A new generation of artists, armed with nothing but a laptop and their mother tongue, is challenging what it means to be a mainstream musician in India.
Regional sounds are breaking out of their local circles, climbing national charts, and capturing hearts across continents.
A soulful Marathi ballad finds its way onto a “Global Indie” playlist. A high-energy Haryanvi track becomes the backdrop for dance challenges from Dubai to Dallas. The sound of India is now a chorus of its many voices.
But while the music travels at the speed of a click, the systems built to support and pay for it are moving at a different pace. We’ve achieved a cultural breakthrough. Now, we need a business one.
A Silent Shift in What We Call “Mainstream”
For decades, “Indian mainstream music” was often synonymous with Bollywood.
That era is over.
Streaming platforms and social media have turned listeners into curators. They’re choosing raw authenticity over polished formulas, and artists from Punjab, Tamil Nadu, Gujarat, and Assam are stepping into the spotlight.
The data proves it: according to Gaana’s 2025 mid-year report, nearly half of all streams in India are now in non-Hindi languages. This isn’t a niche trend; it’s a fundamental restructuring of the Indian soundscape.
The Hidden Cost of Going Viral Without a System
But behind every viral moment and climbing chart, there’s a story we don’t see. An independent artist in Odisha sees their song played worldwide, but has no idea how to collect the royalties from Europe. A composer in Rajasthan wonders why their income doesn’t match their streaming numbers.
The issue is often invisible: incomplete metadata. Missing composer credits, unclear lyricist information, unpublished ISRCs, and messy splits. When a song’s ownership data is fuzzy, the global royalty system simply can’t process it.
The result?
- Unclaimed royalties sitting in “black box” accounts with collection societies abroad.
- Music that’s globally loved but commercially undervalued because its ownership can’t be verified.
- Creators who are celebrated online but missing from the very systems designed to pay them.
This isn’t just administrative oversight. It’s a direct leak of hard-earned revenue and a denial of rightful recognition.
Building the Bridge: From Local Hits to Global Assets
For regional music to not just boom, but to build lasting legacies, we need an infrastructure as dynamic as its creativity. This means:
- Treating Metadata as a Digital Passport: Every song needs accurate, complete data: ISRCs, publisher info; from the moment it’s released. This isn’t paperwork; it’s the passport that allows your music to travel and get paid internationally.
- Demystifying Rights Administration: Creators need to understand that registering with IPRS and global partners isn’t bureaucracy; it’s how you turn a stream into a royalty.
- Forging Strategic Partnerships: Independent labels and artists need partners who can navigate the complex web of global collections, ensuring a song from Manipur can generate revenue in Mexico.
- Archiving with Intention: A well-documented catalogue isn’t just an archive; it’s a valuable, revenue-generating asset that attracts labels and investors.
The talent is undeniable. Now, it’s about pairing it with the tools for sustainable success.
Our Moment to Lead
We are in the midst of India’s most diverse and exciting musical decade. The world is finally listening to the stories our regions have to tell.
The next global breakout hit might not be born in a Mumbai high-rise. It could be crafted in a home studio in Lucknow, a garage in Bengaluru, or a quiet room in Shillong.
What will determine its true success isn’t just its melody, but its traceability. The world needs to know who to pay.
Your Call to Action
The regional wave is here. The question is, will you just ride it, or will you own it?
If you are a regional label, manager, or artist building a global audience, now is the time to future-proof your success. The right strategy for your rights and metadata is what separates a fleeting moment from a lasting career.
I help independent labels and creators build robust royalty systems and clean, global-ready metadata frameworks. If you’re ready to ensure your music earns everywhere it’s heard, let’s connect and build your strategy.
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