Lyricist-Composer Swanand Kirkire Says OTT Platforms Have Undervalued The Role Of Music In Storytelling

Veteran lyricist, composer, and now creator Swanand Kirkire, known for his award-winning work in Indian films, believes that music remains central to Indian narratives, but early streaming series failed to harness its full potential.

In a conversation about his new Prime Video series Bandwaale, Kirkire explained that his journey into creating for OTT comes from deep roots in theatre, where storytelling and music are inherently linked. The show, which follows three small-town musicians forming an unlikely band, places music at its core.

“I think OTT platforms initially didn’t fully understand the power of music in Indian storytelling,” he said, noting that while films traditionally rely on songs as a promotional and emotional engine, many early web series treated music as an afterthought.

In mainstream Hindi cinema, multiple songs are often released before a film’s premiere, helping generate buzz through radio, TV, and public platforms. Kirkire argues that this system gives songs a life outside the narrative, enabling them to travel far beyond the screen, something most OTT releases have yet to adopt fully.

He pointed to shows like Bandish Bandits and Mismatched as examples where music was successfully integrated and promoted independently, giving the songs more reach.

For Kirkire, building that bridge between storytelling and musical promotion on streaming platforms, similar to how the film industry leverages music, could unlock greater audience connection and lasting cultural impact.