For the Record EP-01
I’ve spent a large part of my life listening to music, discovering artists, playing music and attending concerts. From the bands I grew up with to the musicians I continue to discover today, music has always been more than entertainment to me.
But lately, one question has been playing on repeat in my head.
We love music. But are we doing enough for our own musicians?
As international music festivals grow in popularity across India and global artists attract enormous attention, I can’t help wondering whether we’re giving our own independent musicians the recognition, audiences and opportunities they deserve.
And perhaps, as music lovers, it’s time we looked at our own role in shaping India’s music scene.
The international concert obsession
Let’s be clear. I love international music. I grew up listening to Dire Straits, the Eagles and countless other artists who shaped my musical journey. The opportunity to watch a favourite international artist perform live is something I completely understand.
We’ll spend thousands on concert tickets, travel to another city, book hotels, buy merchandise and share every moment on Instagram. We’ll talk about the experience for weeks.
But when an incredible Indian band is performing at a venue twenty minutes from home?
“Bro, next time pakka!” Sound familiar?
There’s nothing wrong with celebrating international artists. In fact, the arrival of major international music festivals in India is an exciting development for our live music culture.
But I believe we should be equally excited about discovering the extraordinary talent that already exists in our own backyard.
Why do Indian artists sometimes need international recognition before we notice them?
This is something I’ve been thinking about for a while.
India has an incredible diversity of musical talent. From independent rock bands and experimental electronic producers to folk musicians, singer-songwriters, jazz artists and musicians blending traditional Indian sounds with contemporary genres.
Yet how often do we actively seek out these artists?
Why does international recognition sometimes become the validation an Indian musician needs before audiences back home start paying attention?
Why are international headliners the subject of endless conversations while many local musicians struggle to get consistent media coverage, attract sponsorships or fill venues?
And why do we sometimes treat an independent band’s live performance as background entertainment rather than the main attraction?
I don’t think there’s one simple answer.
Is the money better outside India?
It’s worth asking whether international markets offer Indian independent musicians better opportunities to build sustainable careers.
Established music markets often have extensive touring networks, dedicated live-music venues, artist management companies, record labels, sponsorship ecosystems and audiences accustomed to paying for live performances.
India has an enormous audience and a rapidly evolving music industry. But the opportunities available to a Bollywood playback singer, an established international touring artist and an independent band playing original music can be very different.
The challenge isn’t simply about how much money exists in the industry. It’s about how that money reaches independent musicians.
Are brands willing to invest in emerging talent? Are venues creating sustainable opportunities for original music? Are festivals giving local artists meaningful visibility beyond an opening slot?
And are we, the audience, willing to pay for the music we claim to love?
I believe the answer lies partly in building a stronger ecosystem around independent music, with audiences playing an important role.
Maybe we, the music lovers, are part of the problem
It’s easy to blame promoters, sponsors, record labels, streaming platforms and the media for not supporting independent artists.
But I think we also need to look at ourselves.
When was the last time I bought a ticket specifically to watch a local band? Shared an independent artist’s original song? Introduced a friend to a musician they hadn’t heard before?
These might seem like small gestures, but they’re part of what helps an artist build an audience.
We don’t all have the money to sponsor musicians or organise concerts. But almost everyone who enjoys music can contribute in some way.
Five simple ways to support Indian independent music
- Discover: Listen to an Indian artist you’ve never heard before.
- Share: Post their music, tag them and introduce them to your friends.
- Engage: Follow their work, comment on their releases and talk about their music.
- Show up: Attend local gigs and buy tickets whenever you can.
- Keep listening: Support artists beyond one viral song or one memorable concert.
Most importantly, I think we need to change how we experience live music.
A musician performing at a restaurant, café or small venue isn’t necessarily there just to provide a soundtrack to our Saturday evening.
They might be performing songs they’ve spent years writing, composing, rehearsing and perfecting. They deserve an audience that listens.
Why I started JAM – Journey Around Music
This is one of the reasons I co-founded JAM.
I didn’t want JAM to be just another platform organising gigs or posting music-related content.
I wanted to help build a community where music starts conversations. Where people discover artists, exchange stories, explore different genres and connect through their shared love of music.
A community that celebrates the legends we grew up listening to while making room for the incredible musicians creating music today.
Through JAM (Journey Around Music), I want to contribute to a culture where independent artists are discovered, appreciated and supported long after the performance ends.
And that begins with conversations.
Not just about the biggest international festivals or the next superstar coming to India, but also about the band playing original music at a local venue, the songwriter releasing their first EP and the musician experimenting with something completely new.
Because great music doesn’t always come from somewhere else.
Sometimes it’s playing right around the corner.
This International Music Day, let’s do something different
I’m launching For the Record, a personal space for opinions, memories and music debates, as part of my journey with JAM.
I want it to be a place where I can share my thoughts as a musician, music lover and founder, ask questions and hear different perspectives from people who are equally passionate about music.
And I’d like to begin with a simple challenge.
This International Music Day, discover one Indian independent artist you haven’t heard before. Listen to their music, share it with someone and, if they’re performing nearby, consider buying a ticket.
Imagine what our music scene could become if we gave our own artists even a fraction of the attention we give international superstars.
Which Indian independent artist or band do you believe deserves a much bigger audience?
Share their name in the comments. I’d love to discover some new music, and perhaps you’ll introduce someone else to their next favourite artist.
Happy International Music Day.
Keep listening. Keep discovering. Let’s JAM!
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