When Gully Boy released on the big screens, many discovered the burgeoning hip-hop scene in the country. Now, music streaming platforms like Apple Music are ensuring that you don’t have to wait for another big-ticket Bollywood movie to discover new music.
Apple Music is diving deep into the country’s music scene to help users find new music, and in the process also promote local talent. Think of it as a platform like Indian Idol, minus all the drama and Anu Malik.
Locally curated content
For starters, Apple has introduced city-specific charts that are currently available in Mumbai, Delhi, and Bengaluru. These charts, containing the top 25 songs, are updated daily by taking into account plays, and local popularity. The city charts can be found on the Charts page, Browse, on Search, and via Siri.
Along with the charts, Apple also puts the spotlight on emerging talent through its Up Next Local Artist Program. This editorial-team led initiative has showcased artists like Prabh Deep, Kr$na, and Mali to name a few.
"Being a part of campaigns like 'Up Next Local' puts us on the same footing as some of the biggest artists in the world. It’s allowed me to expand my creative network as well as my audience and has helped me evolve as an artist,” Prabh Deep is quoted as saying.
The Human Touch
While some platforms solely rely on artificial intelligence, Apple Music is sticking with its human team to curate playlists for listeners. The company says its Apple Music Editors have curated over 30,000 playlists across genres, moods, and activity types. They have also created playlists in eight Indian languages, including Hindi, Punjabi, Malayalam, Marathi, Tamil, Telugu, Kannada, and Bengali.
The editorial team has another initiative called ‘Hear It Here. First’, which solely focuses on listeners discovering local artists and their music. These artists exclusively release their work on Apple Music, and since October 2017, artists like Sundog Project, FuzzCulture, Manas Jha, Dhyani, and Nigavithran among others have been part of this initiative.
Such initiatives are also helping local artists reach out to a global audience. Rapper DIVINE, for instance, was interviewed by Ebro Darden (Global Head of Hip-Hop on Beats 1 Radio), which reached listeners in over 110 countries.
“My journey with Apple Music began ever since their launch in India, and it’s only grown stronger every year since. From being the first Indian Artist to shoot a music video on an iPhone to being flown to Beats 1 Studios in LA to be interviewed by Ebro Darden himself, Apple has supported me and my music a lot,” DIVINE is quoted as saying.
Apple Music has a catalogue of over 75 million songs, and recently it added Spatial Audio in India at no extra cost. Subscriptions for the music streaming service start from ₹99/month for individuals, and ₹49 for students.
Along with promoting talents, Apple is also focused on empowering creators. Those dreaming of becoming a DJ or music producer will appreciate what the latest GarageBand app update is offering. You can start off easy by trying your hand at remixing tracks from Dua Lipa and Lady Gaga.
Break My Heart from Dua Lipa and Free Woman from Lady Gaga are on offer for remixing along with a huge library of samples and loops in the Remix Sessions section. You can also download Producer Packs that include ‘hundreds of royalty-free loops, beats, instruments, drum kits, synth patches, and samples’. Helping you in the process are video tutorials that give an insight into how DJs and music producers work.