Armaan Malik: Balancing Bollywood and independent music in India

With the rise of earning avenues via live shows and international collaborations and music festival opportunities fuelling their ambition, are Indian playback singers embracing independent music to redefine their definitions of success?

From Bollywood to independent music

Armaan Malik occupies a rare position, working across Bollywood playback, independent releases, and international collaborations. “Independent songs never made the cut earlier,” says Armaan Malik, multi-lingual playback singer, songwriter, and composer, who also has independent releases.

Not just a playback singer

“Playback singers became so dependent on film songs that they forgot their individual journey needed attention as well. But I’m not just a Bollywood playback singer. I have done English pop music, music videos with my face on it, and built a fanbase for me and not just my voice. Musicians also need to educate their listeners.”

Punjabi pop inspired Bollywood playback singers

“Punjabi pop, unrelated to films, was picking up with performers like Honey Singh, Hardy Sandhu, Jassi Gill, and Diljit Dosanjh releasing singles and music videos. That opened the eyes of everyone in the Hindi music space, who then started experimenting with non-film Hindi music."

Live shows, the stepping stone

As Indian playback singers rethink visibility beyond the studio, live performances have become a critical site of reinvention. They have today also expanded into solo shows and branded IPs.

An online fanbase is crucial

Malik, who entered the industry in 2014, when social platforms were already embedded in music discovery found it relatively easier to build his online community. Even then, he says, it took over two years for audiences to understand that he sings in English to express himself.

Having a loyal fanbase helps artists

“Fans need to be invested in the next song, irrespective of genre. Building that community is what will separate you from being just called a playback singer to being called an artist."

Role reversal: Bollywood wants independent musicians

Malik, who has collaborated with Ed Sheeran, also shared stage with Sheeran in India. “When I debuted there was no other way but the Bollywood route. But today, Indian independent music is as strong today, if not stronger, to give musicians that recognition. It’s now that Bollywood wants to work with independent indie musicians, not the other way round."