Spotify undertook its first ever live collaboration with Facebook last Thursday. The session hosted by the well-known content creator Srishti Dixit saw the renowned rapper Badshah on the hot-seat. The cheeky interview had Srishti ask Badshah questions about his music, anecdotes from his past, future projects and much more.

The conversation opened with Badshah talking about five of his most favorite tracks by himself. ‘Saturday, Saturday’ came on top of his list – to which he credits his rise to fame to. He also talked about the stories behind ‘Abhi toh party shuru hui hai’, ‘Mercy’ and his latest single – ‘Paagal’.

On the topic of his projects, he talked about the theme of his next song being an ‘introverted girl who likes being in her pyjamas rather than going out.’ He also briefly touched upon his big-screen debut, alongside Sonakshi Sinha in the movie – Khandaani Shafakhana – that will hit the theatres last week. The session concluded with using the interactive feature (polls) of Facebook Live, where they asked the audience to choose between three songs that Badshah would talk about. Badshah spoke about the origin and the story behind the song “Heartless” which also featured the renowned singer – Astha Gill.

“I want to be mass-y, while being classy.”said Badshah whilst talking about his want to reach out to masses of all demographic.

You can watch the interview here.

Loudest Take: It’s no denying that the music industry in India is seeing a massive shift in all avenues. With the growth of independent music, the fading popularity of commercial/bollywood music, the big brand integrations with live acts, growth of AI and such in the music streaming business etc, India is making slow but steady changes in the market.

One such change is the way people consume music and music related content. The days of mixtapes and CD’s are long gone, giving way to streaming platforms like Spotify and Apple music and such. But with so much competition within the streaming industry, companies have to look toward creating exclusive content to grab the audience attention.

The Spotify-Facebook Live collaboration is one such attempt to stand out from the rest of the competition. Here, the audience gets to see their favorite artists interact with the interviewer, and also with them through the live interactive features of the social media website.

With the growth in competition in the music industry, platforms need to do much more than just offer basic content to stand out. The Facbook Live and Spotify collaboration is one such out-of-the-box idea that can be scaled in the future. All that remains is to sit back and see what other innovative collaborations will come up next.

Author

Rushaki is a restless explorer at heart, always questioning. Started her journey with honours in Psychology, has worked in events related to music and poetry, in an NGO, managed operations at a start-up, handled hospitality and artists at a bar, and now is on a quest to understand business and content. With a draw to the creative arts, is a vocalist for a rock band - Coffee For Giraffes - and also dabbles in poetry. Wishes to find the right answers and the right road someday to put to rest the never-ending questions in her mind.

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