Youth more open to authentic regional songs, say musicians

India’s current music scene offers a mix of multilingual hits and indie tracks. Whether it is releasing songs in more than one language, singing in multiple languages or reaching audiences who seek music beyond the mainstream scene, singers are tapping into the country’s varied listening base. According to Redseer’s FY 2023 report, “Regional music has been the fastest-growing genre in the last four years contributing to 34% of total streams in FY (financial year) '23. ” Here, singers tell us how regional music has been evolving post pandemic.
Music has always been beyond borders: Shilpa Rao
Shilpa Rao has lent her voice to melodies in Bengali, Gujarati, Tamil and Telugu, including her latest multilingual hit track, Besharam Rang (Pathaan). “As a singer, my outlook is always towards good music that can come in any language or genre, as long as it is something you connect with. Although singing in different languages is difficult, because apart from getting the pronunciation right, we need to understand the pulse of the language, the process is quite satisfying,” she says, adding, “Music by itself is beyond borders or languages. I still remember when we first heard Roja in Telugu, Tamil, and then in Hindi, and we enjoyed it in every language. It's a great way to present a song to someone who doesn't understand the lyrics but still wants it in their language.”
There’s a rise in folk music listeners but the sector is still struggling: Raghu Dixit
As a multilingual folk artiste, Raghu Dixit has worked extensively on music in folk and fusion genres, in languages like Malayalam, Kannada and Hindi. “There is an increase in folk music listeners but it is still not more than film music. Folk in its authentic form is still suffering, although contemporary folk music released independently or supported by certain platforms have become popular. It’s heartening to see people being aware of music beyond their own language, but somewhere the language barrier still exists. Even now, I’m labelled as a ‘Kannada singer’ though I have performed in Kannada and Hindi equally all these years. To break the barrier, artistes are releasing one song in multiple languages; I’m doing the same with my next album to attract new listeners from different territories,” he says.
Great to see folk music restoration happening in India: Antara Mitra
Antara Mitra’s tryst with music includes singing in multiple languages like Gujarati, Urdu, Bengali as well as various south Indian languages. Sharing her thoughts on the regional music scene in India, she says, “The scenario for regional indie music and regional film music is very different. Punjabi indie music has been a hit for quite a while now, and the South music is going national now thanks to films like Pushpa and RRR. But for other regions, it is still not the case. Bengalis listen to a lot of Bengali music, but it hasn’t crossed borders yet. A lot of it also depends on marketing and distribution. Years ago, when Kolaveri D broke out nationally, it was due to good marketing.”
However, she is happy that young artistes are bringing folk music to the fore. “Folk music restoration is happening in the country and it is a great way of carrying our country’s music forward. Take Gujarati music for example. People think it is all about garba but that’s not true. There’s so much more to Gujarati folk music, and thanks to artistes like Sachin-Jigar who are bringing it to the forefront. I wish all the great folk songs get digitised so that people can hear them even hundred years from now,” she shares.
Young listeners love the authentic flavour of regional music: Jubin Nautiyal
Apart from his hit Hindi tracks, Jubin Nautiyal has sung in multiple languages including Kannada, Telugu and Bengali. On the popularity of regional tracks, he says, “Post-pandemic, we have witnessed a significant surge in the number of regional music listeners. The younger audience today is more open and receptive to music from all regions. They appreciate the authenticity that regional music brings to the table. With the advent of digital platforms, regional music has gained more visibility and accessibility as well. It's a fantastic time to be a musician. Working on different languages musically allows artistes to explore different musical styles. Moreover, collaborations between artistes from different regions and languages have become more common now, allowing us to create a diverse range of songs. Although the language barrier still exists to some extent, India’s music scene has evolved significantly”
On releasing a song in multiple languages, he adds, “Releasing one song in multiple languages can be an effective strategy if executed thoughtfully. It allows the song to connect with a broader audience but it is crucial to maintain the essence of the original song while adapting it to different languages. Each language has its nuances, and the lyrics should be crafted carefully to ensure they resonate with the listeners.”
Multilingual songs make it easier to reach audience: Nikhita Gandhi
Nikhita Gandhi has sung hit numbers in numerous languages like Marathi, Punjabi, Bengali, Tamil and Telugu. And she feels that the graph of regional listeners is on the rise. “I do see a warm acceptance of regional music. Having a hold on more languages is always a good thing for singers. Being a Bengali-Punjabi kid, I ended up starting my career with Tamil and Telugu songs. Personally, not knowing a language has never stopped me from singing or even listening to a song. Just like dubbing films, releasing songs in multiple languages makes it easier to reach audiences. However, it is difficult to replicate the same thought and experience while translating. Which is why many people prefer sings in the original language,” she says.
- With inputs by Fathima Ashraf