How India's rising music star Diljit Dosanjh is breaking the Bollywood mold

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How India's rising music star Diljit Dosanjh is breaking the Bollywood mold - Business Standard

Quick Summary:

In a conversation earlier this year with Prime Minister Narendra Modi, he pitched an idea to hold a global music festival in India bigger than Coachella.

He acknowledges his halting English is a barrier to greater reach, but still managed to convince Sheeran to sing a bit in Punjabi with him. He actively reposts fan content, creating viral sensations that amplify his brand, such as a dance challenge for his latest hit song, Water.“Today, the digital era allows for instant global exposure,” Dosanjh said.“Any song I create has the potential to become a worldwide success overnight, thanks to this connectivity.

According to Spotify, domestic fans streamed almost 70% international music on the platform when the company debuted in India in 2019, compared with 70% local music now.