Akriti Kakar: Streaming Money Not Enough To Live

Singer Akriti Kakar has spoken out about the challenges of making a living as an independent musician in India. In a recent interview, she stated that streaming money alone is not enough to support herself, and that live events are her primary source of income. Kakar, who has sung playback for numerous films and has also released her own independent music, said that the cost of producing a music video often exceeds the revenue generated from streaming.

Kakar's comments come at a time when the music industry is undergoing a significant shift, with independent releases becoming increasingly popular. However, despite this trend, many artists are struggling to make a living from their music. Kakar attributed this to the fact that streaming platforms pay very little to artists, and that the algorithms used by these platforms demand a constant output of new music.

The singer also spoke about the importance of creative freedom and the need for artists to be able to express themselves without being restricted by genre or style. She said that she has always tried to push the boundaries of her music, singing everything from folk and ghazals to film songs and bhajans.

Kakar's latest single, Oh Jaanu, is a collaboration with Euphoria's Dr Palash Sen and is a throwback to the MTV-era indie pop she grew up on. The song is also a reminder of the need for a new era of independent music in India, one that values creativity and originality over commercial success.

The singer's experiences in the music industry have not been without their challenges. She said that as a woman in a male-dominated industry, she has often had to fight for opportunities and prove herself as a composer and singer. However, she remains optimistic about the future of independent music in India and is committed to continuing to produce music that is true to herself.

In terms of the financial realities of being an independent musician, Kakar was candid about the struggles she faces. She said that the cost of producing a song and video can be very high, and that the revenue generated from streaming is often not enough to cover these costs. She attributed this to the fact that streaming platforms pay very little to artists, and that the algorithms used by these platforms demand a constant output of new music.

Kakar's comments highlight the need for a more sustainable model for independent musicians in India. While live events are currently the most lucrative source of income for many artists, this model is not without its risks. The COVID-19 pandemic has shown how quickly the live music industry can be disrupted, and the need for alternative revenue streams is clear.

In conclusion, Akriti Kakar's experiences as an independent musician in India offer a unique insight into the challenges and opportunities facing artists in this field. While the rise of independent music has created new opportunities for creativity and self-expression, it has also highlighted the need for a more sustainable financial model. As the music industry continues to evolve, it is likely that we will see new and innovative solutions to these challenges emerge.

The music industry in India is at a crossroads, with the rise of independent music and the decline of traditional playback singing. As artists like Akriti Kakar continue to push the boundaries of what is possible, it is likely that we will see a new era of creativity and innovation emerge. However, this will require a fundamental shift in the way that the music industry operates, with a greater emphasis on supporting and nurturing independent artists.

The future of independent music in India is uncertain, but one thing is clear: it will require a concerted effort from artists, producers, and streaming platforms to create a more sustainable and equitable model for musicians. As Akriti Kakar's story shows, the rewards of independent music are well worth the risks, but only if the industry is willing to adapt and evolve to meet the needs of its artists.

As the Indian music industry continues to grow and evolve, it is likely that we will see more artists like Akriti Kakar emerge, pushing the boundaries of what is possible and creating new and innovative music. However, this will require a fundamental shift in the way that the industry operates, with a greater emphasis on supporting and nurturing independent artists. Only time will tell if this shift will occur, but one thing is certain: the future of independent music in India is bright, and it will be shaped by the courage and creativity of artists like Akriti Kakar.

The importance of live events for independent musicians cannot be overstated. As Akriti Kakar's story shows, these events are often the only source of income for artists, and they provide a vital connection between the musician and their audience. However, the COVID-19 pandemic has shown how quickly the live music industry can be disrupted, and the need for alternative revenue streams is clear.

In the end, Akriti Kakar's story is a testament to the power of independent music and the importance of creative freedom. As the Indian music industry continues to evolve, it is likely that we will see more artists like her emerge, pushing the boundaries of what is possible and creating new and innovative music. Whether or not the industry is willing to adapt and evolve to meet the needs of its artists remains to be seen, but one thing is certain: the future of independent music in India is bright, and it will be shaped by the courage and creativity of artists like Akriti Kakar.

What it means for Mumbai and India is that the music industry needs to find a way to support its artists in a more sustainable way. The rise of independent music has created new opportunities for creativity and self-expression, but it has also highlighted the need for a more equitable financial model. As the industry continues to evolve, it is likely that we will see new and innovative solutions to these challenges emerge, and it will be interesting to see how this plays out in the years to come.