Ziddi Blog
Spotify Expands Indie Push with “I-Pop” Live Experiences
Spotify is strengthening its push into India’s independent music ecosystem by expanding its “I-Pop” (Indian Pop) initiative into live experiences, signaling a deeper investment in the country’s growing non-film music scene. The move follows the success of Spotify’s first I-Pop Icons LIVE event, held in Mumbai in November 2025. The showcase brought together some of…
Spotify Adds Playlist Transfer Tool to Attract New Users
Spotify has introduced a new feature designed to make switching to its platform easier. The company recently rolled out a playlist transfer tool that allows users to import playlists from rival music streaming services directly into Spotify, removing one of the biggest barriers for listeners considering a move between platforms. The feature is part of…
Universal Music Expands Its Presence in India Through New Label Partnerships
Universal Music Group (UMG) is strengthening its presence in India through a series of new partnerships and label initiatives aimed at tapping into the country’s rapidly growing music and entertainment market. The global music company has recently expanded its footprint by forming strategic alliances with Indian film studios and launching new music labels that connect…
Spotify Tests New Feature Allowing Users to Edit Their “Taste Profile”
Spotify is testing a new personalization feature that allows listeners to directly edit the data behind their music recommendations. The feature, called “Taste Profile,” gives users more control over how Spotify’s algorithm interprets their listening habits and suggests new music. The update was announced during the SXSW conference by Spotify co-CEO Gustav Söderström and is…
Amazon Music and Fever Network Spotlight Women Creators in “Women in Music 2026” Initiative
Amazon Music and Fever Network recently collaborated on a new initiative aimed at highlighting women shaping India’s music industry. The program, titled “Women in Music 2026,” brought together artists, songwriters, and creators for a roundtable discussion that explored the challenges and opportunities faced by women in the music ecosystem. Held around International Women’s Day 2026,…
YouTube’s 2026 Strategy Puts Creators at the Center of the Platform
YouTube is doubling down on its commitment to the creator economy in 2026, outlining a strategy that places content creators at the center of the platform’s growth. In a recent update from CEO Neal Mohan, the company emphasized that creators are no longer just users of the platform but are increasingly becoming the new studios…
YouTube Opens Applications for Global “Foundry” Program Supporting Independent Artists
YouTube has opened applications for the 2026 edition of its global “Foundry” program, an artist development initiative designed to support independent musicians building audiences on the platform. The application window opened on February 25, 2026, and will run until March 25, with an extended deadline of April 30 for artists in India and South Korea.…
Independent Artists Are Appearing Alongside Bollywood on Streaming Playlists
For decades, Bollywood songs dominated India’s mainstream music ecosystem. Whether it was radio stations, television countdown shows, or early digital platforms, film soundtracks largely defined what listeners across the country consumed. But the rise of streaming platforms has begun to shift that balance. Today, open a popular playlist on Spotify, Apple Music, or YouTube Music…
Music Platforms Continue Investing in Indian Pop and Indie Artists
Streaming platforms and digital music companies are continuing to increase their investment in Indian pop and independent artists, signaling growing confidence in the country’s evolving music ecosystem. Over the past few years, major platforms including Spotify, Amazon Music, and JioSaavn have launched multiple initiatives aimed at discovering, promoting, and monetizing emerging talent across India. The…
The Rise of Regional Indie Artists in India
For years, the conversation around India’s independent music scene was dominated by English or Hindi indie pop. But over the past few years, a new wave of regional indie artists has begun reshaping the landscape. From Tamil rap and Punjabi pop to Assamese folk fusion and Malayalam alternative music, regional languages are becoming one of…
Global Discovery of Indian Artists Is Growing Rapidly on Streaming Platforms
Indian music is reaching more global listeners than ever before, driven largely by the expansion of streaming platforms and the growing international appetite for South Asian sounds. Recent data from Spotify and industry reports shows that discovery of Indian artists outside the country is rising at a rapid pace. According to Spotify, artists from India…
A New Era of Music Discovery: How Streaming Platforms Have Become Gatekeepers for Emerging Talent
For most of the 20th century, music discovery was controlled by a small group of industry gatekeepers. Radio stations, television networks, record labels, and film studios decided which artists reached the public. In India especially, Bollywood served as the primary pipeline for mainstream success. Today, that system has changed dramatically. Streaming platforms like Spotify, Apple…