Spotify will soon be testing out making some albums only available for its paying subscribers for a week or two. But Sony Music is embarking on a separate experiment in India to see whether keeping individual tracks behind streaming paywalls will drive conversion rates on those services.

A song called ‘Phurr’ by local superstar Pritam and globetrotting producer Diplo will only be available to paying subscribers of Saavn, Gaana and other streaming services in India. It’s a big deal, because the song is from one of this year’s biggest Bollywood movies, Jab Harry Met Sejal.

“We’re inserting a paid window in the music business, which didn’t exist prior to this,” Sony Music’s Shridhar Subramaniam told the Hindustan Times.

“The concept of ‘everything-free’ will change or rather needs to change to an ecosystem where some things will be free and other things will be paid. The reason Phurrr was chosen is because it is the biggest project of the year with an international collaboration so we felt that if we are taking this step then we must do it with a very big song.”

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