Tag: Armaan Malik

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.

Spotify Teams Up With Artists and Creators To Help You ‘Tune In To Yourself’ on World Mental Health Day

October 7, 2022

There are times when it feels like the world around us gets too loud, distracting us from experiencing the moment and connecting with ourselves. And while mental health has always been important, these last few years have brought it to the forefront. In a sea of demands for our attention, it’s important to take time to get grounded. To help Spotify listeners find quiet amid the chaos, we’re inviting them to turn down the noise and tune in to themselves on World Mental Health Day this year. 

At Spotify, mental health is a top priority. It’s the reason why we started our Heart and Soul mental health initiative in 2018 as a way to raise awareness, build knowledge, encourage self-care and professional support, and normalize the conversation to reduce stigma. And in the years since, we have continued to make mental health conversations and resources available to our employees, as well as to all who come to Spotify looking for the moments of inspiration and healing that music and podcasts can provide.

This year is no exception. We believe that audio is one of many beneficial tools for mental well-being, and so we’re supporting listeners and employees with our lineup of hand-curated content and collaborations with artists, creators, and influencers. We’re also continuing to evolve our partnership with Headspace, the mental wellness provider that promotes health and happiness through mindfulness and meditation. Our hope is that everyone discovers audio that helps them continue to connect with themselves and with others in their everyday lives.

Connect with your favorite artists and creators in our Wellness hub

Across our Wellness hub, we’re highlighting content that can help listeners find some respite from noisy thoughts and buzzing news feeds. We’re also collaborating with artists and podcasters to share their personal experiences of feeling overwhelmed and stressed––along with their ways to bring themselves back to a place of connection. When you first open the Spotify app, you’ll be greeted with a pop-up or banner with a link that will take you to the hub. 

There, you’ll find not only some of our most popular editorial wellness playlists like Calm Vibes, Noise Cancelling, and lofi meditation, but also a wide range of curated playlists from artists and podcasters like J Balvin, Hayley Kiyoko, We Can Do Hard Things’ Glennon Doyle, and Meditation with CurlyNikki’s Nikki Walton.

We’ll also be working with a few of India’s and Sweden’s brightest stars. This includes India’s singer-songwriters Armaan Malik and Hanita Bhambri, actors Rajkummar Rao and Mithila Palkar, and writer Shaheen Bhatt—and from Sweden, artist SHY Martin and Det skaver’s Cassandra Klatzkow, Elsa Ekman, and Nadia Kandil. Each playlist will feature some inspiring words from the artists and creators themselves about the importance of mental health and well-being. 

Additionally, you’ll find exclusive content on our social channels, where creators and influencers such as Zion Clark, Eli Rallo, and Bran Flakezzz will be sharing their own thoughts on mental health awareness and encouraging viewers to visit the Wellness hub.  

Sundays get less scary with Headspace

In addition to having our Wellness hub, we’re also partnering with Headspace to launch the limited podcast series Sunday Scaries Student Edition on October 9. Based on the hit podcast Sunday Scaries, the series pairs Gael Aitor—cohost of the popular Gen Z podcast Teenager Therapy—with Headspace wellness expert Dora Kamau to discuss meditation, mindfulness, and most importantly, life. At the top of each episode, the two tackle a subject that’s affecting students and young people, and Gael has a conversation with Dora about it. 

“It is extremely important to break the taboo surrounding topics such as mental health and anxiety, especially with younger generations,” Gael told For the Record. “This limited podcast series of Sunday Scaries is aimed at reaching young people and teaching them to learn and understand that these feelings are normal, and there are so many tools and techniques to help combat those situations.” 

Whether she’s talking Gael through the feelings of fear that come with following his dreams, or helping him to reframe his thoughts around the idea of being alone, Dora opens up new perspectives in each of the six weekly episodes. And after every conversation, Dora leads Gael through a bespoke meditation on the subject.

“Young people are struggling more than ever with their mental health, with 50% of mental health conditions starting by age 14. Together with Gael, our intention is to help destigmatize and normalize conversations surrounding mental health by providing listeners a space to explore and investigate their feelings, emotions, and unique experiences,” said Dora. Through sharing our own stories, it’s our hope that folks can find a sense of comfort through the advice and resources shared with them.

