Tag: india

Karan Aujla and Ikky Talk Turning Punjabi Beats Into Global Hits

October 9, 2025

From its vibrant Indian origin to playlists spanning the globe, Punjabi music is having a moment. Today in India, it stands among the most-streamed music languages on Spotify, alongside Hindi and English. But its reach extends beyond borders, captivating fans worldwide with its high-energy beats and unmistakable vibes.

One of the artists at the forefront of this movement is Karan Aujla. His latest album, P-POP CULTURE, made an immediate impact, rocketing to No. 1 on Spotify India’s Weekly Top Albums charts its debut week. That same week, both the album and artist broke into Spotify’s global Top 100—the album reaching No. 60, and Karan hitting No. 82. Since its August release, P-POP CULTURE has amassed nearly 200 million streams, with the single “MF Gabhru!” racking up an impressive 38 million.

Fresh off the buzz of his new album, Karan was a natural choice for the cover of Punjabi 101, Spotify’s flagship playlist for the genre. Fans went wild, and streams of the playlist jumped by 21% during his week in the spotlight. Over the past year, Punjabi 101 has featured a wider range of emerging artists, reflecting Spotify’s commitment to spotlighting both established and rising Punjabi voices.

While most of Karan’s fans are in India, where he ranks among the top 10 most popular artists on Spotify, his reach is global. From his current home in Canada to the UK, Pakistan, the US, Australia, and the UAE, he’s cultivated an audience of more than 21 million followers to date.

But like most artists, Karan isn’t crafting these hits alone. Canadian Punjabi musician and producer Ikky has been right by his side, producing both P-POP CULTURE and Karan’s 2023 album, Making Memories. Ikky himself is one of the biggest names in Punjabi music today, having collaborated with popular Punjabi artists like Diljit Dosanjh, Sidhu Moose Wala, and Shubh.

For the Record recently caught up with Karan and Ikky to delve into the global rise of Punjabi music, the creative process behind P-POP CULTURE, and their exciting vision for the genre’s future. 

Your album, P-POP CULTURE, has clearly amplified Punjabi music’s global moment. What do you think is fueling this worldwide excitement for the genre?

Karan Aujla: It’s the energy and emotion. Punjabi music tells real stories about love, struggle, and ambition. People feel that no matter where they’re from.

Ikky: And sonically, we’re blending traditional sounds with global influences—hip-hop, R&B, dancehall. That fusion makes it relatable worldwide.

How do you stay rooted in Punjabi culture while making music that feels fresh?

Karan: I stay true to my roots lyrically, but I experiment with global sounds. That mix keeps it authentic and current.

Ikky, you’re a leading voice for Punjabi music in Canada. How has your upbringing shaped your sound?

Ikky: Growing up in Toronto, I was exposed to Punjabi music at home and hip-hop and R&B on the streets. That blend naturally comes through in my production.

Are there any countries or cities where the response to Punjabi music has surprised you?

Karan: For sure. It’s amazing to see packed shows in places like Australia, New Zealand, and the UK. The fans there go hard.

Ikky: Same here. It’s crazy to see people singing along word for word in cities we never expected. The reach is unreal.

Karan, a significant portion of your fan base on Spotify is under 35. Why do you think your music resonates so strongly with Gen Z and millennials?

Karan: I keep it real. Young people today want honesty, and I talk about things they’re living; the hustle, love, and pain. And I’m always evolving that sound.

Looking ahead, what are your hopes for Punjabi music globally?

Ikky: I want to see it treated like any other global genre on the biggest stages and in major collabs. We’re just getting started.

 Ready to dive into the world of Punjabi beats? Stream P-POP CULTURE on Spotify.

In Mumbai, Our Public Affairs Chief, Dustee Jenkins, Spotlights the Role of Spotify in the Growth of India’s Music Industry

May 6, 2025

Since Spotify’s 2019 launch in India, the growth of the country’s local artists—and music industry at large—continues upward not just in the market, but globally. Spotify’s latest Loud & Clear report shows that streams of Indian artists on the platform skyrocketed by more than 2,000% in international markets between 2019 and 2023. In 2024, artists from India were discovered more than 11.2 billion times by first-time listeners on Spotify, an increase of 13% year-over-year.

To underscore the importance of India to our platform, Dustee Jenkins, Spotify’s Global Chief Public Affairs Officer, visited Mumbai to attend the inaugural World Audio Visual & Entertainment Summit (WAVES) organized by India’s Ministry of Information and Broadcasting. The four-day event brought together global and Indian leaders, alongside some of India’s most prominent creators, to discuss the world of media and entertainment. On the sidelines, Dustee also spent time with local creators, artists, and government officials. 

