According to a report on Spotify usage by LiveMint, 25-55 year olds in Gujarat are only listening to Bollywood Music, but users in Goa across ages only listen to international music. However, Spotify’s algorithmic mechanisms tend to create a deluding image of what is actually trending on the ground. So it would not be surprising to see upcoming RnB/Trap artists like AP Dhillon in a recommended playlist with global sensations like Drake, Post Malone and The Weeknd because of the similarity in genre. The chance to pitch music to Spotify Playlist Editors coupled with Spotify’s algorithms, which assess a listener’s taste and preferences to recommend AI generated playlists to them, gives independent artists a chance to feature in these recommendations. Spotify’s editorial playlists which are curated by music experts and genre specialists around the globe provide independent artists a chance to pitch their music to Spotify directly, giving music producers like AP Dhillon a fighting chance against the dominance of Bollywood or globally popular music. What’s surprising is that regional, independent artists like AP Dhillon are finding their place amongst global chart toppers on Spotify even though their exposure and reach do not usually match that of American pop artists or Bollywood singers. Alongside homegrown artist AP Dhillon is The Weeknd, an American pop artist who is currently #1 in the world based on the number of monthly Spotify listeners, and Bollywood playback singer Arijit Singh. “Brown Munde”, a Punjabi song by AP Dhillon, has been a chart topper for nearly three months now. India’s Top 50, a compilation by Spotify based on the most streamed songs of the previous week features homegrown independent artists, global pop stars and Bollywood artists. A quick glance through Spotify India’s charts will leave you surprised.
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