Universal Music Group’s Viral Jani Explores 2025’s Top Music Trends

The year 2024 marks a transformative moment for Indian Pop (I-Pop). I-Pop is now well and truly established itself as a powerful cultural force, with its impact expanding beyond national borders. This shift represents a broader transformation in how music is created, consumed, and celebrated, with artists stepping into the spotlight not only as musicians but as cultural leaders and global ambassadors.

A New Era for Indian Artists

Indian artists are no longer confined to the traditional role of playback singers. Instead, they are embracing their individuality and authenticity, reshaping what it means to be a cultural icon in the hyper connected digital age. In a time when personal brands and artist personas are as significant as the music itself, I-Pop music artists are smartly using fan tech and social platforms to create direct-to-fan ecosystems. These platforms give artists control over their narrative, allowing them to engage more deeply with their audiences and redefine their relationship with fans.

Super Fandoms: The New Fan-Artist Relationship

One of the most exciting developments in the world of I-Pop is the rise of "super fandoms." These communities go beyond passive listening—they actively support their favourite artists, reshaping the fan-artist dynamic into a more collaborative, community-driven relationship.

Artists like Anuv Jain, Karan Aujla, AP Dhillon, and Badshah have cultivated fiercely loyal fanbases that engage with their music across concerts, merchandise, and digital platforms. Fans are no longer just consumers; they are advocates and collaborators, promoting music, attending events, and even co-creating content. This deep connection underscores the growing importance of emotional ties between artists and their audiences.

The Role of Labels and Industry Investment

Recognizing this shift, labels like Universal Music Group (UMG) are investing in initiatives to nurture and amplify these super fandoms. Hosting superfan events and landmark concerts, both for Indian and international artists, UMG is helping to strengthen the artist-fan relationship. These efforts not only deepen connections but also build long-term loyalty, making super fandoms a cornerstone of the evolving music industry.

Establishing direct connect with fans

In 2024, first-party data is emerging as a valuable asset for artists and labels. By establishing direct relationships with fans, artists can personalize communication strategies and create unique experiences for their audiences.

UMG is at the forefront of this trend, helping artists gain insights into their fanbases while retaining ownership of their ecosystems. This direct engagement model enables artists to craft more intimate experiences, from exclusive events to surprise content drops. By prioritizing these direct connections, first-party data is helping to turn casual listeners into devoted fans, fostering a deeper sense of community and loyalty.

New Revenue Streams in the Music Industry

The transition from a B2B2C to a direct-to-consumer (D2C) model is opening up new revenue streams for the music industry. Beyond digital streaming, artists are exploring innovative ways to monetize their work, tapping into India’s growing music culture and rising discretionary spending.

Merchandising is now a key pillar of the fan economy, with exclusive drops and limited-edition products driving both engagement and revenue. Brand collaborations are also flourishing, as artists leverage their cultural influence to form authentic connections with youth audiences.

Moreover, the revival of physical formats—such as vinyl and cassettes—has appealed to fans seeking tangible ways to connect with their favourite artists. Live experiences are thriving as well, with concerts and festivals offering premium experiences like backstage access and VIP meet-and-greets. These new monetization strategies are reshaping the industry, creating a more diversified and sustainable business model.

Ethical AI and the Future of Music

Technology, particularly artificial intelligence (AI), continues to revolutionize the music industry. In 2024, the focus has shifted toward ethical AI, ensuring that technological advancements preserve the integrity of artistry and ownership.

AI now has the potential to play a key role in enhancing creativity, helping artists with music production, fan engagement, and personalized experiences. At the same time, the industry is taking proactive steps to address concerns around unethical AI-generated content. By collaborating with AI stakeholders who adhere to principles of copyright respect and artistic value, the industry is creating a fair and transparent ecosystem.

As technology evolves, the music industry is finding ways to balance innovation with authenticity. By promoting ethical practices and using AI to enable creativity, the future of the music industry looks promising, where artistry and technology coexist harmoniously.

India’s Music as a Global Export

Anuv Jain’s tracks Husn and Jo Tum Mere Ho topped charts globally, while emerging artists like Akshath Acharya made waves with Nadaaniyan, which became a viral #1 hit. Additionally, Hanumankind and Kalmi’s Big Dawgs shattered streaming records, becoming the most-streamed hip-hop song globally at one point. Together, these milestones are propelling Indian music to the global stage. India’s vibrant youth culture—rooted in local storytelling yet embracing universal themes— is resonating worldwide, much like the rise of K-Pop and Afrobeat.

This shift is indicative of a larger cultural and economic trend: music as a key export of Indian identity. Playback singing, which once dominated, is now giving way to original tracks, live performances, and artist-driven narratives. Indian Pop is not just entertainment—it is becoming a statement of India's place in the global cultural conversation.

The Future of Indian Pop

As we move through 2025 and beyond, the music industry is proving that it’s no longer just about entertainment—it’s about connection, culture, and innovation. The evolution of I-Pop represents more than just a musical shift, it signals a cultural renaissance, positioning Indian artists at the heart of global pop culture. With super fandoms driving deeper engagement, first-party data reshaping fan relationships, and technology enabling new creative possibilities, the music industry is entering an era of unprecedented transformation.

I-Pop is not just a genre; it’s a movement—one that celebrates individuality, community, and the power of music to unite people across the world.