Amazon Music has included several Indian independent artists in its global “Artists to Watch” campaign, highlighting the growing international visibility of India’s indie music scene.
The streaming platform’s 2026 Artists to Watch list features Indian artists Kushagra, Vengayo, and Naalayak, placing them alongside emerging acts from around the world. The campaign includes 49 artists in total and aims to promote rising talent across Amazon Music’s global ecosystem.
The initiative is part of Amazon Music’s ongoing effort to identify and support emerging artists at early stages of their careers.
Global Exposure Through Playlists and Originals
Artists selected for the campaign receive significant exposure across Amazon Music’s platform. The program places them on 28 curated playlists, along with in-app promotion, marketing campaigns, and original content designed to introduce their music and stories to global audiences.
As part of this year’s rollout, several artists are also recording Amazon Music Originals, exclusive tracks or reinterpretations released specifically for the campaign. These recordings help the platform generate new content while giving emerging artists a chance to reach listeners beyond their home markets.
Amazon Music’s global head of music Paul Firth described the initiative as a way to support artists during critical growth moments in their careers, noting that the program focuses on backing promising talent early and helping them reach new listeners worldwide.
India’s Indie Artists Gain Global Visibility
The inclusion of Indian acts on a global campaign reflects the increasing influence of India’s independent music ecosystem.
Artists like Kushagra, who has gained traction with songs such as “Finding Her,” and Vengayo, known for his distinctive Tamil-language sound and visual style, represent the new generation of Indian musicians building audiences through streaming platforms.
Pop-rock artist Naalayak has also been gaining attention with releases like his album Marammat, which blends introspective songwriting with alternative rock influences.
Their selection signals that global streaming platforms are paying closer attention to India’s indie music movement.
Streaming Platforms Increasingly Back Emerging Artists
Amazon Music’s campaign is part of a wider strategy among streaming platforms to support emerging talent through editorial playlists, marketing initiatives, and original content.
In India specifically, Amazon Music has previously run programs like “Breakthrough Artists to Watch,” which spotlight rising musicians across genres and feature them prominently on curated playlists.
These programs are designed to help artists reach new listeners while strengthening the platform’s role as a discovery engine for music.
What It Means for Independent Musicians
For independent artists, campaigns like “Artists to Watch” offer a rare opportunity for global visibility. Being featured across major playlists and marketing campaigns can significantly increase streams and introduce artists to audiences outside their home markets.
The development also highlights how streaming platforms have become key gatekeepers for music discovery. Instead of traditional radio or television promotion, many emerging musicians now rely on editorial playlists and platform-led initiatives to build their careers.
For India’s indie ecosystem, this growing international recognition is another sign of momentum. As more artists gain global exposure through streaming platforms, the country’s independent music scene is increasingly becoming part of the worldwide conversation around new music.
For artists releasing music independently through distributors and platforms such as Ziddi, these global campaigns underline the importance of ensuring that music is accessible across major streaming services where discovery opportunities continue to expand.
Listen to the entire playlist below.