Finally, Spotify will also be donating directly to Backline, the Music Health Alliance, the MINDS Foundation, and SEARCH.  

Turning down the noise can be tough––especially in moments of stress. If you or someone you know is struggling to safely tune in to themselves, our Mental Health Resources can provide immediate help.

Need a moment to focus on yourself? Take a break with our Calm Vibes playlist below.

Update as of August 21, 2023: We want to help connect listeners who may be thinking about self-harm with the support they need. Anyone who searches for terms that are associated with this type of behavior will receive a localized in-app message prompting them to explore our Mental Health Resources Hub and help them find locally relevant emergency mental health and support services.

Six Artists and Podcasters Share Their Journeys Since Spotify’s Launch in India

March 29, 2022

It’s been three years since Spotify’s launch in India—a change that not only gave listeners a new way to discover music and find podcasts, but also opened the door wider for creators in the country. 

Two major elements of Spotify’s impact in India are education and amplification. We’ve held several master classes in India and have helped more than 6,000 local artists share their music and access streaming insights. We’ve also hosted workshops and mentoring programs to assist podcasters with the development and distribution of their shows. In fact, the number of podcasts created on Anchor grew 130 times from the start of 2020 till the end of last year. On the amplification side, we’ve used EQUAL, RADAR, Fresh Finds, and Spotify Singles to help Indian talent gain more visibility at home and abroad—and initiatives such as Sound Up have enabled us to elevate the voices of women podcasters in the country.

“We want creators to thrive on Spotify, and our platform and initiatives are designed with that purpose in mind,” shared Amarjit Batra, Managing Director for Spotify India. “By collaborating closely with the creator community in India, we’ve been able to grow awareness and preference for audio streaming.”

So what have the past three years been like for Indian creators? For the Record sat down with three Indian artists and three Indian podcasters to hear how they’ve found new fans and audiences.

Asees Kaur – Singer

What is your most memorable Spotify moment?

Hands down the Times Square billboard in New York. I was featured twice—first, as an EQUAL artist for “52 Gaj Ka Daman,” and then for Spotify Wrapped since I was the third-most-streamed female artist in India last year.

What’s your favorite thing about Spotify for Artists?

Having access to my own audio streaming analytics and numbers because I know they are real numbers. This helps me connect better with my fans and focus on music they love!

What are some of the ways that you engage with your fans on Spotify?

I definitely share the new songs and playlists that I featured on on my social media and link back to Spotify so my followers are up-to-date on my new releases. I also curate my own playlists with my favorite songs to share with my fans. 

What artist(s) would be your dream collaboration?

There are so many. Locally, I would like to collaborate with any regional artist or genres, and internationally, I’d love to work with Taylor Swift and Adele.

 

Armaan Malik – Singer and Songwriter

What is your most memorable Spotify moment?

I was the first Indian artist to be featured on the Spotify Times Square billboard for my debut English single, “Control.” It was a huge milestone for me and truly a spectacular moment for Indian musicians worldwide. 

What’s your favorite thing about Spotify for Artists?

I truly appreciate how in-depth the analytics are. It assists me and my team to navigate our releases strategically. Tools like the Artist Pick and Canvas really help artists push our music in the most effective way. I also love how easy it is to use the app. The user interface is extremely smooth, which is always a plus! 

What are some of the ways that you engage with your fans on Spotify? 

Personally, I love creating fun, new playlists. It enables me to reach out and engage with my fans in a much closer way. Some of these are discography playlists that allow my listeners to know more about my music across languages and genres, while the other playlists feature songs that I am hooked to currently (not just my own). 

What artist(s) would be your dream collaboration?

It’s my dream to collaborate with Charlie Puth, and I would love to do a song with Arijit Singh.

 

Nikhita Gandhi – Singer, Composer, and Songwriter

How has your career evolved since Spotify’s launch in India?

I think the business of music has become more streamlined. I am better aware of how my music is performing, able to consistently monitor the growth and progress of my art, and even personalize my artist profile almost like Instagram, but for streaming. 

What is your most memorable Spotify moment?

I was walking to a recording and stumbled upon a GIANT poster of Badshah and me on Spotify’s spotlight post for “Bad Boy X Bad Girl.” I had no idea that was happening, so it was a crazy-good surprise.

