Will Indian Artists Get Lost in the Noise?

The Indian music industry is at a crossroads. With the rise of streaming services, artists are facing a conundrum: to monetize or not to monetize their art. The issue is particularly pertinent in a country where **digital streaming** has become the primary mode of music consumption, yet **most platforms offer a free, ad-supported service**.

The Battle for Monetization

Indian musicians, from independent artists to established labels, are increasingly feeling the strain of this conundrum. While some platforms such as **Spotify** and **Apple Music** offer a subscription model, with users paying for higher quality and ad-free streaming, the majority of the public opt for the convenient free option. This puts artists in a difficult position, as their revenue depends entirely on the goodwill of listeners who may be inclined to support them.

The Impact on Artists

For independent artists, the challenge is even greater. Without the backing of a prominent label, their music may get lost among the endless streams of releases. And with most platforms operating on a pay-per-stream model, the revenue generated from their art is minimal, at best. This puts a strain on artists’ incomes, especially those who rely solely on their music for earnings.

“The biggest challenge for artists today is discoverability,”
says Prateek Kuhad, an independent singer-songwriter who has found considerable success in India and globally. “There’s so much content being uploaded that it’s hard to stand out.”

Discoverability is a key issue, with some artists resorting to uploading music for free on YouTube in the hope of gaining visibility. This strategy, however, comes at a cost. As YouTube is a primarily visual platform, artists feel pressured to invest in high-quality visuals and promotion, diverting their focus, and often, their limited finances, away from music production.

The Rise of Streaming Services

The past year has seen a surge in the number of streaming services catering to the Indian market, with JioSaavn, Wynk, and Gaana leading the race. These platforms have shown immense potential for growth, attracting millions of users and significant investments. However, the focus remains on expanding their user base, with monetization taking a back seat.

While these platforms offer a premium, subscription-based service, the majority of users opt for the basic, ad-supported option. As a result, artists receive little in return for their work, often earning fractions of a penny for streams. This has led to a growing concern among artists that the current system is unsustainable.

A Way Forward

Some hope lies in the success of global streaming services like **Spotify**, which have pioneered the curated playlist model. By creating themed playlists, often tailored to individual users, services can increase discoverability for lesser-known artists. This method ensures a diverse range of music reaches targeted audiences and provides a platform for niche genres and independent artists to thrive.

The key for Indian services lies in striking a balance between monetization and accessibility. With internet penetration increasing across India, the potential audience for digital music is vast. **Getting users to pay for music** requires a thoughtful strategy that offers value beyond just an ad-free experience. Exclusive content, high-quality audio, and personalized recommendations could incentivize users to subscribe and, in turn, fairly compensate artists.

As the Indian music scene continues to evolve, so too must its streaming services. With increased collaboration between platforms and artists, a sustainable model can emerge that fairly rewards artists for their work. Until then, the future of the industry remains uncertain, with artists wondering if their art will get lost in the endless stream of music.

Indian artists deserve a platform that showcases their talent and rewards them accordingly. Here’s hoping the streaming landscape changes course to steer the industry toward a brighter, more accessible future where talent, not technology, is the primary focus.