Sony Pixel Power calrec Sony

India's Classical Music Takes Center Stage in Spotify's Echo Campaign

26/09/2023

In India, music fans are diving into classical music. Recent data shows that over the last two years, India's classical music consumption grew by nearly 500% on Spotify. And while users of all ages are tuning into these songs, more than 45% of listeners are under the age of 25. Classical music, it turns out, is indeed for everyone.

Indian musical instruments have a rich cultural heritage and are consumed widely not just in the country, but across the world. Generations of artists have taken this music to listeners across the globe, with instruments such as the sitar, flute, tabla, and more, recognized and beloved everywhere. So, to celebrate and highlight this legacy, we launched Echo, an initiative that puts the spotlight on Indian classical music and musicians. Over the past three months, we've focused on the flute, tabla, and sitar, educating our listeners via playlists that celebrate artists who have mastered each instrument, including sitarist Rishab Rikhiram Sharma with the Soulful Sitar playlist, flutist Naveen Kumar with the Fascinating Flute playlist, and multi-percussionist Anuradha Pal with the Tabla Rhythms playlist.

NEXT

All three of these artists, along with more than 30 additional Indian classical instrumentalists, recently put their talents together to record a first-of-its-kind piece that celebrates India's rich classical music heritage.

Composed by Rishab Rikhiram Sharma, Kautilya (The Echo Project) blends traditional Indian instruments with modern production techniques.

Kautilya' revolves around the soulful sounds of the sitar, the rhythmic beats of the tabla, and the enchanting melodies of the flute, explained Rishab. Drawing inspiration from the rich heritage of Indian music ragas, these three instruments gracefully whisk listeners away to another realm of musical enchantment.

September is the month of the sitar. You've probably heard the stringed instrument before, even if you don't realize it. Norwegian Wood (This Bird Has Flown) by The Beatles prominently features the sitar. George Harrison, the lead guitarist of the band, was introduced to the sitar by Ravi Shankar and became fascinated with the instrument, Rishab explained to For the Record. The collaboration between Ravi and George was a significant moment in the history of Western and Indian music. The influence can be heard on The Beatles' 1967 album Sgt. Pepper's Lonely Hearts Club Band. George played the sitar on several tracks, including Within You Without You, which was entirely composed by Harrison and heavily influenced by Indian classical music, shared Rishab. Other popular songs that feature the sitar include The End by The Doors and Paint It, Black by The Rolling Stones.

For the Record chatted some more with Rishab about the rise in classical music in India and the captivating sounds of the sitar.

You first picked up the sitar when you were 10. Why were you so drawn to the instrument? I picked up the sitar when I was 10, but I had been eyeing it for a couple of years before that. My parents put me in vocal lessons when I was eight-Hindustani vocals primarily. I come from a family of musical instrument makers, so it's a tradition in my family to go through vocal lessons before we even pick an instrument. My great-grandfather believed that in order to make good instruments, you need to be a musician first and understand the music.

I saw sitars being made in our factories and being sold in our shops, and there was just so much hype and grandeur around the sitar. And my dad always used to say, You know, you can play this instrument, but you have to learn it properly, have respect for it, and receive proper training. Only then can you pick it up. So I was always drawn to the instrument, but my dad wouldn't let me touch it for the longest time.

Now I always try to keep the sound of my sitar very authentic. I don't like much distortion or other funky effects on the sitar. I like preserving the integrity of the instrument and the sound it is known for. The sound has been the same for hundreds of years.

What was it like to work with Spotify for the Echo campaign and composing the original song Kautilya ? Working with Spotify on this project was hands down one of my favorite collaboration experiences. I was so excited. For the song, the turnaround time was pretty quick because I was at a point where I was writing a lot of songs every day. I composed the whole song in New York, sent Spotify a demo, and the team vibed with it.

Then I flew down to Mumbai to work with the entire group and we recorded in multiple studios. The song is a hit. It's a revolutionary project.

Our data shows that in India, streams of classical music are growing on Spotify. Why do you think people are tuning into this music? I think people are just becoming more aware of the benefits of Indian classical music. I try to promote the mental health benefits of the sitar and Indian classical music in general. There are various studies about music enhancing your mood and making you feel a certain way.

To get someone like me to meditate, you have to set the right environment. I try to create that safe space and that environment where people can actually meditate. It can have a very deep impact on you. I've seen people weeping at my shows, and sometimes they are smiling from ear to ear. So everyone goes through their own journey when they listen closely to the depth of the instrument or the music.

And now, all these other wonderful playlists are also generating that awareness. This is great for the future and makes me so happy.

How has Indian classical music moved beyond the borders of the country? I live in New York, so I can speak for at least the East Coast, or America at large. A lot of people use our music for meditation because of its high m
LINK: https://newsroom.spotify.com/2023-09-26/indias-classical-music-takes-c...
See more stories from spotify

Europe Stories

05/12/2023

Gold's Top 10 Topical Christmas Cracker Jokes for 2023 Revealed!

5th December 2023 TV channel Gold challenged the nation to come up with the best topical Christmas cracker jokes for annual competition - now in its 11th yea...

