In this guest column, he highlights how India’s music industry is booming into a multi-billion-rupee ecosystem, fueled by streaming, brand campaigns, global collaborations, and emerging trends like nostalgia marketing and K-Pop–inspired production.
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On October 1, we recognize International Music Day and the power of music as an art form that knows no boundaries, generations, or cultures. In India, music is so much more than entertainment; it is a multi-billion-rupee industry, now generating over Rs 4,500 crore, and has been experiencing high growth rates, driven by streaming services, short-form video applications, and brand campaigns. The music ecosystem in the country is not only increasing in its size, but also in its importance, as audiences interact with content in the regional, bollywood, indie, and international music spaces.
The last few years have witnessed a remarkable transformation of the Indian music industry, driven by both listeners’ changing preferences and tastes as well as cultural exchange in a globally connected world and the commercial opportunities music provides within digital media. Today various patterns are defining this new landscape.
Nostalgia As A Marketing and Engagement Tool
Nostalgia has become a powerful driver of engagement, with iconic songs from the 1990s and 2000s making a strong comeback as the soundtrack for today’s content and brand campaigns. From FMCG snacks to digital apps, marketers are increasingly leaning on retro tracks to spark familiarity and emotional resonance. Studies show that videos featuring nostalgic music can deliver up to 30% higher engagement, demonstrating that music can elevate storytelling as effectively as visuals themselves. Nostalgia also acts as a cultural bridge,allowing millennials to reconnect with old favorites while introducing younger audiences to these tracks through remixes, reels, and viral challenges.
Creating Opportunities For Global Collaboration
India’s openness to international artists and cross-border collaborations is reshaping the music landscape. Global musicians are increasingly working with Indian talent,whether through live performances in India or by creating tracks tailored for Indian audiences. Consumption of international music is rising by nearly 30% year-on-year, reflecting the growing appetite for cross-cultural sounds. Digital platforms have accelerated this shift, enabling regional tracks and independent artists to reach global listeners. As a result, India is fast emerging as a hub of cultural osmosis and creative experimentation.
The Influence of K-Pop Is Giving Rise To A Korean-Inspired Production Trend
One of the most striking trends in music today is the rise of Korean-inspired production. With K-Pop and Korean content dominating global demand, Indian artists and producers are infusing their work with Korean influences,drawing from synth-heavy beats, layered vocals, and choreography reminiscent of international pop. Short-form platforms like YouTube Shorts and Instagram Reels have fueled this momentum, with the use of Korean-inspired tracks in videos growing by over 40% in the past two years. Brands have quickly tapped into this wave as well: fashion and lifestyle campaigns are increasingly using K-Pop–inspired music to connect with Gen Z, blending global aesthetics with uniquely local storytelling.
Music Usage & Licensing: Compliance Becomes A Must
The surge in music use across branded content has brought significant challenges around licensing and copyright compliance,particularly in India. With thousands of brands and creators generating over a million pieces of content each month, unlicensed music usage remains rampant. Industry estimates suggest losses of Rs 8,000–10,000 crore annually from unlicensed use, with artists missing out on nearly Rs 900 crore in unpaid royalties. Rising copyright lawsuits and frequent takedown notices underscore the urgency of stronger licensing frameworks. Today, compliance is no longer optional,it is a critical component of content strategy, ensuring fair compensation for creators while protecting brands from legal and reputational risks.
Artist Monetisation: Fair Pay Gaining Momentum
On a positive note, artist monetization in India is gaining strong momentum. The Indian Performing Right Society (IPRS) reported royalty distributions of over Rs 700 crore in FY 2024–25,a 42% jump from the previous year,signaling growing recognition of music creators as key stakeholders. More independent artists, labels, and composers are now monetizing through digital streams, licensing deals, and brand collaborations in meaningful ways. With improved digital tracking, transparent royalty distribution, and stronger rights enforcement, music is rapidly evolving into a sustainable and rewarding career path.
As India’s music ecosystem expands in scale and maturity, its future will be defined by respectful licensing practices, fair monetization for talent, and mindful adoption of global trends. Music today is no longer just background sound,it is a cultural force, a driver of engagement, and a generator of economic value.