The Music Industry Operates Independent of the Films!

We can trace it back to 2002, when Bohemia (Regarded as the first ever Punjabi rapper) released his first ever album "Vich Pardesan De". Bohemia's independent debut album, reached the Top 10 on BBC Radio UK in 2002. There was very well known band called “Mafia Mundeer”, which had some of the other famously known punjabi rap artists including Honey Singh, Badshah, Raftaar, Ikka and more, who have all actively contributed to the rise of this community. If you have been observing closely, Punjabi independent music community has been growing really fast, in terms of both increased followers and revenues.

Let’s remember India is a land driven by religion and cultures. Midst this diversity, and the close knit community of Punjab they definitely could be categorised as one of the loudest out there. Most Punjabi artists who begin on the non-film music scene (what we once called Indipop) tend to make it big either in Pollywood (Punjabi film industry) or in B-Town either seemingly overnight or after the release of several albums and singles. But even so, independently you’d be delighted to know net worth of some of the greatest punjabi rappers.

I stumbled upon a list which gathered 50 highest paid Independent Punjabi musicians, and you’d be amazed to know while they are all Independent Artists, are sitting on a net worth range between 2 Million USD to 40 Million USD.

Every year 1000s of songs are released in Punjabi Music Industry, the recorded number is much higher than Bollywood. The community encourages independent artists, they connect to the language and the style, they support the scene and are actively engaged as well. There are multiple reasons for this music industry sustaining even after the fall of our Hindi Independent music era of 90s.

A Few Interesting points that I gathered in conversation with multiple individuals from Punjabi Music Industry, I thought I must compile them and we can definitely learn from these :

It’s a Culturally Driven Industry

It’s culturally driven. No matter how forward the community gets, spread across the world, you wouldn’t find a punjabi who doesn't listen to punjabi songs. This culture ensures a sense of belonging. Indipop was essentially an amalgamation of hip-hop and Punjabi Folk music. This could also be considered as a cult following culture, where fans and listeners religiously follow every release. For them, its a way of life. Music allows for everything to be turned off when music is turned on. It is their music that makes them who they are and that establishes for them their place in the scheme of things. The use of music to emphasise cultural identity is very common in Punjab Music Industry. It’s interesting and important to note, Punjabi music industry along of emergence of Hip-Hop, Rap and Pop into their genres, has sustained the old flavour as much. 

It is this essence of culture, ethnic sound which is celebrated by all, invited globally. The sound of folk punjabi, Bhangra or even Indipop is curated appealing to the masses. 

“You can take a Punjabi out of Punjab but never Punjab out of a Punjabi” The Global Connect, Helps!

Population of Sikhs in the world is around 27 million. Of which 0.39% Sikhs are residing out of the India. Significant Sikh population now resides in United Kingdom, Canada, the United States, Malaysia, East Africa, Australia and Thailand. ““You can take a Punjabi out of Punjab but never Punjab out of a Punjabi.” We have noted an increased no. of inquires abroad for Live Shows abroad for Punjabi Artists. For every 6th person in the world being Indian, and 27 Million Punjabi Population across the world, Punjabi music has a great following globally too. Touring musicians say their business in the Canada country have gone up by 60 to 80 per cent in the last two to three years alone, even as Punjabi music continues to dominate markets in the UK, and Dubai. Digital consumption has contributed to this in a very big way. Did you hear of neo-bhangra genre? It gained immense popularity in Europe.

Indian music is best celebrated if we stay true to our identity, our style and make it global. The Punjabi music is not only seen to be enjoyed by Punjabi’s but as an example Tunak Tunak, is ONE song which every person across the world loves dancing to. The ethnic sounds of Punjabi when mixed with Rap & Hip-Hop, created Indipop. These tunes were noted to be very catchy and appreciated by all.

They all focus on Independent projects as much as they do on their OSTs 

We see multiple Punjabi artists doing well Bollywood Music as much as Pollywood today. They all make it a point to be consistent about their independent releases as much. This helps them position themselves as an artist. This has resulted in ensuring their fans wait for their non-film music as much as they celebrate their OSTs. Did you notice, some of the established Bollywood playback singers are seen to return to Punjabi music biz releasing independent music. A few great examples are Neha Kakkar, Sonu Kakkar , Sunidhi Chauhan, Nooran Sisters, Diljeet Singh, Raftaar, Badhshah and many more. Even after the end of an Era of 90s, Punjabi Indie sustained and this could be a possible contributor too. This shows that Punjabi independent releases are pushed at the same level as Film Music releases are.

It’s also very important to understand, Punjab does not have a strong film industry necessarily in India. As a result, artists are pushed to go beyond limits and promote creativity. Similar is the case for Pakistan’s Independent Music.

Live Entertainment 

While recording might be an important aspect of the music industry, Live Entertainment has been bringing the artists the big bucks. This is clearly so because of increasing booking inquires not only in India but globally. Be it at pubs or clubs, independent concerts, corporate shows, wedding shows, at college festivals, Mela’s and multiple smaller events there is no place where a Punjabi artist is not considered. Live engagement of concert goers has helped artists in earning big bucks, but also increased demand for the consumers.

It’s a Game of Quantity and Consistency!

The increasing popularity of Punjabi music is due it it’s musical content. Punjabi music has derived from the nature of maximising the sense of the cultural hybridity between cultural and modern approach. Such as Punjabi contemporary genre, as well as the lyrical composition. All of this has definitely led to increased demand. The music gained immense popularity via digital space. Every new artist is airing between 2-4 releases every month! Consistency and quantity, ensuring their audiences are hooked, and waiting for the next release. To be in the game, you gotta be consistent and get your fans used to a pattern of release. in 2017, alone, around 1000+ Punjabi songs are already out.

Backed by TOP Record Labels

Record labels invest into the artists even on fresh talent. They foresee growth and return into their investment into newer independent artists of this genre. White Hill records, T-series, Speed Records, Yellow Music, Amar Audio, Zee Music and the list goes on. They are investing into video production, artist management and development as well along with the records. This helps them in gaining visibility, be backed by right management to ensure positioning, and high quality content production as well. This again is solely because of the reason that Punjabi music always has been highly in demand, it’s also the closest to Bollywood sounds