Building relationships with artists and creators

Dustee kicked off her week by hosting a reception attended by Indian artists and creators including pop stars Armaan Malik, Badshah, and Shaan; legendary producers and artists Salim and Sulaiman Merchant; India’s first RADAR artist Mali; and podcast duo Naina Bhan and Sakshi Shivdasani of Moment of Silence, among others.

Indian Artists Are Reaching More Global Fans Than Ever Before (and the Data Proves It)

April 15, 2025

In March this year, Spotify unveiled its annual Loud & Clear report, a transparent look at how the streaming economy continues to support artists and fuel the music industry’s explosive growth. The report details how artists earn money through streaming, clarifies royalty distribution, and highlights the evolving music landscape. 

Globally, Spotify continues to lead the music industry in payouts, with more than $10 billion distributed in music royalties in 2024 alone. Payouts have increased tenfold over the past decade, and the company has now paid out approximately $60 billion since its inception. 

Taking a closer look at India, where Spotify launched just over six years ago, the growth of its artists—and music industry at large—continues upward not just locally, but worldwide.

Spotify streams of Indian artists have skyrocketed by more than 2,000% in international markets between 2019 and 2023. In 2024, artists from India were discovered more than 11.2 billion times by first-time listeners on Spotify, an increase of 13% year over year. 

Through artist education initiatives, emerging artist programs, on-ground experiences, and more, we’ve worked to connect artists and their fans more deeply than ever. The success of Indian artists on our platform, highlighted in key insights of this year’s Loud & Clear report, underscores these efforts.

Spotify is contributing to the artist economy in India

Since 2022, the number of Indian artists generating more than INR 5 million in royalties from Spotify alone has more than doubled. During the same period, Indian artists generating more than INR 10 million in royalties from our platform alone have more than tripled, and those generating over INR 50 million in royalties have doubled. In fact, approximately two-thirds of the royalties generated in India in 2024 came from Indian artists. 

More than 90% of the tracks that were featured on Spotify India’s daily Top 50 playlist in 2024 were by local artists. 

Global listeners are discovering more Indian artists than ever on Spotify

Close to 50% of all royalties generated by Indian artists on Spotify in 2024 were from listeners outside of India, with more than 9,000 Indian artists added to global and local editorial playlists on Spotify in that time. 

The U.S., U.K., UAE, Pakistan, Canada, Malaysia, and Sri Lanka are a few of the countries where Indian-language songs were most streamed last year, with the most exported being:

  1. “Big Dawgs” – Hanumankind, Kalmi
  2. “Akhiyaan Gulaab” (from Teri Baaton Mein Aisa Uljha Jiya) – Mitraz
  3. “Naina” (from Crew) – Badshah, Diljit Dosanjh, Raj Ranjodh
  4. “Sajni” (from Laapataa Ladies) – Arijit Singh, Prashant Pandey, Ram Sampath
  5. “Tauba Tauba” – Karan Aujla

India exports hits in multiple genres and languages on Spotify

Royalties generated by Indian artists performing in Hindi, Punjabi, Tamil, and Telugu have each more than doubled since 2021. In addition, music performed in Telugu was one of the fastest-growing segments in 2024, as its global royalties increased 39% year over year. 

Songs performed in these languages are represented across some of the most-streamed Indian genres, including Hindi pop, Hindi hip-hop, Punjabi hip-hop, Hindi indie, Malayalam hip-hop, Punjabi pop, and Tamil pop. This intersection is also reflected in the list of India’s most-exported artists on Spotify:

  1. Arijit Singh
  2. Pritam
  3. Anirudh Ravichander
  4. Karan Aujla
  5. Shreya Ghoshal
  6. Diljit Dosanjh
  7. Hanumankind
  8. Kalmi
  9. A.R. Rahman
  10. Sidhu Moose Wala

Spotify Celebrates India’s Flourishing Hip-Hop Scene With Rap 91 Live

November 7, 2024

Over the past 20 years, Indian hip-hop has developed into a phenomenon both inside and outside the country. On Spotify, the genre has seen rapid growth. In 2023, close to 30% of all top 50 tracks in India in 2023 were hip-hop.

Gen Z is a driving force behind the popularity of hip-hop in India, representing more than 70% of the genre’s listeners on Spotify in the country. One of the key reasons why Gen Zers in India gravitate toward hip-hop is because of its relatability and authenticity. And, as the genre continues to evolve across India, various regions are developing their own styles of this music.