What’s your favorite thing about Spotify for Artists?

There are a few, but the prerelease pitching feature tops that list. 

What artist(s) would be your dream collaboration?

I really can’t pick one. I feel blessed to say that many of my dreams have already come true, including launching my career with Rahman Sir (AR Rahman) and the collaboration with Pink Sweat$. Can’t wait to hit more epic milestones!

 

Yogi & Kabeer – Hosts of Shuddh Desi Gay

How has your career evolved since Spotify’s launch in India?

From consuming music and podcasts on Spotify to actually hosting a Spotify Original podcast, it has been one of the most fulfilling experiences for us personally and professionally. Spotify adds credibility to our voices and gives our messages unmatched amplification. 

What is your most memorable Spotify moment?

Both of us have been using the app since its launch in India, so we can never forget the moment when we saw our podcast trending on the charts for the first time. Our listeners took screenshots and shared it on Instagram, and that was truly special. 

What are some of the ways that you engage with your fans on Spotify?

Our podcast is called Shuddh Desi Gay (SDG), so the relationship we have with our listeners is one of community. They’re our extended family, so when we created the collaborative playlist, SDG FAM, with five songs, it quickly went up to 55 hours of music, added to by over 50 listeners. Additionally, at the end of the year, Spotify Wrapped showed us how much listeners loved us, and we could share that back with them. 

Who are your dream guests for your podcast?

Comedian Ellen DeGenres and Indian filmmaker Karan Johar.

 

Balaji Patturaj – Host of Naallanaa Murukku – The RJ Balaji Podcast

How has your career evolved since Spotify’s launch in India? 

Being a radio jockey for the past 15 years made me realize that I’ve become a better person, and it reflects in whatever I do. Over the years, I’ve been able to easily connect with the radio audiences and today’s internet generation. Through Spotify, I continue to evolve and feel relevant as the younger generation listens to my podcast. It’s a great feeling to be connected with different audiences through different mediums.

What is your most memorable Spotify moment?

This might sound weird, but after every episode I get so many heartwarming messages. Messages from people who lost their dear ones to COVID or texts from somebody who is going through a tough time physically, mentally, or financially—mentioning how a particular episode made them feel better. I feel fortunate that people are able to take so much from our podcast. What I thought to be mere entertainment for 15 minutes turned out to be something more and bigger. Those stories, those life-changing moments and the impact we made, are the most memorable parts of my journey with Spotify. 

What’s your favorite thing about working with Spotify?

My favorite thing is to be able to work with the best in business. Best in the business does not just mean how big the brand is, or how well Spotify values creators, but how much they care about the medium. Spotify knows how to handle a podcast, how to promote it, how to take it to the target audience, and how to work with talent. All these things make Spotify’s working environment a really cool one. I always have a good time while discussing show ideas with the Spotify team. They know the medium and they strive to give their best to their listeners. 

Who are your dream guests for your podcast?

One person I want to be on my podcast is Tamil superstar Rajinikanth. Apart from his films, his stardom, and his philosophical thoughts, the man has a great life we can all learn so much from. I would like to talk to him about the stories that he hasn’t yet shared with the world. A global guest I would like to have on my show would be Barack Obama. At a time like this where most people have negative opinions on world leaders, Obama is still loved by the majority, and that’s a story worth telling.

 

Ananthi Iyappan – Host of The Book Show & Rough Note by RJ Ananthi

How has your career evolved since Spotify’s launch in India?

We have more listeners now than ever before, and we regularly receive messages from so many people that they loved our podcast on Spotify. We have been able to reach so many people outside India through Spotify, and I feel so much gratitude for that.

What is your most memorable Spotify moment?

Being signed on as a Spotify Exclusive was very special to me because it took me back to those days when I used to do my podcast inside a cupboard for better acoustics. Spotify is the only audio streaming platform that recognized the effort behind the content I was creating, and they have supported me right from the beginning.

What are some of the ways that you engage with your fans on Spotify? 

We redirect our social media followers to Spotify at the end of every episode’s promotion. We also encourage our fans to listen to our episodes even if they don’t have enough time to watch our episodes. We also encourage anyone who comes up with an idea for their own podcast.

 

Want to learn more about how listeners are streaming podcasts in India? Check some of the top trends we’re seeing in the country.