Indian Music Goes Global
Just as Bollywood forged a path on the world stage, India’s music industry has looked for inspiration in its domestic market. GC speaks to some of the figures shaping the way India listens to music, and asks what lessons India may have for emerging markets elsewhere.
India’s distinct cultural environment has given birth to a rich music scene that is fast-growing and ever-changing, but dealing with its gargantuan population and slowly developing telecommunications infrastructure may be key to a lasting legacy.
The average internet user in India spends 21.5 hours streaming music every week – nearly four hours more than the average listener elsewhere. But translating this enormous consumer base into strong bottom-line figures remains a challenge for the industry across the board.
