Written by Oshin Hephzibah James
Indian Classical Music — What, When, and How?
Indian classical music has been passed down through generations — it’s a rich and ancient lineage that dates back to sacred Vedic scriptures over 6000 years ago. Passed through oral traditions, the student typically trains under a guru for several years, not just cultivating a spiritual bond with their guru but aligning the characteristics of this genre with their moral compass. With major advances in music between the 14th and 18th century, (due to various invasions) Indian classical music came in contact with different kinds of music (persian, arabic) and ended up diversifying into two main forms of classical music — Hindustani and Carnatic. It’s important to note that these genres carry a rich history of music, each interwoven with unique complexities and approaches of their own.
Consisting of distinct musical notes and rhythmic cycles, this intricate system of music is characterised by ragas, complex rhythmic patterns, and melodic structures that relate to certain emotions and moods. Rich in improvisation, musicians are able to experiment freely within the framework of a raga, creating a one-of-a-kind performance.
Fast forward to today, we have incredible access to institutions and programs that offer training for Indian classical music, creating a larger pool of music enthusiasts who devote their time to training. With notable instruments, such as the Sitar, Tabla, Flutes, Mridangam, etc., this genre has maintained its relevance after all these years. Take a look at some of the most notable Indian classical musicians here:
Spotify’s ‘Echo’
Over the last two years, studies show that Indian classical music consumption has grown by nearly 500% on Spotify. Moreover, recent data has shown that over 45% of listeners were under the age of 25! This is a huge feat and showcases that classical music is still as relevant within today’s generation as it was in the past.
Spotify’s ‘Echo’ primarily focuses on Indian classical music and musicians, specifically narrowing down to three primary instruments — “the flute, tabla, and sitar educating [their] listeners via playlists that celebrate artists who have mastered each instrument including sitarist Rishab Rikhiram Sharma with the Soulful Sitar playlist, flautist Naveen Kumar with the Fascinating Flute playlist, and multi-percussionist Anuradha Pal with the Tabla Rhythms playlist.” (For The Record, Sept 2023)
This particular initiative has beneficial features that ensure discoverability and appreciation of Indian classical music on its platform:
Curated Playlists
Through “Echo”, listeners have access to a multitude of playlists dedicated to specific instruments (mentioned above). Making it incredibly easy, these playlists allow listeners to explore specific sounds and traditions that we have long associated with these instruments. Not just that, it allows you to go through a carefully curated list that focuses on a range of things — from tonal qualities and techniques to the kind of repertoire associated with each instrument.
Increased Artist Collabs
Though it reveres older songs, it actively focuses on artistic collaborations with contemporary virtuosos (namely Naveen Kumar, Anuradha Patel, and Rishab Sharma). By allowing younger artists to feature on their platform, Spotify has managed to blend tradition with modernity. Such collaborations allow users to gain further exposure to this genre.
Pro-Algorithm!
We are no stranger to the algorithm game that has become a kind-of-an-asset for creatives. Spotify’s ‘Echo’ leverages its power and ensures successful promotion of this genre through targeted recommendations and distribution. Basically, any listener who shows interest in similar genres or artists are organically introduced to Indian classical music on a broader scale. This modern data-driven approach means more listeners would stumble across these playlists and create further engagement by adding to their metrics.
Kautilya (The Echo Project)
‘Kautilya’ is composed by Rishab Rikhiram Sharma and focuses on blending “traditional Indian instruments with modern production techniques.” This composition is played, not just by Rishab, Naveen, and Anuradha, but includes an additional 30 other Indian classical instrumentalists who collaborated to record this one-of-a-kind creation.
In his interview with For the Record, Rishab mentioned how “‘Kautilya’ revolves around the soulful sounds of the sitar, the rhythmic beats of the tabla, and the enchanting melodies of the flute… drawing inspiration from the rich heritage of Indian music ragas, these three instruments gracefully whisk listeners away to another realm of musical enchantment.”
‘Echo’ focuses on highlighting one musical instrument each month, with an aim to drive the reach of Indian classical music to a whole new generation of listeners on Spotify.
A Broader Look
It’s obvious that ‘Echo’ is just one piece of a much larger puzzle. There are a number of factors that are contributing to the rise in Indian classical music — from a renewed interest in wanting to learn these instruments, to a growing number of colleges and music schools/online platforms that offer lessons. With fusion genres taking a higher pedestal in the current music industry, fusing classical elements with other genres, such as hip-hop, and electronic music has become increasingly appealing. Moreover, the current scope of collaborations on a global scale further contributes to ideas where cross-genre experiments take the lead.
Also, interestingly enough, take a look at this video of Jimmy Page (lead guitarist of Led Zeppelin) talking about his view on Indian fusion music:
What about Indian Music in General?
According to newly released data by Spotify, there’s been a 2000% increase in global consumption of music from India. For the Record noted how the largest musical exports out of India were A.R. Rahman, Alka Yagnik, Anirudh Ravichander, AP Dhillon, and Arijit Singh.
Punjabi music in particular is enjoying a considerable rise in popularity, not just within India but on a global scale. According to Spotify, “Of the 10 most-streamed songs in India in 2022, four were in Punjabi, with “Excuses” by AP Dhillon, Intense, and Gurinder Gill taking the top spot as the most-streamed song and Moosetape, by the late Sidhu Moose Wala, nabbing the spot for the most-streamed album.”
Check out the latest trending tracks in Punjabi with some of the leading playlists in India, the Punjabi 101 and Hot Hits Punjabi playlist!
Spotify & India
This February marked Spotify’s fifth year in India and it has not only made music accessible to a wide population of listeners but also invested in educating the artist community. Through their platform, Spotify For Artists, artists are able to analyse how their music is consumed on a global scale.
Spotify also noted how “today, more than 28,000 artists in India use Spotify For Artists, which is more than double compared to a year ago. Listening habits in India have also shifted, going from fans streaming nearly 70% international music on Spotify five years ago, to streaming more than 70% local music today. And in 2023 alone, the global consumption of music from India grew by 85% year-over-year.”
The Future of Spotify in India
For artists, Spotify’s commitment to Indian classical music (and Indian music in general) is a step towards further exposure and positive engagement. With numerous opportunities for collaboration, promotion, and discovery, this platform is bound to create a user experience unlike no other, while simultaneously allowing artists to get tech savvy and understand the intricate metrics that govern their music.
It’s exciting to see how five years have resulted in a phenomenal boom in Indian music consumption, and with its new and exciting initiatives such as ‘Echo’, Spotify is becoming an increasingly sought-out music streaming platform for upcoming and emerging Indian artists!