Says Bhushan Kumar, the chairman and managing director of T-Series: “Today all the platforms have realised that the days when only a big (movie) star can sell music are gone. The difference this time around is that the democratisation of music distribution through streaming services has meant that acts working outside of Bollywood now have a new way to find and prove their audiences. However, by the middle of the ‘00s, most pop singers had turned playback singers, MTV had long pivoted to airing mostly Bollywood music and then reality shows, and the scene eventually fragmented and faded. During its brief heyday, artists such as Adnan Sami, Alisha Chinai and Daler Mehndi shifted millions of copies of their albums. To put things into context, there was a thriving Indian pop market in the 1990s, which emerged and thrived with the advent of music television channels in the country. They include Hindi, English and Punjabi pop and Telugu film smashes. On JioSaavn, more than 25% of the 40 most played tunes on its all-genre Global Top 50 chart are not Bollywood hits. Similarly, on this week’s radio chart, only four songs are non-film tracks: Of the top 20 most played songs in the country, according to national radio broadcast monitoring company AirCheck, four are non-film tracks. ‘Pachtaoge’ is a rare non-film release by India’s most popular playback singer Arijit Singh, and ‘Lehanga’ is Punjabi pop star Jass Manak’s newest chart topper. On the video-streaming platform’s weekly India music charts, which were launched in mid-September, two out of the three to tracks to hit number one on the Top Songs and Top Music Videos surveys so far aren’t from Bollywood films.
The other track was the Tamil song “Rowdy Baby” from the movie Maari 2.
“Vaaste” in fact was one of two India releases on the list of the 10 top streamed music videos on YouTube during the first half of 2019. Industry suits say non-film – along with regional language and international – music is taking up a larger share of the music consumption pie, previously dominated by Bollywood.įor a quick estimate of how big non-film music has gotten in the last couple of years, we need only look at the top 10 most viewed videos on the most subscribed YouTube channel in the world, that of T-Series, which is said to have around a 75 per cent share of the market for Bollywood soundtracks.įour of the label’s highest-played videos are Punjabi or Hindi non-film songs: “High Rated Gabru” (2017) and “Lahore” by Guru Randhawa (2017), “Vaaste” by Dhvani Bhanushali and Nikhil D’Souza (2019) and “Nikle Currant” by Jassi Gill and Neha Kakkar (2018). It’s a genre that’s understood to be different from more niche forms of independent music, which are typically released without a label and often, if not always, performed in English. Major Indian labels such as international heavyweights Sony and Universal and local biggie T-Series are increasingly releasing what they term “non-film music”, a loose if somewhat nebulous term used to classify commercially-oriented, mainstream sounds that don’t belong to movie soundtracks. This song conveys that a mother is never tired of seeing her children and is always worried about them no matter how old they grow.It’s a debatable opinion but one that warrants consideration in the Indian music industry in 2019: is Bollywood slowly but surely losing its dominance? It gives an insight into a mother’s heart who is grieving the loss of her son. This beautiful song penned by Prasoon Joshi still leaves us teary-eyed whenever we listen to it. We know that this song does not have a happy note to it, but it’s a must include in our list of Mother’s Day songs. So play this song for your mother and make her known how grateful you’re for her existence! 19. A child’s life is because of his mother! This is what the song is all about. You can find everything here, but you can’t find a mother. The lyrics of the song ‘kaun si hai wo cheez’ convey the emotions of a son who could never receive his mother’s love. The songs of the movie are also very beautiful. Their life changes, when their places are switched. One grows up as a hard-working farmer and the other in a wealthy family. The story revolves around look-alike twins who get separated at birth. This song from the movie Jaise Ko Taisa stars Jeetendra and Reena Roy in the lead roles.