hip-hop star A.P. Dhillon (who some criticized for relying heavily on a backing track).
Lollapalooza India 2023.
Courtesy Photo
From the number of revelers that flocked to their stages, it was evident India has a fervent following for acts as wide-ranging as dream-pop band Cigarettes After Sex and former K-pop idol Jackson Wang, to electronic music producer Madeon and indie pop group Japanese Breakfast.
While the organizers might have played it relatively safe with the Indian line-up, most local artists drew sizable crowds, with Divine and Kuhad attracting thousands in a testament to their current superstar status. Farrell, meanwhile, was seen walking around the festival site and being stopped for selfies by fans.
A substantial proportion of the attendees comprised first-time festival goers, including Mumbai residents who didn’t have to take the effort of traveling to neighboring city Pune where Weekender and Supersonic are held.
After originally debuting in 1991 as a farewell tour for Farrell, the singer of Jane’s Addiction, Lollapalooza has been an annual multi-genre event in Chicago’s Grant Park since 2005, after Farrell and William Morris partnered with Austin-based Capital Sports Entertainment (now C3 Presents). The festival expanded to South America — Santiago, Chile; São Paulo and Buenos Aires — and to Berlin, Paris and Stockholm. In 2014, Live Nation bought a controlling interest in C3.
As they get set to work on the 2024 edition of Lollapalooza India — C3 Presents partner Charlie Walker told Billboard in July that they “don’t go anywhere with the expectation of not going on forever” — the organizers have plenty of feedback to consider when planning its return.
Reservoir Media said on Thursday it signed publishing deals for the catalogs and future works of Indian rappers MC Altaf and D’Evil and the producer Stunnah Beatz.
The deals are the result of a 2020 joint venture launched by Reservoir and Gully Gang, the label and entertainment group founded by Indian hip-hop star DIVINE. Established to sign and develop talented new songwriters in India, Altaf, D’Evil and Stunnah Beatz’s songs have racked up more than half a billion streams, including on collaborations with DIVINE like “Mirchi” and “Disco Rap” and Gunehgar, an album released late last year.
Investments by music companies based in the United States in artists, publishers and distributors based in Asia and other emerging markets has been growing at a rapid clip in recent years, with the trend expected to grow in 2023 particularly in the area of catalog investment. Luminate cited the opportunities in emerging markets, driven by the continued growth of streaming subscriptions there, as one of the main reasons investor appetite for song catalogs is growing.
India is the 17th-ranked music market globally, and it generated revenues of $219 million in 2021, up 20% from 2020, with streaming revenue jumping 87%, according to IFPI’s Global Music Report.
Founded in 2007, Reservoir has made investing in emerging markets a key prong of its diversification strategy. With its partner PopArabia, an independent music company headquartered in the United Arab Emirates, Reservoir acquired stakes in the Egyptian label 100COPIES, the Lebanese label and music publisher Voice of Beirut and signed publishing deals with Egypt’s Mohamed Ramadan, Lebanon’s Zeid Hamdan and Moroccan hip-hop star 7liwa.
Reservoir Founder and Chief Executive Officer Golnar Khosrowshahi said in a statement, “We’re proud to be ushering in these deals, which demonstrate Reservoir’s steadfast commitment to our ongoing emerging markets strategy. As we invest in these local acts and share them with global audiences, we are well-positioned to not only tap into their potential growth, but also help facilitate the flow of culture from East to West.”
Spek, Reservoir’s executive vice president of international and emerging markets and founder of PopArabia, described MC Altaf, D’Evil, and Stunnah Beatz as three artists “at the heart of some of India’s biggest rap music today.”
Chaitanya Kataria, Gully Gang chief executive officer, said he was “excited that (MC Altaf, D’Evil and Stunnah Beatz) will gain access to new global opportunities with support from Spek and Reservoir.”
A court in India has ordered internet service providers to block access to 20 sites that were used to illegally download audio and video streams in India from platforms like YouTube, the IFPI says.
The civil ruling, published in the High Court of Delhi on Jan. 12, was the first such action in India to tackle the practice of stream-ripping, one of the country’s most rampant forms of piracy. The 20 blocked sites collectively received nearly half a billion visits last year from users based in India, according to the IFPI, which coordinated the action with the Indian Music Industry (IMI) on behalf of Sony Music India, Universal Music India and Warner Music India.
