Since its launch in 2020, RADAR has established itself as the program that enables India’s independent artists to breakthrough and find new fans in the country, and beyond
Spotify’s global emerging artist program, RADAR, has completed three years in India. Launched in 2020, RADAR spotlights rising talent in music across 25+ regions where Spotify is available, including the US, Brazil, Mexico, Nordics, Africa, Indonesia, Korea, and Japan, among others. In India, 36 artists have been a part of the program that has enabled them to reach listeners in India, and across the world.
Rahul Balyan, Head of Music, Spotify India, says, “We are proud to celebrate the three year milestone of RADAR India, which has grown to become the default launch pad for new independent artists. Over the last three years, RADAR India has been part of the journey of some of the biggest breakout artists in the country.
“We also recently launched RADAR Tamil to provide a dedicated program and support for Tamil independent artists. We are committed to making a more artist-centric music ecosystem, and will continue to invest in such programs”, he added.
The artists who’ve been a part of the program have garnered more than 35 million streams in total, for the songs that were selected to be part of RADAR.
Over the last three years, RADAR has been instrumental in transforming the independent music ecosystem in the country.
On an average, RADAR India artists have seen a 20-25% increase in followers after being playlisted, while artists such as Akshath, Tanmaya Bhatnagar, and Naalayak have seen a growth of over 30% in streams after being featured on RADAR. Other artists, such as OAFF and Kanishk Seth, found success in film music after being featured on RADAR.
Each month’s RADAR artist is also provided with marketing support through social media, content marketing, and on and off platform support.
Spotify’s flagship playlist, RADAR India, has 75 songs featuring several emerging artists, creating over 4 million new user-artist discoveries over the last year.