Last week, Music Ally published a feature about the challenge that ‘non-film’ music is providing for Bollywood music in India – you can read it here if you missed it at the time. One of the projects exploring the potential for non-film music in India is Universal Music’s VYRL, which includes YouTube videos, streaming playlists and radio shows in its output.
MBW has a good writeup of what’s new with the two-year-old project, including its latest release last week: Mohit Suri, Mithoon and Arijit Singh’s ‘Intezaar’ track and video. Five days after its release, the video has been watched 7.2m times on YouTube.
One important point here: this may be non-film (original) music, but the talent are Bollywood royalty – so rather than being an example of Bollywood on the slide, it more shows the potential to put its stars to work on new tracks, even without a film behind them.
“We are now in a sea change moment for music here in India. We have a new mobile-first generation of smartphone users, consuming more music than ever before and it’s our mission to make original Indian music as accessible to everyone as possible,” said Universal’s Devraj Sanyal.