The labels told the court that the “rogue websites” were providing services in which copyrighted content on various platforms, primarily YouTube, could be downloaded in mp3 or mp4 format by copying the link in the space provided in the websites. Because the details of the websites’ real administrators are masked, the plaintiffs’ lawyer argued it would be impossible for them to pursue the websites in separate proceedings regarding individual copyrighted content.
Justice C Hari Shankar, who wrote the order, directed India’s government to issue a notification calling upon the various Internet service providers to block access to the websites in India. (The court order reviewed by Billboard says there are 18 defendants, but IFPI says the decision targets 20 infringing websites and more than 50 urls.)
In India, websites are regularly blocked on the basis of copyright infringement using Section 69A of the Information and Technology Act 2000 (as amended in 2008), Information Technology Rules 2009 and civil procedure rules, the IFPI tells Billboard.
“We welcome this decision and the strong message it sends to operators of stream ripping sites, wherever they may be based, that we are prepared to take the appropriate action against them,” Frances Moore, IFPI’s chief executive, says in a press release.
“Given that it’s the first time a website blocking order has been granted against stream ripping websites, this precedent is an important step in the right direction for the Indian recorded music industry,” Blaise Fernandes, IMI’s president and CEO, says in the same release.
Digital music has been leading the way in the rapid growth of India’s music market, which booked $219 million in recorded music revenues in 2021, up 20.3% from 2020. Streaming, which grew by 22.5% in 2021, now represents 87% of total trade value in the 17th-largest music market, according to IFPI’s Global Market Report.
But the IFPI notes that a study last year found that India still has a rate of piracy more than twice that of most major music markets, with 73% of internet users using unlicensed or illegal methods to listen to music, compared to a global average of 30%. Intellectual property rights theft “is like a cancer,” Fernandes wrote in a 2020 op-ed. “You need both palliative care via social messaging, as well as chemotherapy via the Indian Penal Code or laws that keep up with the needs of India’s digital requirements.”
Beyond India, the recording industry has stepped up efforts to crack down on stream-ripping websites. Courts and authorities in Argentina, Australia, Brazil, Denmark, Ecuador, Indonesia, Italy, Malaysia, Peru, Russia and Spain have all issued decisions over the last few years ordering service providers to block customers’ access to such websites, the IFPI says.
U.S. music companies have also battled stream-rippers, who are often based outside the country. In a case brought by more than two dozen record labels, a U.S. magistrate judge in Alexandria, Va., recommended in December 2021 that the operator of two Russian stream-ripping sites, Tofig Kurbanov, pay $82.9 million in damages for circumventing YouTube’s anti-piracy measures and infringing copyrights of audio recordings.
Kurbanov’s piracy operation drew more than 300 million global users to the sites from October 2017 to September 2018 alone, the court said. (U.S. District Judge Claude Hilton accepted the $82.9 million recommendation last February. In March, Kurbanov told the court he would appeal the judgement.)
As the streaming market has grown globally, the IFPI has also helped coordinate court and police actions to shut down sites peddling fake streams in major recording markets like Brazil and Germany, which are artificially juicing the success of songs and albums.
In France, the fifth-largest music market, a study released this week by a French government organization found that one billion streams — or between 1% to 3% of all streams in the market — were fraudulent in 2021. The report, which analyzed data from Spotify, Deezer and Qobuz, notes that “the methods used by fraudsters are constantly evolving and improving,” and that “fraud seems to be getting easier and easier to commit.”
MUMBAI — In a post-pandemic year when Hindi films finally returned to the cinemas in full force, their soundtracks were expected to claim back some of the audience they lost to “non-film” releases on Indian music streaming services. That didn’t happen.
In 2022, Bollywood lost some of its clout to movies from south India at the box-office — such as the Oscar-tipped Telugu blockbuster RRR. And on the audio-streaming charts, regional language and independent music proved that the growth of the non-film segment over the last two years wasn’t just a passing fad.
The past 12 months have shown India’s music industry that a hit can come from just about anywhere, such as a TV series in Pakistan or a Punjabi rapper in Canada. Or even from a pathologist and part-time Hindi singer in Chandigarh like Aditya A., whose two-year-old song “Chaand Baaliyaan” went viral on Instagram Reels, reached No. 5 on Spotify for the year and landed him a deal with Sony Music India.
Billboard’s look at the most-played (and viewed) tracks of 2022 on Apple Music, Spotify and YouTube in India highlights the ways in which the country’s consumption patterns are evolving and how the nation, with its continent-like range of states and languages, is among the most dynamic music markets in the world.