05/12/2023

The Making of The Florida Project

Director Sean Baker's 2017 feature The Florida Project examines the world just outside the gates of the most magical place on Earth from the perspective o...

05/12/2023

Solotech UK ramps up its Optocore inventory

events Youre reading: Solotech UK ramps up its Optocore inventory Growing touring deployments of Festival Box, report dealers fac365 As Optocore deale...

05/12/2023

GSMA M360 MENA COMMENCES IN RIYADH AS NEW REPORT CONFIRMS 5G IS DRIVING GDP GROWTH IN THE REGION

The GSMA celebrates the start of proceedings with the publication of its annual ...

05/12/2023

Clear-Com's FreeSpeak II Vastly Improves Critical Medical Comms for Houston-based...

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...

05/12/2023

Eurovision, The Traitors, Queen Elizabeth's funeral honoured at RTS Craft & Design Awards

The Outstanding Achievement Award was given to Justine Evans, director of photog...

05/12/2023

Case study: Behind the scenes at Catch Me if You Can

nxo Noya Castro, technical director, Voz Audiovisual, reveals how technology from Blackmagic Design helps produce the Spanish game show By Contributor Publis...

05/12/2023

Meet the VP, media operations

By TVBEurope Staff Published: December 5, 2023 Brian Kenworthy, VP, media operations TMT Insights, breaks the first rule of Fight Club as he tells TVBEurop...

05/12/2023

Linear broadcasters prevail: Sky, TNT Sports win Premier League rights

The Amazon experiment is no more and with no further new players entering the market, linear broadcasters prevail ushering in a new era, analyst Paolo Pescatore...

05/12/2023

AWS Announces IBM Winner of the 2023 Global Systems Integrator Partner of the Year Award

LONDON, UK, 5 December, 2023 Amazon Web Services, Inc. (AWS), an Amazon.com co...

05/12/2023

Eutelsat OneWeb to collaborate with Imperial College London to support critical research for space weather monitoring

Photo Credit: Martin Archer / Imperial Press release - 5 December 2023 10:36 ...

05/12/2023

Francisco Partners Completes Acquisition of Blancco Technology Group

Home News & Press Francisco Partners Completes Acquisition of Blancco Technology Group Francisco Partners Completes Acquisition of Blancco Technology Group...

05/12/2023

Arqiva and Clancy form new partnership to deliver end-to-end smart water metering programmes

Combined offer will provide water companies with bespoke and fully-managed integ...

05/12/2023

THE BLACK & IRISH GALA AWARDS RECOGNISE INCREDIBLE PEOPLE, ORGANISATIONS AND BUSINESSES

The Black and Irish Gala Awards - Powered by RT - took place in the Osprey Hote...

05/12/2023

Man vs Ocean new RT documentary follows Damian Browne and Fergus Farrell's epic Atlantic Ocean rowing adventure

The minute you get comfortable, the Atlantic just knocks you over PREVIEW: M...

05/12/2023

EY recognises Genelec owners with Family Entrepreneurs of the Year Award

EY recognises Genelec owners with Family Entrepreneurs of the Year Award posted: 05/12/2023 (L-R) Genelec owners Maria, Mikko and Juho Martikainen at the ...

05/12/2023

37 broadcasters to take part in 68th Eurovision Song Contest in Malm

37 broadcasters to take part in 68th Eurovision Song Contest in Malm...

05/12/2023

Northrop Grumman and Rohde & Schwarz Sign MOU to Support Multi-Domain Operations and Interoperability in Europe

Northrop Grumman and Rohde & Schwarz Sign MOU to Support Multi-Domain Operations...

04/12/2023

An Update on December 2023 Organizational Changes

Earlier today, CEO Daniel Ek shared the following note about the company's organizational changes with all Spotify employees. Team, Over the last two yea...

04/12/2023

The LTA in Accurate.Video Exciting possibilities!

In the dynamic world of media and entertainment, the efficiency of content management is pivotal to success. Content ingest, the process of acquiring, validatin...

04/12/2023

TVBEurope December 2023 issue out now

TVBEuropes final issue of 2023 talks to the director of Aardmans latest film, meets Telestream CEO Rhonda Bassett-Spiers, and investigates the latest developmen...

04/12/2023

UK government threatens to renege on 2022 licence fee agreement

Culture Secretary Lucy Frazer said the current forecast of a rise of around 9 per cent, or 15, is a lot of money and that is one of the things that we are cons...

04/12/2023

Varnish Software appoints Fredrik Borg as CEO

Borg has previously held roles at Nordic telecom infrastructure provider, Global Connect and multinational telecom firm, Telenor, where he led its operations fo...

04/12/2023

Rohde & Schwarz is first to deliver a 5G FR1 A-GNSS OTA test solution approved by CTIA Certification

Rohde & Schwarz is first to deliver a 5G FR1 A-GNSS OTA test solution approved b...

04/12/2023

VEON's Kyivstar and Amazon Web Services Sign Memorandum of Cooperation to Support the Development of Ukrainian Businesses

04 Dec 2023 VEON's Kyivstar and Amazon Web Services Sign Memorandum of Coop...

04/12/2023

This years esport CUP powered by Telekom ended with a gigantic clash of streamers

This years esport CUP powered by Telekom ended with a gigantic clash of streamer...

