For years, Bollywood has been the defining force in Indian music, with its film soundtracks dominating the industry. However, a significant transformation is taking place, spearheaded by India’s newest global music sensation.
Diljit Dosanjh, a 41-year-old singer, actor, and producer from Punjab, is reshaping the music landscape in the world’s fastest-growing market. Departing from the traditional Bollywood soundtrack model, he has infused his music with hip-hop and rap elements while collaborating with international stars such as Ed Sheeran and Sia. By doing so, he is breaking new ground and amassing a vast global following.
Last summer, Dosanjh made a high-profile appearance on The Tonight Show Starring Jimmy Fallon, where he was introduced as “the biggest Punjabi performer on the planet.” He entertained audiences with hit songs like Born to Shine and G.O.A.T.
His 2024 Dil-Luminati tour set records, selling 742,000 tickets worldwide, according to Warner Music Group. The North American and European legs alone drew more than 346,000 attendees and generated over $44 million in revenue. While speaking from the Middle East during his tour, Dosanjh emphasized the diversity of Indian music. “Indian music is not just Bollywood music,” he said. “The traditional folk music in every part of the country is supremely good. It’s unfortunate that the world so far could only get a taste of Bollywood music that is commercial.”
His unique fusion of musical styles, combined with his charismatic personality and strong social media presence, has elevated Indian music’s profile globally. This success has also been beneficial for Warner Music, which entered the Indian market relatively late in 2020.
India currently ranks as the 14th-largest recorded music market, significantly trailing behind giants like the U.S. and Japan. However, Indian music’s presence on global streaming platforms has surged, driven by a young, tech-savvy population. The Indian diaspora, estimated at around 35 million people, primarily in North America, the UK, and the Middle East, has played a crucial role in increasing demand for Indian music through streaming and live concerts. Spotify Technology SA reports that consumption of Indian music has skyrocketed by over 2,000% between 2019 and 2024.
According to Jay Mehta, managing director of Warner Music India, this is just the beginning. He believes that the Indian music industry has the potential to double in size within the next three to four years. To accelerate this growth, Mehta has been pairing Indian artists with international stars such as Coldplay and One Republic to expand their reach.
Shifting musical tastes have further contributed to this transformation. When Spotify first launched in India in 2019, nearly 70% of the music streamed by domestic audiences was international. Today, that number has flipped, with 70% of streamed content being local music. Punjabi music, in particular, has gained immense popularity not only within India but also globally, with Dosanjh playing a key role in this trend.
Over the past four years, a fundamental shift has occurred in how music is consumed. “Moving from a soundtrack-driven ecosystem to an artist-centric ecosystem,” Mehta explained.
This transition aligns well with Dosanjh’s strengths. He is an internet sensation, frequently sharing humorous and heartfelt videos on TikTok and YouTube that keep his fans engaged. His social media presence is a blend of humor, cultural pride, and personal glimpses into his life, making him highly relatable. He is also an enthusiastic home cook and often shares videos of himself making coffee or scrambling eggs. Although he acknowledges that his limited English proficiency could be a barrier to broader success, he still managed to persuade Sheeran to sing in Punjabi with him.
He also leverages social media effectively by actively reposting fan-generated content, leading to viral trends that further amplify his brand. His latest hit song, Water, inspired a popular dance challenge among fans.
“Today, the digital era allows for instant global exposure,” Dosanjh said. “Any song I create has the potential to become a worldwide success overnight, thanks to this connectivity.”
The rise of artists like Dosanjh reflects a growing trend in India’s music industry: the cultivation of superfans. Mehta has taken cues from the playbook of K-pop sensation BTS and its dedicated fanbase, ARMY, to drive engagement for Dosanjh and other Indian artists like Hindi rapper King. In fact, Warner Music even recruited a leader from the BTS ARMY to enhance social communication between its artists and their fans.
This artist-first model is strengthening fan engagement, particularly among those who actively stream music and attend live concerts. India’s live music scene is booming, with over 30,000 concerts taking place across the country last year. Ticket revenue has now surpassed sponsorship earnings, reversing the pre-pandemic trend, according to consultancy EY.
Dosanjh’s live performances are a major draw, often described as electrifying, featuring unique dance moves and direct interaction with audiences that have endeared him to millions.
His debut at Coachella in 2023 was a pivotal moment, bringing non-Bollywood Indian music to the global stage. He became the first artist ever to perform entirely in Punjabi at the festival. “Music is a universal sound and universal force. You cannot limit it to one genre or category,” he said.
Since then, he has continued to expand his international collaborations. He worked with Australian artist Sia on the Punjabi song Hass Hass, which boosted both artists’ popularity in their respective home countries. Sheeran made a surprise appearance at Dosanjh’s concert in Birmingham, England, where they performed a remix of their hit Nania x Shape of You together.
In addition to his musical success, Dosanjh has made a name for himself in acting. He is best known for the 2016 action crime film Udta Punjab and Amar Singh Chamkila, a biographical drama about a Hindi singer, both available on Netflix. He also starred in the romantic comedy Shadaa, which is streaming on Amazon Prime Video.
His growing influence has reached beyond entertainment. In a conversation with Prime Minister Narendra Modi earlier this year, Dosanjh proposed the idea of hosting a global music festival in India that would surpass Coachella in scale.
His achievements have also been a boon for Warner Music as it competes with Sony Music and T-Series, India’s largest music label known for its Bollywood soundtracks and regional music.
Although Indian music is still primarily consumed by domestic audiences and the diaspora, this dynamic is changing. The arrival of streaming platforms such as Spotify in India—the world’s second-largest English-speaking country—has played a significant role in elevating the quality and visibility of Indian music on a global scale.
With a diverse range of Indian music now accessible worldwide, more countries are seeing Indian songs dominate their streaming charts. Ashish Pherwani, leader of the Media & Entertainment sector at EY India, believes that this is only the beginning. “There’s more acceptance of Indian music that’s happening right now,” Pherwani said. “It’s just the tip of the iceberg. Honestly, there’s so much more that can happen around Indian content. It’s been a largely diaspora-oriented industry five years back, but that’s changing now.”
Dosanjh’s success represents a turning point for Indian music, proving that it can thrive beyond the confines of Bollywood and gain recognition on a global stage.