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Ritviz Leans on Spotify Plays in Pandemic


Ritviz, creator of ‘Hindustani dance music,’ almost matched touring income with streaming last year.
MUMBAI In India, a country where the average payout rate for an audio stream is 10 paise ($0.0014) about half what Spotify pays artists in the U.S. most independent musicians struggle to make rent from their plays on the nine main streaming platforms.
An exception is Ritviz Srivastava, a 24-year-old composer, producer and singer, and the creator of a sub-genre of Hindi electro-pop he calls “Hindustani dance music.” In 2020, Ritviz, who is known artistically by his first name, made almost as much money from streaming as he did from touring in 2019 a notable feat considering he’s one of the busiest live acts in India, playing nearly 70 concerts a year. ....

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Multilingualism and the indie musician: Is singing in Hindi or a regional language essential to turn an artist into a brand?


Multilingualism and the indie musician: Is singing in Hindi or a regional language essential to turn an artist into a brand?
Over the last few years, there’s been an exponential increase in the number of acts who started their careers performing in English, subsequently began releasing material in Hindi and now seamlessly switch between the two.
Amit Gurbaxani
January 28, 2021 13:21:27 IST
Divine; Prateek Kuhad (image courtesy: Rema Chaudhary); Ritviz.
During a recent webinar, when asked about which Indian acts have actually been making money during the ongoing pandemic, Chaitanya Kataria, the co-founder of Gully Gang Entertainment, answered: Whoever has built a brand that other brands want to associate with. Kataria’s biggest brand, as you may know, is the rapper, Divine. ....

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