04/12/2023

"Best IT Service Provider": Arvato Systems honored for the fifth time

Best It Service Providers : Arvato Systems Honored for the Fifth Time Study on the IT market with around 5,000 respondents Arvato Systems is one of the best ...

04/12/2023

Happy 40th Birthday to Thales Alenia Space Rome and L'Aquila sites

Facebook Twitter LinkedIn 40 years of passion, innovation, and technology at the heart of the global space ecosystem Rome, December 4, 2023 - Thales Alen...

04/12/2023

Thales completes the acquisition of Imperva, creating a global leader in cybersecurity

Facebook Twitter LinkedIn With the integration of Imperva starting in Janu...

04/12/2023

Dalet Releases Dalet Cut, the Fastest Web-based Editor

Dalet, a leading technology and service provider for media-rich organizations, announced the release of Dalet Cut, the cloud-native, lightning-fast multimedia a...

02/12/2023

Spotify Wrapped Sound Town: All You Need To Know

As you may have seen across the internet, we matched listeners to a Sound Town based on their own listening and artist affinity as part of our 2023 Spotify Wrap...

01/12/2023

Spotify est siendo forzado a salir de Uruguay

Desafortunadamente, Spotify comenzar a retirar gradualmente su servicio en Uruguay a partir del 1 de enero de 2024, y cesar completamente el servicio en febre...

01/12/2023

Spotify Is Being Pushed Out of Uruguay

Unfortunately, Spotify will begin to phase out its service in Uruguay effective January 1, 2024, and fully cease service by February. The government of Uruguay...

01/12/2023

Viaplay details rescue plan

The launch of today's recapitalisation package brings us closer to the conclusion of what has been a very difficult period for the company and its stakehold...

01/12/2023

Gravity Media makes key appointments at White City production centre

R is n McKeniry has joined as head of technology, while Paul Sykes has been appointed chief facility engineer (Westworks Project) By Jenny Priestley Publishe...

01/12/2023

Arvato Systems and Microsoft focus on Generative AI

Arvato Systems and Microsoft focus on Generative AI Use of AI to enhance the business Arvato Systems and Microsoft support companies in the successful use of...

01/12/2023

The return of Give Back Fridays

Posted on 01 Dec 2023 Give Back Fridays is back for its fourth year and we're starting 2023's season of giving by visiting some familiar faces back at ...

01/12/2023

2023-12-01

Since 2006, Apple has partnered with (RED) to support the Global Fund in the fight against HIV/AIDS. When customers buy (PRODUCT)RED products, a portion of the ...

01/12/2023

Record Year as RT Supporting the Arts supports 170 events throughout 2023

*** 30% rise in number of arts and cultural events supported by RT *** During 2023, RT supported 170 arts and cultural events all over Ireland through the R...

01/12/2023

UHD-Spain, with Board Members MediaPro and SAPEC, Partners with TVU Networks and Radio 3 for Pioneering 5G UHD-HDR Broadcast

UHD-Spain, with Board Members MediaPro and SAPEC, Partners with TVU Networks and...

30/11/2023

EQUAL Ambassador Bellakath Shows How To Get the World Dancing

Since kicking off her music career in 2020, Mexican reggaeton artist Bellakath has emerged as one of the genre's most exciting new talents. Reaching hundred...

30/11/2023

Spotify's Holistic Approach to Contributions to the Canadian Broadcasting System

Spotify's Presentation at the Canadian Radio-television and Telecommunicatio...

30/11/2023

L'approche globale de Spotify contribuant au systme de radiodiffusion canadien

Pr sentation au Conseil de la radiodiffusion et des t l communications canadienn...

30/11/2023

Lithuanian National Drama Theatre undergoes major upgrade/expansion with Optocore

events Youre reading: Lithuanian National Drama Theatre undergoes major up...

30/11/2023

The future of video quality has AI written all over it

Yoann Hinard, COO at Witbe, looks at how AI has the potential to transform the video industry in various ways, including real-time video quality evaluation and ...

30/11/2023

Film & TV Charity shines spotlight on below-the-line talent ahead of toughest winter in its 100 year history'

According to the Charity, an unprecedented set of circumstances is leaving many ...

30/11/2023

The trends of 2023: Camera robotics

By TVBEurope Staff Published: November 30, 2023 Updated: December 1, 2023 Paddy Taylor, head of broadcast, MRMC, talks to TVBEurope about the adoption of...

30/11/2023

Jigsaw24 Media shuffles exec team ahead of busy 2024'

David Skeggs has been appointed technical and operations director, while Jason Cowan moves to managing director By Jenny Priestley Published: November 30, 20...

30/11/2023

Cilla Benk elected as Vice-President of the EBU with Milen Mitev joining the Executive Board

Cilla Benk elected as Vice-President of the EBU with Milen Mitev joining the Ex...

30/11/2023

Joint media sector statement on the protection of journalistic sources in the EMFA

Joint media sector statement on the protection of journalistic sources in the EM...