Music industry finds groove in digital beats: How well can it leverage it?

The boom in audio streaming, short video apps and social media gives a much-needed boost to the sector. How well can it leverage it?

Topics
Indian music industry | digital media | YouTube

Vanita Kohli-Khandekar  |  New Delhi 

MC Stan aka Altaf Shaikh, a Pune-based hip-hop rapper, had hit a million streams a month. That is when, in September 2020, he signed up with Believe India to launch his album Tadipar. Believe promoted and distributed the staccato beats of the story of Shaikh’s life.

MC Stan is now at five million streams — meaning his songs are played that many times — a month. He also has over a million You­Tube subscribers. For a new rapper, these are pretty good numbers, say analysts. Shaikh is among the 600 artistes and labels such as Desi Music Factory (Hindi), White Hill (Punjabi) ...

Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Tue, March 30 2021. 00:41 IST
.