Many of these artists can be found on Spotify’s flagship Indian hip-hop playlist, Rap 91, which has seen its follower count grow by 110% over the last two years. In that time, Rap 91 has also celebrated India’s rich and diverse hip-hop tradition by hosting a live showcase featuring some of the culture’s biggest and most promising artists.

This year is no different, and on November 10, the third edition of Rap 91 Live will take place at Mumbai’s Mehboob Studios and feature Paal Dabba, Dhanda Nyoliwala, Kinari, BABY JEAN, and many more. 

Keep reading to learn more about these artists, along with Indian hip-hop’s other rising stars. 

Paal Dabba

Born and raised in the vibrant streets of Chennai, Paal Dabba seamlessly blends traditional Tamil influences with modern hip-hop, creating a sonic identity that is truly his own. Beginning his career as a dancer, he mastered the art of movement before diving into the world of rap, evidenced by Paal’s electric performances that fuse rhythmic Tamil verses and energetic dance moves. 

With a commitment to storytelling, Paal Dabba uses his music to explore his personal experiences, bring awareness to social issues, and amplify the pulse of Tamil culture. His authentic voice resonates with fans, making him a powerful figure in the global rap scene.

Dhanda Nyoliwala

Dhanda Nyoliwala is a pillar of the Haryanvi rap scene, making a name for himself through his unapologetic lyrics. Originally from Nyoli Kalan, Haryana, India, this Australia-based artist exploded onto the scene in 2019 with his debut track “Afgan,” which would pioneer a game-changing sound: Haryanvi Drill. 

Since then, his hit single “Up To U” smashed records, landing at number one on both Spotify India charts, while his genre-defining work has paved the way for a new wave of Haryanvi artists.

Kinari

A transgender rapper from Delhi, Kinari is renowned for her hard-hitting lyrics and cinematic production. This year saw the release of her debut album, Kattar Kinnar, which was met with commercial and critical acclaim. Influenced by artists like MC STAN, Vijay Dk, Pasha Bhai, JAKX, and Arivu, Kinari’s music embodies a complex yet infectious artistry. 

This past September, Kinari released Pinjre Ke Geet, her first self-produced project, which explores her nuanced relationship to Delhi.

Baby Jean

Just 23 years old, Baby Jean has already made a name for himself thanks to his unique flow, clever wordplay, and infectious beats. Hailing from Kerala, his music reflects his personal experiences growing up in Malappuram, tackling themes of death, loss, and self-discovery. 

Baby Jean has been honing his craft since he was a teenager, developing a magnetic stage presence and steadily building a loyal fan base through his memorable live performances and social media presence. 

Hanumankind

Influenced by Southern hip-hop legends like Three 6 Mafia and DJ Screw, Hanumankind has developed a unique style that merges his Indian heritage with contemporary hip-hop. 

Hanumankind’s breakthrough moment came in 2019 when released his debut EP, Kalari, featuring tracks like “Daily Dose” that quickly garnered attention in the Indian hip-hop scene and on Spotify. This year, he scored a major hit with “Big Dawgs,” which landed in the Top 10 of our Top 50 – Global playlist, and has been streamed nearly 290 million times on Spotify to date. Between July and September following the song’s release, the rapper grew his number of Spotify followers by more than 900%.

Discover more of India’s hottest names in hip-hop on our flagship playlist Rap 91.

Four of South Asia’s Brightest Stars Share How Their Heritage Shapes Their Lives and Music

August 1, 2024

July 18 marked the start of South Asian Heritage Month, which celebrates the rich, vibrant cultures and histories of eight countries: Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan, the Maldives, and Sri Lanka.

On Spotify, we’re using this occasion to illuminate the wide breadth of talent in and inspired by these countries. Our Desi hub has become the official home for South Asian Heritage Month, featuring popular Desi playlists, exclusive artist takeovers, and Spotlight: South Asian Icons—our hand-picked collection of podcast episodes featuring some of the top South Asian creators and personalities, including Dev Patel, Priyanka Chopra, and Sundar Pichai.

In addition, billboards in New York, Toronto, and London will spotlight our South Asian Heritage Month ambassadors—a diverse lineup of hitmakers and rising stars that includes Darshan Raval (India), Adnan Dhool (Pakistan), Kanchana Anuradhi (Sri Lanka), and Pritom Hasan (Bangladesh). 

Five Artists Reflect on Five Years of Spotify in India, Reaching New Fans, and the ‘True Power’ of Music

March 20, 2024

Since launching in India in 2019, Spotify has opened up opportunities for artists and creators across the country and established new ways for listeners to discover and consume audio. Five years later, we’re now the most-loved audio-streaming platform in India, especially among Gen Z and millennials.

