Over the years, both the music industry and listeners’ tastes have evolved. Today, in 2025, a teenager in Indore hums a fusion bhajan on his smartwatch. A working mother in Chennai starting her morning drive with devotional rap. A Gen Z creator in Surat samples a Sufi qawwali for her next Instagram reel. These aren’t anomalies—they’re the heartbeat of a quiet revolution reshaping India’s musical DNA.
The shift isn’t just artistic—it’s cultural. Indian listeners today are seeking soundtracks that reflect who they are, not just what’s trending in cinema. From folk and fusion to faith and funk, audiences are embracing music that feels personal, rooted, and real. At Shemaroo Entertainment, we see this evolution not just as a trend but a responsibility—to champion voices and genres that celebrate India’s incredible diversity. Hence, our offerings of music are as versatile as the tastes of listeners across the globe and across generations. From diverse devotional songs and original indie-pop tracks to classic music, Shemaroo has something for everyone.
Non-Bollywood music is now the country’s cultural mainstage. Our devotional vertical, Shemaroo Bhakti, speaks volumes—commanding over 12.9 million subscribers. Our launch of the Superfast Hanuman Chalisa in Shankar Mahadevan’s voice, in a breathless, high-energy format, received an overwhelming response—over 169 million cumulative views on YouTube and widespread adoption across audio platforms. It demonstrated that spirituality and modernity aren’t mutually exclusive—they can sing in harmony.
Another standout moment was Dev Vani, an album that blended devotional lyrics with rap. With emerging voices like Agam Aggarwal leading the charge, the track resonated deeply with young listeners. It wasn’t just streamed—it was shared, sampled, and remixed. Krishna Ki Chetavani is one of the powerful tracks from the album, beautifully blending Ramdhari Singh Dinkar’s verse with rap. It received over 20 million views cumulative views on YouTube. That’s the power of music that feels intimate and authentic. We are reimagining devotional music in a format that resonates with younger audiences—one that speaks their language and feels relatable.
And this isn’t happening in a vacuum. According to estimates still widely referenced in 2025, India produces over 20,000 to 25,000 original songs annually, driven by a thriving creator economy that spans indie, regional, and devotional genres (Source: EY Music Creator Economy Report, 2023). Even more notably, non-film music is steadily taking center stage—reflecting a clear shift in listener preferences from a traditionally Bollywood-driven landscape to one that embraces a wider range of genres, languages, and independent voices.
Driving this evolution is not just better content, but smarter, more accessible distribution. Platforms like YouTube and Spotify have become virtual stage floors. Short-form video apps and AVOD platforms are now the default discovery engines. And Instagram Reels have played a major role. Folk-fusion remixes with cultural beats are trending week after week. These songs aren’t just catchy—they carry the pulse of their region and the flavour of today.
What excites me most, however, is the democratization of music. There are no longer any gatekeepers. An Assamese devotional song, a Bhojpuri love ballad, or a Marathi indie hit can all go viral overnight. ‘Mass appeal’ no longer means conformity—it means connection.
So, as we celebrate World Music Day 2025, let’s acknowledge a fundamental truth: the soul of Indian music is no longer confined to cinema. It’s in our rituals, our reels, our roots. And it’s being carried forward by a generation that wants more than just melody—they want meaning.
Because when a bhajan and a beat drop live side-by-side in the same playlist, you know something powerful is happening. That, to me, is the real anthem of our times.
(Views are personal)
