Well, you take any music industry in the world it goes from trend to trend. There are certain types of trends in one era and another type of trend in another time. So, you can’t rely on one thing all the time. It doesn’t happen. Generation changes stuff and that’s a hardcore fact. So, that’s also what there for Bollywood music too. We can say that it’s the perception of people from the past who don’t find the same slow numbers now.
But when you look at online platforms like pagalsongs and many others in this regard. They are doing great for themselves for the people who love listening to these great songs. So, we cannot just single out the fact that this music is missing its class nowadays. Well, it can be true for some people and not for all. As statistics say it all.
As a result of the streaming services that customers receive in second and second-tier cities, the consumption of regional music in languages, especially in Punjabi, has grown rapidly. In Gaana, for example, regional music currently represents 35 percent of the total audience, and 15 percent is only for Punjabi music.
Similarly, in JioSaavn, Punjabi has recently surpassed English as the second most consumed language. By the way, the third most popular Indian music channel on YouTube is the Wave Music label, which presents songs in the language of Bhojpuri. Together, they demonstrate the influence of regional music on all major platforms.
It should be noted that some of Bollywood’s major successes over the past three years have been pop Punjabi hits before being recreated for a Hindi film. One of the biggest soundtracks of 2019 – the movie “Luca Chuppy” – consists entirely of remakes of previously published material. His five songs were versions of three recent hits of Punjabi, a one-year-old Hindi pop song and dance song of the 90s.
Another advantage of non-cinematic content over Bollywood: its success is not related to boxing office results. “It’s hard to survive in a movie song if the movie is not all right,” said Rohan Jah, director of pop and promotion for Sony Music India. “For pop songs, this is a slightly longer life cycle. The main interface is the artist, and the artist is usually active throughout the year.”
The risks and benefits are much higher for Hindi movie music, which makes movie-free music a much safer offer. “What we do for a Bollywood project is technically equivalent to what we do for four or five pop projects in terms of investment,” Jah says.
The return on this investment is also faster. At All About Music, Anurag Bedi, commercial director of the Bollywood-based Zee Music Company label, said it took an average of “three to seven years” to recoup the investment in a Bollywood soundtrack. In contrast, Sanyal said Universal is looking “not two or three years” for its non-movie releases.
