Uncertain Times are started by now. This period is a period of growth but situations are uncertain (fast paced world). Developing nation like India economy is booming unlike anything before India was market for cheap labors but now India is the big market for selling products. People are having far more purchasing power.  Things are changing so fast that as soon as we think that something is mainstream but it is no-more mainstream in very short duration. Predictability is difficult and hence normal statistical models are not working any more to predict the things. We have rise of Artificial Intelligence/Machine Learning. Rise of so many products (targeting for consumers as well as for businesses), not just the physical products but technology based products and applications are on the rise.

Millennial generation has lots of options at their disposal. Music is not different. We have diverse music being created in this period. Generation is fast moving and hence liking towards fast music is prevalent. Rap music, Punjabi Fast Music, Beat Boxing, Use of drums beats, loud music and audio effects are very much visible. Reality shows like “Sa Re Ga Ma Pa”, “Little Champs”, “Indian Idol”, “Superstar Singers” and many more with their back to back seasons are in proliferation. New age talent with many youngsters pursuing music as a field for their career which we never saw in the past.

Many Websites, YouTube Channels, Mobile Applications are there to cater to the demand of this generation. India has most of its population is young population. This dynamic audience is not rigid in terms of experimenting. Disco and Pub culture is becoming the cult.

Singers like Honey Singh, Badshah, Arijit Singh, Jubin Nautiyal, Armaan, Aman, Shreya Ghoshal, Neha Kakkar, Palak Muchaal, Punjabi singers (Mika Singh, Guru Randhawa and many more). Bhojpuri and regional music is covering/reaching entire India and crossing regional and state boundaries. Interesting thing is that this is even being appreciated/liked even outside of region.

Independent music directors Himesh Reshmiya, Vishal, Shekar, Sachet Tandon, Parampara (Sachet Parampara duo), Shankar-Ehsaan-Loy, Tony Kakkar and list is endless , if  I have to mention all of them then one blog is not sufficient and probably there could be your name in this list in-some-time who knows. Rise in talent, Rise in opportunities and at the same time rise in uncertainties, this is how we can define this era. 

Music videos and albums are being launched on the independent platforms and earning without the support of big names like T-Series, Zee, Sony companies (product copy-right music) as singers and musicians are directly reaching to their audience without the need of any provider/distributor intervention. Fast paced songs and these funky films we will cover in another blog post.