We kicked off our anniversary celebrations earlier this month by taking a look at the impact we’ve had over the last five years, from Indian music and podcast consumption habits to the most-exported Indian artists. For the country’s artist community, the results speak for themselves.

Spotify’s presence in India has connected talented local artists with global audiences, helping share their music far and wide. Today, more listeners than ever are discovering Indian artists around the world—in 2023, the global consumption of music from India grew by 85% year-over-year. And in fact, Indian musician Arijit Singh is the third-most-followed artist on Spotify worldwide.

Spotify has also deeply invested in educating Indian artists about Spotify for Artists, a platform that empowers artists by showing them how their music is being consumed and helping them better connect with fans. Today, more than 28,000 artists from India use Spotify for Artists, which is more than double what it was a year ago.

For the Record sat down with five artists—Anuv Jain, King, Jasleen Royal, Armaan Malik, and Jonita Gandhi—who’ve been with Spotify from the beginning of our journey in India to hear how they’ve found new audiences and created deeper connections.

Anuv Jain

Anuv Jain is one of India’s most popular independent music artists. His 2018 single “Baarishein” put him on the map. The singer-songwriter from Punjab relies almost solely on acoustics and soulful lyrics, drawing inspiration from his own life experiences.

How do you think Spotify has helped advance your career?

I am not sure whether people know this, but my music has been up on Spotify since before the platform even launched in India. So, we’ve had a long relationship. I think Spotify listeners want to explore a lot more music, as well as different genres, and that has definitely helped me out. All things considered, I think Spotify has helped me reach so many people, and I am truly grateful for that.

Share a story that highlights how Spotify has changed the way you connect with fans.

Spotify has given me a platform to gauge how my audience is perceiving my music, the age group my audience belongs to, the cities I have the most listenership from, the countries I have managed to tap into, and so much more. This informs the way I connect with my audience. Since my audience mostly includes millennial and Gen Z listeners, this influences the way I communicate with them on my social platforms, the content I put out, and the cities I want to visit and perform at. I just concluded my tour in the U.K. and Ireland, which happened because we found out that I have great listenership in the region. We sold out both shows in London, as well as the Dublin and Manchester shows!

King

After his 2019 breakthrough on the Indian reality show MTV Hustle, rapper and pop star King has delivered a slew of hits. His Hindi-language track “Maan Meri Jaan” was the most-streamed song of 2023 in India on Spotify, and he also teamed up with Nick Jonas on a bilingual remix, “Maan Meri Jaan (Afterlife).”

How do you think Spotify has helped advance your career?

Spotify has been a crucial part of my story ever since its algorithms and playlists took my song “Tu Aake Dekhle” and shared it with listeners around the country and the world. It has helped me not only connect with my Kingsclan, but also attract new fans who have supported me and my music unconditionally.

Share a story that highlights how Spotify has changed the way you connect with fans.

The fact that countless people have reached out to me over the years mentioning how they’ve found a safe space within my music always ends up reminding me of the true power of music and how it reaches people like I could’ve never imagined. I’m grateful for being able to share my music through this platform and being able to touch the lives of people in even the smallest way possible.

Jasleen Royal

Jasleen Royal is a self-taught singer-songwriter-composer who broke onto the scene in 2009 as a semifinalist on India’s Got Talent. She’s since built an impressive music career, including composing a number of hit Bollywood tracks.

How do you think Spotify has helped advance your career?

Spotify connected me to my fans, allowing me to share my music with them directly. It has given me exceptional reach across the world. Also, Spotify for Artists offers insights into how your songs are performing—and where—allowing you to use that information to plan even better.

Share a story that highlights how Spotify has changed the way you connect with fans.

I remember when my track “Kho Gaye Hum Kahan” suddenly picked up years after its release. With Spotify for Artists, I was able to see the spike in streams—which otherwise would have gone unnoticed—and study where it was coming from. These kinds of statistics are very insightful for an artist.

Armaan Malik

Armaan Malik got his start as a child singer in Bollywood. After cementing his position in the Indian music industry, the singer-songwriter forayed into the global circuit with his 2020 debut English single, “Control.” In 2022, he even teamed up with Ed Sheeran on a remix of “2step.”

How do you think Spotify has helped advance your career?

Spotify has revolutionized my career. Its vast reach and the remarkable surge in listenership it enables has unlocked opportunities in countries I never even imagined reaching. Beyond the numbers, it’s the authentic connections with listeners from all walks of life that has been truly transformative. Spotify has been instrumental in shaping my pop career, catapulting it to thrilling new heights.