International music’s share is shrinking
A sole English-language track, short format video sensation “Heat Waves” by Glass Animals, is on Spotify’s year-end top 10. None appear on Apple Music, on which “Heat Waves” was also the most-heard international song of 2022 (it’s in the top 15 on the platform). A year ago hits in non-Indian languages represented 40% of 2021’s top 10 tunes on both services. However, this doesn’t mean that listenership of international music is falling. As Spotify and Apple Music — global platforms whose early adopters were English-speaking users in large cities — expand their customer bases in India, consumption is increasing in absolute terms, even though the overall share of foreign tracks on the services is decreasing. Significantly, international hits account for nearly 30% of Spotify’s top 100 of 2022. Short format video fueled the streaming success of a majority of these songs, such as Ruth B.’s “Dandelions” from 2017 and Elley Duhé’s “Middle Of The Night” from 2020.
Bollywood isn’t as big as it used to be
Bollywood or Hindi film music’s share of overall listenership has been steadily falling over the last three years and this is reflected once again in 2022’s biggest hits. The percentage of Bollywood songs in Spotify’s year-end top 10 fell from 80% in 2020 to 30% this year, a proportion that includes two older tracks, “Raataan Lambiyan” and “Ranjha” from Shershaah, which were No. 1 and No. 2 for all of 2021. This time, the highest-ranked Hindi film hit is another ballad, “Kesariya” from Brahmastra, at No. 3. On Apple Music’s year-end top 10, the decline has been more gradual, from 50% in 2020 to 40% in 2021 and 30% in 2022, a share made up of the aforementioned “Ranjha” and “Kesariya” and “Doobey” from Gehraiyaan. Surprisingly, there’s not a single Bollywood smash in YouTube’s list of top 10 music videos, which only lists 2022 releases. There were two in 2020 and in 2021 when the No. 1 video of the year was “Lut Gaye” from the movie Mumbai Saga.
Regional language music rules YouTube
The consumption of music in Indian regional languages — songs in languages apart from Hindi, Urdu and English — has been increasing exponentially as internet penetration rises and streaming services gain users across the country’s smaller cities, towns and rural areas. Regional language music streamers’ first port of call is YouTube on which the 2022 top 10 includes tracks in Tamil (the official music and lyric videos of “Arabic Kuthu” from the film Beast), Haryanvi (“Kacha Badam”, a remake of a viral Bengali hit), Bhojpuri (“Le Le Aayi Coca Cola” and “Nathuyina”), Telugu (“Oo Antava Mawa Oo Oo Antava” from the movie Pushpa: The Rise) and Punjabi (“Pasoori” from the Pakistani version of music TV series Coke Studio). Notably, the three Hindi tracks that make up the rest of the chart — “Srivalli,” “Saami Saami” and “Oo Bolega Ya Oo Oo Bolega” — are dubbed versions of Telugu tunes from the soundtrack of Pushpa, an action drama that was also released in Kannada, Malayalam and Tamil.
Punjabi music has crossed over into the mainstream
Out of all of India’s regional languages, Punjabi music has the largest listenership, thanks partly to its similarity to Hindi. Over the last two decades, it’s become increasingly common for Hindi film songs to have Punjabi lyrics. Punjabi’s music popularity has even spread to parts of the country where it isn’t widely spoken. Evidence of this is seen on Apple Music’s top 10 for 2022 on which Punjabi hits comprise the top eight. Five of them feature Canadian hip-hop artist A. P. Dhillon whose breakthrough smash “Brown Munde” was No. 1 for 2021 and whose “Excuses” was No. 1 all this year. “Excuses” tops Spotify’s list too. But the Punjabi music party is not limited to one act. “No Love” by Canadian rapper and singer Shubh is No. 4 on Spotify and “Bijlee Bijlee” by pop singer and actor Harrdy Sandhu is No. 7 on Apple Music.
