Streaming The Story: Are Music Documentaries Genuine Or Just PR?

In an era where the music industry is constantly evolving, artists are no longer relying solely on traditional album releases and promotional tours to engage with their audiences.

Instead, many of today’s biggest music icons are turning to long-form storytelling through documentaries, leveraging streaming platforms such as Netflix, Prime Video, and Disney+ to expand their reach. This shift raises an important question: Are these documentaries a marketing masterstroke, or do they serve as genuine artistic expressions?

Why Documentaries?

The rise of music documentaries is fueled by a shift in audience consumption patterns. With the dominance of social media and on-demand entertainment, fans now crave deeper, more intimate insights into their favorite artists’ lives. Unlike the conventional promotional interviews and behind-the-scenes clips once aired on TV channels, documentaries offer a more immersive experience.

Music Supervisor Alick Sethi observes, “Documentaries are becoming a more important way for an artist’s story to be told. As the quality of amateur fan social media reels and YouTube documentary videos increases, so the level of professionally made documentaries has risen to keep up with the demand from the public.”

OTT platforms have become the perfect home for these projects, providing artists with a global audience. Documentaries can highlight an artist’s creative journey, struggles, and triumphs, reinforcing their cultural relevance while strengthening their brand in an increasingly competitive industry.

Marketing Genius or Artistic Expression?

Despite their success, the question remains: Are these documentaries authentic storytelling ventures, or are they elaborate PR exercises designed to maintain an artist’s relevance?

Rabindra Narayan, MD and President of PTC Network, sheds light on this evolving trend, stating, “The documentaries around the life and work of music artists are merely an extension of new media forms. Earlier, the promotion of an artist centered around interviews and films by TV channels to give their fans a look into their star’s world. As viewership shifted to OTT platforms, the need to utilize the new medium has also risen. The long-form PR exercise works well only for top stars who are in demand. The new and lesser-known artists are left to utilize only the social media platforms like YouTube for long-form and Facebook/Instagram for short-form PR profiles.”

A prime example of a music documentary that struck the right balance between transparency and storytelling is Famous, the Netflix documentary on Yo Yo Honey Singh. Having worked on the project, Alick Sethi shares his perspective: “Yo Yo Honey Singh was personally involved, and the documentary crew was given permission to follow him and gain access to his life. However, Honey Singh himself was not a producer and did not carry editorial weight. It worked because Mozez (Singh) was able to build a rapport and make Honey comfortable, thus bringing out his authentic side on camera. At the same time, Mozez could use this access to ask the difficult questions and not shy away from showing the controversies as well as the good times.”

This balance between access and journalistic integrity is crucial. Audiences are more discerning than ever, and they value authenticity over scripted narratives. As Sethi notes, “Audiences appreciate and respect this authenticity and transparency, and this is what makes a documentary about an artist more than a PR puff piece.”

The Future of Music Documentaries

With the growing dominance of OTT platforms, music documentaries are likely to remain a powerful tool for artists. Whether they are driven by artistic intent or strategic brand management, these films provide a compelling way for musicians to connect with audiences beyond their songs. As new means of mass communication emerge, so do new opportunities for artists to craft their legacy, one documentary at a time.