In this guest column, Vitasta Kaul, CMO of Hoopr, explores how Zohran Mamdani’s viral “Dhoom Machale” moment spotlights Bollywood’s reach and the importance of music licensing
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When New York City’s Mayor-elect, Zohram Mamdani, recently danced to Dhoom Machale at his victory celebration, the internet exploded with applause. The video caught on quickly to the viral trend - the combination of Bollywood's rhythm, Indian pride, and New York's charm. But under the visible layers of a cheer-up moment, there is an invisible question: did the event organizers get the permission to use that song in public? It might not seem very important - since it was a cultural celebration in a spontaneous way.
The Hidden Complexity Behind a “Simple” Song
Dhoom Machale, which is a soundtrack of Bollywood released under Yash Raj Films Music (YRF Music), is one of the most iconic soundtracks of Indian cinema. It has become the most popular song of celebration due to its association with movie premieres and wedding dance floors. But the copyright law has laid down strict rights for its use:
-Public performance rights – for playing it at parties or events
-Synchronization rights – for video content usage
-Communication to the public rights – for online uploading or broadcasting
Nowadays, every event clip becomes content in the world where people are interlinked, and so the lines between casual celebration and public broadcast are getting more and more blurred. In such a scenario, without proper music licensing, any of these uses could lead to infringement if proper licensing is not obtained.
According to the Global Music Report 2024 from the IFPI, unlicensed music still makes up for over 30% of all global music content online every year, resulting in losses of royalties worth billions of dollars. As per reports, India accounts for an estimated loss of ?8,000–?10,000 crore annually for the music industry due to copyright violations with artists suffering a loss of almost ?900 crore in unpaid royalties.
Global Culture, Local Compliance
Bollywood music has always been India’s soft power export - but as its global footprint expands, so do its licensing responsibilities. Major companies like YRF, T-Series, and Saregama now actively scan digital platforms and public events for uses of their unlicensed song use.
This vigilance isn’t unique to India. Around the world, from New York to Nairobi, copyright enforcement is tightening. A survey carried out by PwC India in 2023 revealed that out of all content creators, 60% confessed that they had used copyrighted music without a license at least once. The introduction of technologies like YouTube's Content ID and Meta's Rights Manager indicates that both the platforms and the rights holders consider IP compliance as a very serious matter today.
In India, even government and tourism campaigns have been subjected to takedowns after using unauthorized hit Bollywood songs - a reminder that neither the scale of the operation nor the good intent exempts one from the law.
The Importance of Licensing Has Increased Exponentially
Music licensing does not only serve a legal purpose; it also represents a moral and economic necessity. It guarantees fair payment for artists and composers. It also provides brands, creators, and institutions with legal and reputational risk management. Moreover, it keeps the culture at large in a fair ecosystem where creativity is rewarded, implying that it is the artist that goes on the big stage and gets silent applause, but they are still rewarded financially.
According to estimates, the Indian music market was worth about ?3,200 crore in 2024 and is set to increase by over 12% CAGR over the years, with the help of streaming, user-generated content, and licensed usage. However, the growth of this market can only be maintained if there is a universal practice of respect for intellectual property. Licensing is not the same as forbidding, it is a way of allowing the ethical celebration of creativity.
Celebration With Compliance
The New York Mayor’s dance was a joyous cultural bridge, a Bollywood anthem echoing across the Atlantic. But it also serves as a reminder: in a hyperconnected world, music travels instantly, but so do the rules governing it. Whenever a public personality, artist, or company is considering using a popular song, getting a license might turn out to be the crucial factor. A licensed performance is not only a tribute to the artist but also means of making the moment about festivity rather than conflict.
Music has the power to bring people together, but compliance is the way to keep that peace.