Billboard’s global charts, launched just over a year ago, feature 18 Indian songs on the Global Excl scale. American map including ‘Lut Gaye’, ‘Raataan Lambiyan’ and ‘Ranjha’.
Theaters may not have opened across the country yet, but songs from movies are back on the music charts. Towards the end of August, two tracks of Shershaah, ‘Raataan Lambiyan‘by Tanishk Bagchi, Jubin Nautiyal and Ases Kaur and’Ranjha‘by Jasleen Royal and B Praak set new records for most streams in a week on Spotify India, with more than 8.2 million and 7.3 million plays respectively on the platform, surpassing the 5.1 million mark set by BTS’s “Butter” in May.
The Shershaah Hits have totaled over 5 million streams every week since then. The numbers were large enough to make it the only Indian tunes to date to reach the top 100 of, on which ‘Raataan Lambiyan‘peaked at # 63 and’Ranjha‘at n ° 79.
Sony Music India, who released the soundtrack, celebrated the achievement by saying that it is “fascinating to see how music transcends all geographic and language barriers”. Except if there is no doubt that the soundtrack is arguably the most popular OST since that of Kabir singh as of 2019, more than 90% of ‘Raataan Lambiyan‘ and ‘RanjhaThe coins come from India. The remaining 10% come more from countries with a strong Indian diaspora.
This indicates two things. First, Spotify’s audience in the country grows as it acquires customers beyond the subways. (Notably, at the time of writing, ‘Raataan Lambiyan‘had over 50 million streams on Spotify, compared to 47.8 million on JioSaavn, although the former only has a fifth or even less of the latter’s monthly active user base. It’s no wonder the Swedish service chose to remix the hit for the second in their series of singles releases in India.)
Second, it shows that Indians are finally releasing music in sufficient quantities for our releases to hit the international charts.
For a broader perspective, one can turn to Billboard’s Global Charts, which were launched a little over a year ago in the first half of September 2020. The US Charts Bible has launched two polls, including one that excludes streams from the United States, which is the world’s largest music market. Exactly 18 Indian songs reached the ‘Global Excl. United States chart.
These are the eight that reached the top 100 of the 200 position list and their top positions:
‘Lut Gaye ‘, Jubin Nautiyal, Nusrat Fateh Ali Khan and Tanishk Bagchi, Série T, n ° 23 (March to June 2021)
‘Raataan Lambiyan‘(from Shershaah), Asees Kaur, Jubin Nautiyal and Tanishk Bagchi, n ° 28 (August and September * 2021)
‘Titliaan‘, Afsana Khan, Avvy Sra and Jaani, Universal Music, No. 46 (December and January 2020)
‘Bachpan Ka Pyaar‘, Aastha Gill, Badshah, Rico and Sahdev Dirdo, Universal Music, No. 50 (August 2021)
‘Filhaal2 Mohabbat‘, B Praak and Jaani, Universal Music, No. 68 (July 2021)
‘Paani Paani‘, Aastha Gill and Badshah, Saregama, n ° 71 (June to August 2021)
‘Ranjha ‘ (of Shershaah), B Praak and Jasleen Royal, Sony Music, No. 73 (September * 2021)
‘Saïyan Ji‘, Neha Kakkar, n ° 98 (February and March 2021)
* Currently on the map.
As Billboard observe, most of the Indian leads that reached the leaderboard get most of their ranking points from video plays. India, after all, is YouTube’s largest market with over 325 million MAUs as of October 2020. Seven of those eight tracks reached # 1 in YouTube’s Global Music Video Rankings, but only two songs made it. the top 40 of Billboard‘s Global Excl. American list, traditionally considered “affected” territory. Both performed well on OTT video and audio services. Until there, Billboard only considers streams from international services like Apple Music and Amazon Prime Music, which means that in order to hit the top spots on the global charts, one track has to be successful on both.
For example, the phenomenon Haryanvi ‘52 Gaj Ka Daman‘by Aman Jaji, Mukesh Jaji and Renuka Panwar, which was the world’s most watched music video on YouTube for all of January and most of February, did not reach the Global Excl. American chart because it hasn’t really taken off on OTT audio platforms. Likewise, Punjabi hip-hop’s viral hit ‘Munde brown‘by Canadian AP team Dhillon, Gminxr, Gurinder Gill and Shinda Kahlon, which is one of the biggest hits of the year on Apple Music in India, did not land on the Billboard survey because his weekly YouTube reads have never been higher.
Put the focus back on Shershaah, we have to recognize that Sony is not the first or the only label to claim crossover success. Last week, Times Music and Speed Music presented the new album from Punjabi pop and hip-hop star Karan Aujla BTFU debuted in the top five on Apple Music in international markets such as Canada, where he is based, as well as Australia and New Zealand, countries with a high concentration of Indian diaspora.
However, the point is that from now on, it is only when a song really hits non-Indian listeners that we will see our local hits reach the top ten of the global charts such as those released by Billboard – unless they start to consider games on Indian audio services such as Gaana and JioSaavn.
This will only happen if Indian labels allow these DSPs to share their streaming information with chart compilers such as MRC Data, the company formerly known as Nielsen Music, and BMat, which collects the international Top 20 of Indian music industry. Then, if the platforms actually have over 150 million MAU according to them, Indian music should surely start to have a bigger impact on BillboardWorld charts.