Tag: Punjab

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

A Close Look at India’s Love for International Pop

May 4, 2020

Did you know there was once a Danish band that was more popular in India than in Denmark? The group Michael Learns to Rock shot to fame with singles like “The Actor” and “That’s Why You Go Away” in the ’90s. At the height of their success, they made tour stops in the Indian cities of Bengaluru and Chennai. The band was so well received that they amassed an enormous cult following across the country for years to come. 

“They got into cabs and went to the airport in Copenhagen—living the normal life. And when they landed in India, there was a huge entourage that greeted them with garlands, and limousines carried them to their hotels,” Padmanabhan Nurani, Spotify’s Head of Artists and Label Marketing India, tells For the Record. 

It’s just a mere glimpse of how the country’s music fans have long embraced local and global artists. 

Home to countless Bollywood stars, along with raga virtuosos, indie talent, and more, India has been a vibrant hub for international music and a top tour destination for world-class acts like Led Zeppelin and Bruce Springsteen. Sneha Singh, Head of Music Culture and Editorial India, credits the rich diversity of the country’s music landscape for this broad acceptance of global sounds.

“Because we have so many languages, it’s just ingrained in us to take in and to respect each other’s cultures,” Singh tells For the Record. “Acceptance is fairly easy and this means we listen to all kinds of music.”

The robust and rich content on Spotify India ranges from locally curated favorites like Top Hits Hindi and Punjabi 101 to global playlists like Today’s Top Hits and New Music Friday. Now, with the recent addition of the Warner Music Group catalog in India, listeners are also streaming the latest tracks from global stars such as Ed Sheeran, Dua Lipa, and Cardi B, and rock fans have access to entire discographies of Coldplay, Linkin Park, and The Doors, among others.

In the first two weeks of the catalog’s availability in India, Ed Sheeran and Dua Lipa were the top two most-searched Warner Music artists, respectively. The most-searched-for tracks were “Dance Monkey“ by Australian songwriter Tones And I, followed by Roddy Ricch’s infectious hip-hop anthem “The Box.” 

Nurani says it’s no surprise that Ed Sheeran comes up tops for the nation of 1.3 billion people. Sheeran has performed in India twice. In 2017 he greeted his audience with a respectful “namaste” (“hello” in Hindi) before performing dressed in a blue silk kurta, the traditional shirt worn across South Asia. The “Shape of You” star’s choice of wardrobe made national headlines, and the song played on the radio for the next two years. 

Like Sheeran, Dua Lipa is also a regular in India and shows her appreciation for local culture whenever she performs there. Before playing in Mumbai last year, Dua Lipa took some time to meet with Bollywood star Shah Rukh Khan and even picked up a few of his dance moves. Khan’s post to Instagram fed a local media frenzy online and delighted fans everywhere—such is the interest in “Bollywood meets Hollywood.”

To editorial expert Singh, these cross-cultural collaborations are all a natural expression of how pop culture works in this diverse, music-savvy country. “We have borrowed from the West, and the other way around,” she says. “Music has always been about inspiration and evolving it for the listener’s ears.”

Looking for a deep dive into Indian pop? Start with Spotify’s Hot Hits India playlist and keep going with New Music Friday India and This Is Arjit Singh.