Share a story that highlights how Spotify has changed the way you connect with fans.

A fantastic method of engaging with fans and expanding my audience is through curated playlists, particularly those crafted by artists themselves. One example is my own playlist, Hooked. It not only showcases my personal music preferences but also serves as a platform for teasing upcoming releases through clever hints and hidden surprises. It’s been an innovative way to connect with fans and keep them excited about what’s next in my musical journey. Another great feature is Clips, which can enhance the storytelling, adding more layers to the song within the ecosystem.

Jonita Gandhi

Born in New Delhi and raised in Toronto, Jonita Gandhi’s Canadian and Indian heritage helped shape her diverse musical palette. Today, the artist is an acclaimed multilingual singer who has recorded songs for some of India’s biggest movies. Earlier this year, she released her debut EP, Love Like That.

How do you think Spotify has helped advance your career?

Spotify has really helped me understand who’s listening to my music and what they’re resonating with. As a versatile artist, it’s sometimes hard to know who’s invested in my music, but Spotify has helped me tap into my true fans.

Share a story that highlights how Spotify has changed the way you connect with fans.

The first billboard I was featured on in my hometown of Toronto and in New York City’s Times Square was part of a Spotify campaign. I really believe that changed the way I connected with my audience, especially internationally. It made me feel seen and it was a full-circle experience.

Dive into our I-Pop Superhits playlist to discover some of the hottest pop music from Indian artists.

Five Years of Spotify in India: A Look Back at Our Greatest Hits

March 12, 2024

February marked Spotify’s fifth year in India, and since our debut, we’ve focused on lifting up the country’s creator community, localizing content for users, and making streaming the default way for listeners to discover and consume audio.

By regionally tailoring our platform features, Premium plans, playlist curation, brand campaigns, and on-ground experiences, Spotify has grown to become the most-loved streaming audio platform in India, especially among Gen Z and millennials.

Spotify has also deeply invested in educating the artist community on how to make the most of Spotify For Artists, a platform that empowers artists and their management to analyze how their music is consumed around the world. Today, more than 28,000 artists in India use Spotify For Artists, which is more than double compared to a year ago. Listening habits in India have also shifted, going from fans streaming nearly 70% international music on Spotify five years ago, to streaming more than 70% local music today. And in 2023 alone, the global consumption of music from India grew by 85% year-over-year. 

Let’s take a closer look at how Indian music has grown with Spotify over the last five years:

Spotify is the destination for podcasts in India

Spotify has also deeply invested in the podcast industry. Through Spotify Podcasters’ Day and regional creator support programs, podcasters learned about the ease of making their own podcasts on Spotify For Podcasters. As a result, more than 200,000 podcasts were created using the platform in 2023 while podcast listening in India increased significantly across several genres, including history,education, mythology, and true crime.

  • Four of the top 10 podcasts on Spotify in India were of the mythology / spirituality genre in 2023, including the most-streamed podcast of the year. Altogether, the genre grew by more than 80% through the year.  

In 2024 and beyond, Spotify in India will remain focused on supporting artists locally and globally—especially in the worlds of film and artist-first, Indian pop music fandom—while enabling podcasters to find the best ways to more effectively create and monetize content. It will also continue providing the best opportunities for brands to advertise on the platform to music fans and podcast listeners (Spotify Audience Network), launching new features that make Spotify more personalized, and making Premium more accessible and relevant for India.

Looking to discover the hottest songs and artists making waves in India today? Check out our Hot Hits Punjabi playlist below.

India’s Classical Music Takes Center Stage in Spotify’s Echo Campaign

September 26, 2023

In India, music fans are diving into classical music. Recent data shows that over the last two years, India’s classical music consumption grew by nearly 500% on Spotify. And while users of all ages are tuning into these songs, more than 45% of listeners are under the age of 25. Classical music, it turns out, is indeed for everyone.

Indian musical instruments have a rich cultural heritage and are consumed widely not just in the country, but across the world. Generations of artists have taken this music to listeners across the globe, with instruments such as the sitar, flute, tabla, and more, recognized and beloved everywhere. So, to celebrate and highlight this legacy, we launched Echo, an initiative that puts the spotlight on Indian classical music and musicians. Over the past three months, we’ve focused on the flute, tabla, and sitar, educating our listeners via playlists that celebrate artists who have mastered each instrument, including sitarist Rishab Rikhiram Sharma with the Soulful Sitar playlist, flutist Naveen Kumar with the Fascinating Flute playlist, and multi-percussionist Anuradha Pal with the Tabla Rhythms playlist. 

