Gaana, India’s favourite music streaming app, has launched a first-of-its-kind platform to promote non-film music from artists under the brand ‘Gaana Originals’.
The platform will provide mainstream reach to music artists to launch their Original content at the same scale of a film-based music.
The first single under Gaana Originals, ‘Tum Hardafa Ho’, composed and sung by renowned music composer and singer Ankit Tiwari has already garnered about 1 million streams in 5 days. This puts it in the same league as most popular film songs on Gaana like Mere Rashke Qamar, Chalti Hai Kya 9 se 12, Tamma Tamma Again, Badri Ki Dulhaniya, et al. This is a new record, which also proves that audience appreciation for independent music is paramount, provided discovery and accessibility for such songs are simplified as done by Gaana.
Gaana under its ‘Originals’ platform is attempting to reimagine trends in music listening by establishing a platform to promote creativity and move beyond film-based song compositions. This is the first time ever that artists are being provided a platform to showcase their ingenuity.
Gaana Originals will feature 11 original songs from top Bollywood/Regional artists releasing one song a week. It will showcase ingenious works from best of the Bollywood & Punjabi singers like Sonu Nigam, Shaan, Ankit Tiwari, Neha Kakkar, Sona Mohpatra, Tony Kakkar, Millind Gaba, Sonu Kakkar, Gurnazar, Sachin Gupta and Soham.
Prashan Agawarl, COO, Gaana said, “It is a proud moment for Gaana to launch a platform to help artists launch non-film music in India. Unlike international markets, most music consumption in India is still Bollywood centric and this is our initiative to empower artists.”
Ankit Tiwari said, “As a composer, Original music is very important for me and many of us in this creative field. I really want to thank Gaana for giving us the platform to feature and showcase our independent work, it really means a lot to me. Also, it is so good to see that song has already crossed 1 million playouts on Gaana in just 5 days – growing much faster than compared to few top Bollywood film songs”.