Spotify bets on vernacular music, independent artists to develop their base

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NEW DELHI : Swedish audio streaming service Spotify, which completed three years of operations in India this month, said it was seeing increasing success for independent artists, non-film music and music in regional languages ​​such as Malayalam, Kannada, Bhojpuri and Bengali as listeners explore genres other than film music.

The platform saw double-digit growth in monthly active users last year, with non-film independent artists gradually being discovered and nurtured by the service.

Custom algorithms are on the rise, with users creating 1,50,000 playlists a day, making India one of the top 20 markets for user-created playlists on the platform.

“There has been a definite shift towards local languages ​​on the platform. Previously, 80% of consumption was in Hindi, Punjabi, Tamil and Telugu. Now we see the listener opening up to Malayalam, Kannada, Bhojpuri and Bengali as well,” said Amarjit Batra, Managing Director of Spotify India.

Music in the country was previously largely limited to movie soundtracks, which essentially meant a cap on the number of songs that could be released per year.

However, this perception is changing with the rise of independent artists, especially in languages ​​such as Punjabi which dominate the country’s non-film music scene.

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