“Pasoori” proves a cross-border sensation
Strained relations between India and Pakistan have led to a ban on Indian films in Pakistan and a similar restriction on the hiring of Pakistani actors and singers in India. But when it comes to the charts, both nations love thy neighbor. The only hit to feature across the year-end top 10s of Spotify, Apple Music and YouTube is “Pasoori” by singer-composer Ali Sethi, vocalist Shae Gill and producer Zulfiqar ‘Xulfi’ Jabbar Khan. The song, created for the fourteenth season of Coke Studio Pakistan. “Pasoori,” was the third highest streamed track on Indian streaming platform Wynk Music after “Kesariya” and “Arabic Kuthu.” It was also the most-played tune on Amazon Music in India, which is currently available only to subscribers of its Prime service. Conversely, Indian hip-hop stars A. P. Dhillon, Shubh and King feature in the top 10 of 2022 on Spotify in Pakistan.
Top 10 Songs of 2022 on Spotify in India
1. “Excuses”, A. P. Dhillon, Gurinder Gill and Intense, Run-Up Records
2. “Pasoori” (from Coke Studio Pakistan 14), Shae Gill and Ali Sethi, Giraffe Pakistan
3. “Kesariya” (from Brahmastra), Pritam, Arijit Singh and Amitabh Bhattacharya, Sony Music
4. “No Love,” Shubh
5. “Chaand Baaliyan,” Aditya A., Sony Music
6. “Raataan Lambiyan” (from Shershaah), Tanishk Bagchi, Jubin Nautiyal and Asees Kaur, Sony Music
7. “Heat Waves,” Glass Animals, Polydor
8. “Tu Aake Dekhle,” King, Kingsclan Records
9. “Arabic Kuthu – Halamithi Habibo” (from Beast), Anirudh Ravichander, Jonita Gandhi and Sivakarthikeyan, Sun Pictures
10. “Ranjha” (from Shershaah), Jasleen Royal and B. Praak, Sony Music
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Top 10 Songs of 2022 on Apple Music in India
1. “Excuses,” A. P. Dhillon, Gurinder Gill and Intense, Run-Up Records
2. “Desires,” A. P. Dhillon and Gurinder Gill, Run-Up Records
3. “Pasoori” (from Coke Studio Pakistan 14), Shae Gill and Ali Sethi, Giraffe Pakistan
4. “Insane,” A. P. Dhillon, Shinda Kahlon, Gurinder Gill and Gminxr, Run-Up Records
5. “Ranjha” (from Shershaah), Jasleen Royal and B. Praak, Sony Music
6. “Spaceship,” A. P. Dhillon, Shinda Kahlon and Gminxr, Run-Up Records
7. “Bijlee Bijlee,” Harrdy Sandhu, B. Praak and Jaani, Desi Melodies/Universal Music
8. “Tere Te,” A. P. Dhillon and Gurinder Gill, Run-Up Records
9. “Kesariya” (from Brahmastra), Pritam, Arijit Singh and Amitabh Bhattacharya, Sony Music
10. “Doobey” (from Gehraiyaan), OAFF, Savera, Lothika and Kausar Munir, Sony Music
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Top 10 Music Videos of 2022 on YouTube in India
1. “Srivalli” (from Pushpa: The Rise), Devi Sri Prasad, Javed Ali and Raqueeb Alam, T-Series
2. “Arabic Kuthu – Halamithi Habibo – Lyric Video” (from Beast), Anirudh Ravichander, Jonita Gandhi and Sivakarthikeyan, Sun Pictures
3. “Saami Saami” (from Pushpa: The Rise), Devi Sri Prasad, Sunidhi Chauhan and Raqueeb Alam, T-Series
4. “Kacha Badam,” Bhuban Badyakar and Amit Dhull, Bajewala Records
5. “Le Le Aayi Coca Cola,” Khesari Lal Yadav, Shilpi Raj, Prakash Barud and Sarvind Malhar, Gannayak Films
6. “Oo Bolega Ya Oo Oo Bolega” (from Pushpa: The Rise), Devi Sri Prasad, Kanika Kapoor and Raqueeb Alam, T-Series
7. “Oo Antava Mawa Oo Oo Antava” (from Pushpa: The Rise), Devi Sri Prasad, Indravathi Chauhan and Chandrabose, Aditya Music
8. “Pasoori” (from Coke Studio Pakistan 14), Shae Gill and Ali Sethi, Giraffe Pakistan
9. “Arabic Kuthu – Halamithi Habibo” (from Beast), Anirudh Ravichander, Jonita Gandhi and Sivakarthikeyan, Sun Pictures
10. “Nathuyina,” Khesari Lal Yadav, Priyanka Singh, Krishna Bedardi, Laxmikant-Pyarelal and Majrooh Sultanpuri, Saregama
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