Broadcasting Desi Music to New Homes Around the World

August 7, 2023

Bollywood dance music, chill Sufi songs, hot Punjabi hits—all of these sounds make up the diverse and varied world of Desi music. They also represent artists and genres coming out of India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan, and the Maldives. Listeners across the region flock to Spotify to celebrate their culture and its music. And no matter where they go, their heritage moves with them. 

This South Asian Heritage Month, Spotify is celebrating the music of the region locally and across the South Asian diaspora. Listeners in the U.S., UK, and Canada remain the leading countries that stream Desi music, followed by Australia and Germany. Desi music is growing rapidly in the UAE, Australia, and Canada—and shows the largest increase in streams of the South Asian music genre—recording year-on-year growth of 72%, 54%, and 50% respectively. 

In Pakistan, too, 2023 has seen a phenomenal rise in the production and appreciation of Punjabi music. Compared to 2021, the total number of Punjabi track releases has nearly doubled, showcasing the industry’s vibrant growth and creative evolution. Punjabi pop, with its catchy tunes, has witnessed a remarkable 99% year-on-year increase in listener consumption in the market. Meanwhile, Punjabi Hip Hop has seen an astounding 106% growth in its listenership in Pakistan. This surge in popularity reflects the genre’s universal appeal, which then transcends borders and cultures.

“With Spotify significantly strengthening its position in South Asian markets, we are able to connect artists to their fans and communities across the globe, and have witnessed a growing love for South Asian artists and Desi music that reflects in the exponential growth of streams of our Desi playlists,” says Rutaba Yaqub, Spotify Senior Editor in Pakistan, Sri Lanka, and Bangladesh. 

“Millions in the South Asian diaspora long for a connection to home. Music keeps them in touch and Spotify wants to celebrate and enable that connection. So we’re celebrating South Asian Heritage Month this year by building a strong cultural connection between Desi music and its listeners through our South Asian Music Hub, where listeners can find and enjoy popular Desi playlists and more,” she added. 

That connection was felt especially this year with Ali Sethi and Shae Gill’s track “Pasoori.” After its release, “Pasoori” became a phenomenon that took its place on the global Viral 50 chart, the first Pakistani song to achieve this feat. It continues to be the most-streamed Pakistani track globally. This month, we also spotlight Ali Sethi and the influential Irfan Junejo in a Spotlight series on our platform.

Indian music preferences are a little more varied. The most-streamed songs from India in a majority of the largest diaspora markets, including the U.S., UK, UAE, and Australia, feature Bollywood hits like “Kesariya (from ‘Brahmastra’),” followed by “Besharam Rang,” and “Jhoome Jo Pathaan” (both from Pathaan). In Canada, however, the top 10-streamed Desi songs from the past year prominently feature Punjabi pop and hip-hop. “52 Bars” by Karan Aujla and Ikky was the most listened-to track. 

“South Asian music is undoubtedly here to stay, and India is one of the largest contributors to the export of artists from this region,” says Rahul Balyan, Head of Music, Spotify India. “With Spotify, sounds from across the world have become easier to discover and share, and for the Indian diaspora, which happens to be the largest in the world, music is an integral part of how they stay connected to their roots. All our data indicates that film, as well as pop music, appeals the most to those listeners, and Indian artists performing at international music festivals is testament to the impact that they are making even beyond the diaspora.” 

For the best of South Asian music, stream Desi Hits. 

Punjabi Music Gains Worldwide Recognition

April 26, 2023

Punjabi Feature Header

Punjabi music is enjoying a remarkable rise in popularity—and not just with listeners in India, but also among the diaspora and broader global audiences. Of the 10 most-streamed songs in India in 2022, four were in Punjabi, with “Excuses” by AP Dhillon, Intense, and Gurinder Gill taking the top spot as the most-streamed song and Moosetape, by the late Sidhu Moose Wala, nabbing the spot for the most-streamed album. Outside of India, Punjabi artists have been lighting up the stage at some of the world’s top events, representing the community and the demand for this music beyond the home country.

“Today Punjabi is one of the most-streamed music languages on Spotify in India, with playlists such as Punjabi 101 and Hot Hits Punjabi emerging as the go-to destinations for listeners to discover the best and biggest hits,” says Rahul Balyan, Spotify’s Head of Music for India. “The global recognition for Punjabi artists is evident with moments like Diljit Dosanjh’s recent gig at Coachella, a first for any Punjabi artist, and AP Dhillon’s performance at the Juno Awards in Canada earlier this year.” 

