Independent Content – why bother?

“There is no market for Independent Content.”

“There is no money in the Independent space.”

“It is too niche.”

“Independent content is not popular and hence it is not good.”

“Those were the good times.”

“If you are not in Bollywood then you are not big.”


These are some of the things I commonly here about talent doing Independent content. As a promoter of this space it disappoints me to hear such things especially when I see so much talent around. Imagine if every person who wanted to do something new that did not exist was told that he was wasting his time. In my case, it isn’t even something new. It is easier to build something from scratch as against to rebuilding something that was there and withered away. The skepticism towards something like this is always much more than with something that has no precedence.

Until the late 90s, the voices that sang for Bollywood were recognizable and the Indi pop artists were making their own mark. At that time, there were only a few who got a chance to sing for Bollywood while Indi Pop was considered to be cool, Independent and a breath of fresh air. Once Bollywood became the end all, these Indi Pop singers started singing for Bollywood and stopped making their own music. This wasn’t because they couldn’t create anything more but it was more because they couldn’t make it as popular as Bollywood could.

With that began the race to enter Bollywood. Just like Ms. India was considered to be the stepping stone for acting, music reality shows became the stepping stone for singing in Bollywood films. Art has always been connected with fame and hence with the kind of fame and visibility artists got with Bollywood, it was obvious that that would be the only goal.

But I already see things changing and that too really quickly these days. Bollywood is still of course the main stay but artists more and more are realizing that to increase the shelf life of their career they need to be doing different kinds of music and projects and not be dependent only on Bollywood. I have personally met so many artists who have left their hometown and moved to Mumbai with the intention of making it big in Bollywood but the reality is that everyone does not and cannot get a chance. So, what do those artists do? Well, I believe they need to look into themselves and make their careers happen. That to me is sowing the seed for Independent Content.

In lay-man terms, Independent Content for an Artist is like becoming an entrepreneur while striving to make it in Bollywood is like looking for a job. The struggle is more when you are on your own trying to build something but when it happens, you know you have made it on your own.



Authored by Soumini Sridhara Paul

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