Indian music industry goes the ‘reels’ way

Soon after its release, Vicky Kaushal’s peppy number, Tauba Tauba, was trending on social media. It was the same with the Tamil track, Asa Kooda, which got plastered all over Instagram. Once trending, songs are used incessantly as a means of reaching as many eyeballs as possible on social media.
Commenting on this phenomenon on X, @Music_Vichaar said, “A few years ago, Music in Indian films was an art form that left lasting impressions. Today, every song sounds the same, designed to trend on Instagram for a week as per film marketing strategy with peppy 30-second choruses synced with a catchy beat, while the rest can fall flat (sic).” We ask the industry stalwarts and influencers, to see what they have to say about this.

The pressure to produce hit songs is not new: Imtiaz AliFilmmaker Imtiaz Ali says, “Social media might be new, but music makers being pressurised to produce a hit song has been a long-standing trend. While each music producer deals with this pressure differently, the good ones don’t let their work suffer. Having said that, Hindi film music is an ocean, but good songs have always survived, for a long, long time.”
A song’s worth lies in its authenticity, not whether it trends: Kavita SethSinger-composer Kavita Seth shares, “Lyrics are the heart of a song for me. I can’t compose music without a connection to the words. It’s not about creating a catchy tune on demand. While social media can undeniably boost a song’s popularity, I believe a song’s true worth lies in its authenticity. Paid promotions might offer a quick fix, but they’re a shortcut, not the path to lasting success.”

Desire to create trending content is fuelling social media manipulation: Disha MadanActor Disha Madan shares, “The ease of finding trending tracks on social media has given rise to a new trend. Many creators are opting for quick wins by using popular songs, muting the audio, and adding their own voiceover. While this tactic can boost viewership, it’s essentially a shortcut that dilutes the authenticity of content creation.”
Top tracks trending on social media currently:

• Apple - Charli XCX
• Emergency - DJ John Rey
• Tauba Tauba - Karan Aujla

To capture an audience today, you need to hook them within the first 5-10 seconds: Satshya TharienInfluencer and internet sensation Satshya Tharien says, “I don’t think creators intentionally choose a song to promote it when making reels. They usually pick tracks that complement their video concept. Riding the wave of trending songs is a common strategy to boost engagement. Take Tauba Tauba, for instance — its catchy chorus, interesting dance moves, and Vicky Kaushal’s active engagement created a perfect storm. The evolution of music promotion is evident: from radio plays to music videos, and now, the dominant force is social media. To capture an audience today, you need to hook them within the first 5-10 seconds.”

Halsey slams music industry’s focus on manufactured trendsIn a candid TikTok post last May, singer Halsey expressed frustration over their record label’s insistence on viral campaigns for new music releases. Halsey criticised the industry’s focus on manufactured trends, saying, “Everything is marketing. And they are doing this to every artist these days (sic),” she wrote, in a TikTok video, as her unreleased song played in the background. “I just want to release music, man. And I deserve better tbh. I’m tired (sic).”