Recently, Spotify partnered with music labels in India to launch three new Spotify Singles: “Maan Punjabi” by Tarsem Jassar, “Raanjha” by Nimrat Khaira, and “Challa” by Gurdas Maan and Diljit Dosanjh. These tracks highlight the true breadth of Punjabi music’s folk roots and traditional sound mixed with the modern, global elements that have put the scene on the world’s must-listen list.

Speaking to the adoption of these international sounds in Punjabi music, Nimrat Khaira, one of India’s most popular singers, tells For the Record, “The Punjabi music industry is inspiring the world, and the world’s music, in turn, is inspiring us. Our music is an amalgamation of hip-hop, pop, rock, and classical, so it truly is made up of a global sound.” She adds, “We commonly use piano and guitar in Punjabi music, which makes the music familiar to the global audience. These two instruments are now becoming an imperative part of the Punjabi music industry.”

The growing popularity of Punjabi pop around the world has also led to some of its elements making their way into international music. “Punjabi music is influencing international beat patterns by reintroducing Punjabi beats based on instruments such as the dhol, sitar, and flute, and percussion instruments—like the tabla,” says Indo-Canadian rapper, singer, and songwriter Karan Aujla. “It’s fascinating to see our community and all our hard work expand so much.” 

“Punjabi music is influencing music today by connecting with people that are hungry for art,” says Ikky, a Canadian music producer who has worked with some of the biggest Punjabi artists in the world today, including Diljit Dosanjh and Shubh. “Punjabi people tend to support their own, and I think the music industry picks up on that.”

This growth is only set to continue, these artists believe. “Punjabi music is in a position like never before,” says Nimrat Khaira. “Millions of people are listening to it, humming it, and dancing to it. The entire credit goes to the artists and their teams who have been making some Earth-shattering content that is blowing up the international market. From here I just know there’s no looking back.” B Praak, an Indian singer, composer, music director, and producer, says, “We are present in almost all the continents now. Our aim is to present Punjabi music at the Oscars soon!”

If you’re beginning your journey into Punjabi music, Karan Aujla recommends the track “Gangsta,” which he made with YG, “to further recognize the melodies and rhyme patterns of Punjabi hip-hop songs.” B Praak, whose favorite genre is sad romantic, recommends starting with his track “Mann Bharrya.” And Ikky, who enjoys Punjabi pop, suggests “Summer High” by AP Dhillon.

Listen to the latest trending tracks in Punjabi with our Punjabi 101 playlist

Diwali Gets a Dash of Sparkle With Spotify’s New Festive Hub

October 18, 2022

Diwali hub header showing 5 screens of the in-app experience

Diwali, the “festival of lights,” is one of the most widely celebrated occasions in India. Signifying the victory of light over darkness, of good over evil, the festivities take place over five days, with homes across the country lit up with traditional clay diyas (lamps). It’s a time of delicious food and auspicious beginnings, a time to be among family, friends, laughter, conversation, and music. Adding to this important cultural moment are Spotify playlists that are curated by our India music editors. These playlists set the mood for the many moments that make up Diwali, from saying a prayer to hosting dinner parties with friends. 

This year, Spotify is going beyond Diwali playlists to enhance the in-app experience for our listeners in India and the diaspora by launching an all-new Diwali hub. Packed with features that can connect listeners to their favorite artists and music more deeply, the hub will include personalized playlists, Spotify clips, Blend playlists with some of India’s most popular artists, and more.

Playlists to soundtrack your day . . . and night

If you’re looking for something tailored to your tastes, check out: 

  • Daily Diwali, a refreshed-daily mix of Diwali songs for you to discover.
  • Your Diwali 2022, a playlist with all the songs you need to get into the spirit of Diwali, made just for you. 

If you start each day of Diwali festivities with a prayer, tune in to a variety of devotional playlists curated especially for the festival across several languages. Entertaining in the evening and looking for music to set the mood? Check out Diwali Bash (Hindi), Diwali Party Hits (Punjabi), Deepavali Kondattam (Tamil), Deepavali Dhamaka (Telugu), and much more. 

But, wait… there’s more. We’ve hidden a dash of sparkle in the Now Playing view. See if you can find while playing your favorite tunes in this year’s Diwali playlists. 

