Americans Are Loving Indian Music

In a testament to the global appeal of Indian music, Spotify, the popular Swedish music streaming platform, has revealed that India stands tall as one of the largest contributors to the export of music to countries like the US, UK, and Canada. This revelation comes as no surprise, considering the immense talent and diverse musical heritage that India boasts.

According to Spotify, the US leads the pack in importing music from South Asia, with the UK, Canada, Australia, and Germany closely following suit. Furthermore, the UAE experienced an astounding 72 per cent year-on-year surge in South Asian music imports. Interestingly, Toronto emerges as the city streaming the highest volume of this captivating music, followed by Melbourne, Sydney, Brampton, and Dubai.

Rahul Balyan, Head of Music at Spotify India, emphasizes that South Asian music has become a global sensation and an integral part of the Indian diaspora’s identity. With the Indian diaspora being the largest in the world, music acts as a powerful link connecting them to their roots. Balyan points out that both film and pop music hold the greatest appeal to listeners, and the presence of Indian artists performing at international music festivals showcases their influence beyond the diaspora.

Analyzing consumption trends on their platform, Spotify discovered that certain tracks have resonated exceptionally well with the diaspora listeners in various countries. “Kesariya” from Brahmastra, “Besharam Rang,” and “Jhoome Jo Pathaan” from Pathaan secured the top spots among the most-streamed songs.

Notably, Canada’s diaspora exhibited a strong affinity for Punjabi music, with Punjabi pop and hip-hop dominating the top 10 most streamed desi songs last year. Artists like Karan Aujla, Ikky, Sidhu Moose Wala, AP Dhillon, Diljit Dosanjh, and Arjan Dhillan earned widespread popularity.

Despite the diverse tastes, Arijit Singh stood out as the most streamed South Asian artist in all other markets, captivating hearts and souls with his soulful melodies.

India’s musical heritage and talent continue to transcend borders, enriching the global music landscape. As Spotify’s data reveals, the world is enraptured by the vibrant sounds of India, and there seems to be no end in sight to this captivating journey of musical influence.