“This Is More Than A Festive Offering”: Aabha Hanjura On Positioning ‘Shiv Lagan’ In India’s Streaming Economy

Singer-composer Aabha Hanjura has released Shiv Lagan, a spiritually rooted single that blends Kashmir’s devotional traditions with a contemporary sonic palette ,positioning it not just as a festive offering for Shivratri, but as a long-term cultural asset in India’s evolving streaming economy.

Described as a celebratory anthem inspired by the divine love story of Shiva and Parvati, Shiv Lagan reimagines mythology through a modern soundscape. The track went live across digital platforms alongside a music video, and according to Hanjura, began gaining momentum within the first 24 hours of release.

“I’ve always believed music transcends linguistic barriers,” Hanjura says. “I’ve seen the same with my songs in Kashmiri that have crossed over to audiences who don’t even speak the language. I look at Shiv Lagan as a strong cultural piece from our country that blends ancient spiritual traditions into a modern soundscape.”

Devotional Music in an Algorithm-Driven Era

The release arrives at a time when India’s music consumption patterns are increasingly shaped by streaming algorithms, short-form video virality and playlist culture. While devotional music has traditionally been seasonal ,peaking around festivals ,artists are now rethinking how culturally rooted tracks can achieve sustained mainstream visibility.

Hanjura resists boxing Shiv Lagan into the devotional category alone. “I don’t look at it as just a devotional track. It’s a cultural piece that tells a story older than time,” she explains.

That positioning may prove strategic. In a market where genre lines are blurring, tracks that balance identity and accessibility often find traction beyond niche audiences. The early response, she notes, suggests resonance “across genres,” indicating that the song’s appeal may extend beyond faith-driven consumption into broader emotional listening.

Building Emotional Virality Beyond the Festival Window

For culturally anchored releases, the challenge lies in building what industry executives increasingly call “emotional virality” ,connection-driven sharing that sustains streams beyond the festive spike.

Hanjura credits authenticity and long-term audience building as key levers. “Emotional vitality for a song like this comes from authenticity and the long-term connection I’ve built with my audience,” she says. “I create instinctively. I know Shiv Lagan is a departure from my earlier releases, but I felt a strong connection with the words, and the melody just flowed out of me. When music is honest, it finds its audience.”

This instinct-led creative approach is paired with cultural timing. Shivratri remains one of the most widely observed Hindu festivals, offering built-in discoverability across streaming platforms, social media trends and devotional playlists. However, Hanjura appears to be betting on narrative depth rather than calendar dependency.

“Shivratri is a big festival for us, and I have memories attached to it. I’ve always leaned into my roots for inspiration, and this song is no different,” she adds.

The Larger Cultural Economy Play

India’s music business has increasingly seen regional and culturally specific content break into mainstream charts, aided by digital distribution, diaspora listenership and the appetite for rooted storytelling. Tracks in Punjabi, Haryanvi and Bhojpuri have already demonstrated the commercial viability of regional-language music at scale. Devotional and spiritual music, too, commands massive streaming volumes, though often without crossover branding.

Shiv Lagan sits at the intersection of these trends: regional inspiration, mythological narrative, and contemporary production designed for digital-first audiences. If sustained momentum continues, it could signal growing headroom for culturally anchored independent artists in the mainstream streaming economy.

In a landscape driven by data, algorithms and short attention spans, Hanjura’s bet is on something less quantifiable ,emotional truth. As she puts it, “When music is honest, it finds its connection.”

Whether Shiv Lagan evolves into a seasonal staple or a broader cultural crossover will depend on playlist longevity, user-generated content traction and continued cross-genre discovery. But its early reception underscores a wider industry shift: in India’s streaming era, rooted stories ,when packaged for modern ears ,are increasingly finding commercial resonance.