Want to know what everyone is streaming through the festive week? Explore the Top 50 Diwali playlist for the songs that are trending in India this season.

diwali experience with sparkle easter egg

South Asian Creators Share Their Sounds and Culture on Spotify

July 21, 2022

a graphic design of things native to south asian like a butterfly, elephant and lion

July 18 marked the start of South Asian Heritage Month, which celebrates the history and culture of eight countries in South Asia: Afghanistan, Bangladesh, Bhutan, India, Nepal, Pakistan, the Maldives, and Sri Lanka. This year marks a particularly monumental milestone: the 75th anniversary of India’s and Pakistan’s independence.

On Spotify, we’re using this occasion to celebrate the wide breadth of talent in and inspired by these countries. Through a revamped on-platform hub, listeners can find popular Desi playlists, exclusive playlist takeovers from noteworthy community members, a curation of podcasts from South Asian podcasters, and more.

To kick off the month, For the Record asked a collection of artists, podcasters, and creators about how their South Asian culture has influenced their work. 

 DIVINE, Indian hip-hop artist

DIVINE looking straight at the camera with his hands in a prayer gesture

“I feel like the spirit of South Asia, at its very core, is about hustling and overcoming circumstances where the odds are stacked against us. Throughout my career, I have tried to pen down lyrics that represent this very undying spirit. Musically, while I draw a lot of my influences from the West, I often try to pick up nuggets from more traditional South Asian music—whether it be interpolation of lyrics from an iconic Bollywood hit/film or picking up samples from classic Indian melodies. Music from film has been a shared heritage and a connecting thread for all of us who call South Asia our home or have roots going back here.”

Trisha Sakhuja-Walia, CEO and cofounder of Brown Girl Magazine 

Trisha Sakhuja Walia posting in front of the camera wearing a pink dress and holding pink roses

“Born out of the lack of minority representation in mainstream media, Brown Girl Magazine was created by and for South Asian women who believe in the power of storytelling as a vehicle for community building and empowerment. Over the past decade, we’ve continued to serve as an anchor for South Asians by remaining steadfast in publishing premium, multimedia content so that it uplifts, creates deeper understanding and connection, and cultivates meaningful dialogue in communities around the globe. It’s more important than ever before to continue telling our stories from our mouths so the next generation has a piece of our lives, hyphenated identity, and our blended cultures.”

Asim Azhar, Pakistani singer-songwriter

Asim Azhar standing in front of a car with its headlights on at night.

“I started doing music in 2012 because I felt like there was a void in our South Asian music scene where there wasn’t enough culture crossing. That was my main aim. What I do now is incorporate and try to blend Eastern sounds and instruments in my pop-oriented songs, which usually have a Western arrangement—whether it’s melodically or lyrically representing my South Asian culture. For instance, we added qawali in one of my really popular songs, and I feel like a lot of people resonated with it because it brought them back to their culture as soon as the chorus hit and the qawali started. I try my best to slip in South Asian themes and sounds in my music and make a modernized version out of it. Also, I’m really happy how it’s being done more often and so well in our side of the world now. We’ve come a long way, but a lot more to go!”

Hasan Raheem, Pakistani singer-songwriter

Hasan Raheem wearing sunglasses and posing in front of the camera

“I’ve grown up listening to South Asian music, so melodically I’ve been influenced and inspired by a lot of other artists and their songs without losing my own essence and originality. Sampling old classical songs and experimenting pop, R&B, hip-hop with those samples has been very helpful in setting the sound that I have now. Musically, I was inclined to incorporate the sounds of instruments such as shehnai, tabla, and sarangi in my songs, which are a huge part of Pakistani classical and North Indian music.”

 Raja Kumari, Indian American rapper 

Raja Kumari wearing sunglasses and posing in front of the camera in the desert

 “My South Asian heritage is integral to everything I do as an artist. Whether it be the sounds or visuals, my culture is just a part of who I am.”

Mumzy Stranger, British Bangladeshi rapper and producer

Mumzy Stranger wearing sunglasses and looking off in the distance standing in front of a palm tree

 

“As a British Bangladeshi, I have grown up listening to Western and Eastern music, especially Bollywood music. I have picked up instruments and melodies from South Asian culture and fused this with Western genres to create a unique sound, which I am championing currently.”

Ahsun Zafar, Brown History podcast

“It is important to me to use my platform to tell South Asian stories because not only does it provide a source of strength and self-love for other South Asians, an opportunity to build and fortify communities, and a medium to promote respect and empathy for each other, but it is also a support system that can provide us with courage and help us in the fight against any false narratives, racism, and different systems of oppression that we encounter in our lives.” Photo credit: Oumayma B. Tanfous

 

Find more voices to listen to and learn from on our South Asian Heritage Month hub.