In January 2020 a song called ‘52 GAJ KA DAMAN’ sung by Renuka Panwar was released. Now, this isn’t anything unusual but it is a surprising one in many ways. The song has since crossed 1 Billion-plus views on YouTube and has been a rage across other online music streaming platforms as well. But what is unprecedented about the song, written by Mukesh Jaji with music by Aman Jaji, is that it is a Haryanvi song and not a popular Bollywood or Punjabi release.
The lesser-known cousin of Punjabi music industry, the Haryanvi music industry has been taking giant strides over the past few years and has grown in leaps and bounds. Traditionally Haryanvi music has been rooted in Indian classical and folk music and still retains much of the ‘desi element’.
Regional music has grown exponentially on streaming platforms in the past few years largely due to deeper mobile broadband penetration and the rise of local superstars.
The Folk vs. Contemporary Conflict
Young and upcoming artists have tried to bridge the traditional elements with the contemporary. While this has found favour with the audience many Haryanvi artists believe the growth of the industry depends very much on retaining the traditional elements.
Folk music should get more importance. Aping other styles like Bollywood, Punjabi, rap and other genres might push the sales for the time being but its popularity won’t last, feels Masoom Sharma, one of the leading Haryanvi artists, who has several hit songs like ‘Pallo Latka’, ‘Baba Ban Jyaga’ and many others.
Haryanvis are very rooted people. They are an audio-centric audience who crave for the “desi” element in the song no matter what genre the song is. The language is loved for its rusticness by many, but some have their reservations.
Haryanvi is a very rustic language so not many people were inclined to listen to these songs earlier. But now the language is more polished, better singers have entered the fray and overall production quality has improved. So people are now taking Haryanvi music a lot more seriously,”added the superstar of Haryanvi music, Raju Punjabi the voice behind hits like ‘Desi -Desi’ and ‘Gohana Ki Jalebi’.
Read More:- Evolution of Haryanvi Music: From Folk to Fusion
What works for Haryanvi Music?
Haryanvi is the closest language to Punjabi which is considered as second only to Bollywood or Hindi as far as language goes, and the forecast for the Haryanvi Music Industry is highly promising. Many tracks by Haryanvi artists today are amassing many views across online music streaming platforms. Similarly, other upcoming artists are also making their mark on the national stage, indicating the rise of the Haryanvi Music Industry.
Also, all the major players in the north-Indian market and the national market have started investing in Haryanvi catalogues, producing high-budgeted videos focused more on Haryanvi Music. But still, unlike their Punjabi counterparts, Haryanvi artists aren’t attracting as many eyeballs.
Meet the Rising Stars of Haryanvi Music
Emerging artists are attempting to blend traditional elements with contemporary styles. While some advocate for preserving folk music’s authenticity, others believe in experimenting with new genres to appeal to a wider audience.
The industry is witnessing the rise of talented individuals who are reshaping its landscape. Here are some noteworthy figures:
- Paradox: Known for his unique rap style infused with Haryanvi words, Paradox has carved a niche for himself in the industry.
- Pranjal Dahiya: With over 4.4 million Instagram followers, Pranjal Dahiya is not just a model but also a prominent figure in the Haryanvi music scene.
- Amanraj Gill: A trailblazer in remixing traditional Haryanvi folk ragnis into contemporary beats, Amanraj Gill’s songs consistently garner millions of views.
- Mc Square: His unique rapping style, infused with Haryanvi dialects, has earned Mc Square recognition as one of India’s best young rappers promoting Haryanvi music in a distinctive ‘gujari’ style.
- KD Desi Rock: With his catchy dialogues and infectious energy, KD Desi Rock is determined to make Haryana’s mark even in Bombay, emerging as a prominent Haryanvi rapper.
- KP Kundu: Known for his lyrical prowess and ability to strike a chord with audiences, KP Kundu’s songs resonate deeply with listeners.
- Vishwash Chauhan: Transitioning from stand-up comedy to acting in Haryanvi cinema, Vishwash Chauhan aims to bring Haryana’s stories to a broader audience, believing that the state has no dearth of tales, only a lack of storytellers.
- Nishant Dahiya: Through his podcast, Nishant Dahiya is elevating the Haryanvi language to new heights, ensuring that Haryanvi voices reach overseas audiences in a simple yet impactful manner.
Read More:- Mainstreaming Punjabi and Haryanvi music
Strategies for Haryanvi Music’s Future
The audience is not huge right now but it is growing. I don’t believe in promoting only the song but also the artists. So I set up 2 labels, Wild Music Records and Wild Music Haryanvi under my company Sai Mehar Media. By the end of next year, people will have a different perception of Haryanvi music because that’s what I am going to work for said Rajiee M Shinde CEO of Sai Mehar Media.
There are a lot of challenges like mindsets and acceptability as far as the audience is concerned. I aim to help the Haryanvi music industry grow by giving it as many platforms as possible thus ensuring a wider reach. It won’t be long before Haryanvi music competes with Punjabi music in the films and events space.”
Haryanvi is a growing language on streaming, largely due to a crossover audience in the adjacent states of Delhi, Punjab & NCR. There is a high retention of Haryanvi music and that is an encouraging sign for labels & artists.
The OTT and Streaming Platforms’ influence
Over the past year around 1300 songs have been released.
The consumption of Haryanvi Music has increased on audio OTT platforms and YouTube as well. We are seeing dedicated regional music curators being hired by streaming platforms, where you have a long list of regional music created for the large fan base in India.
Along with specific regional music, we can also see local or vernacular fonts being used in playlist names as well as in “notification copies” which has a deeper connection with the audience. Now, streaming platforms are pushing regional music on their official Social Media handles as well, for a greater connection.
Check Here:- Top and Best OTT For Haryanvi Content
Mr Ishaan Bhola, Head of North – Label Distribution (Believe Digital) Said.
Even regional music podcasts are being hosted now on streaming platforms for a wider reach. People are looking for innovative ways to entertain their large fan base, especially for regional music
One more factor that influences the audience, apart from the artist, is that the model featured in the video has to be a popular one. Models like Sapna Chaudhary, Sonali Singh, and Anjali Raghav have a huge following. This makes video production an important element for the industry.
Expressing his views on promoting Haryanvi music content on his channel, Himanshu Gupta, Head of Programming – 9X Tashan, said,
However, it is a given fact that TV is still one of the best mediums of exposure in the country. Artists can get nationwide recognition if their songs are televised on national channels. This exposure can lead to the artists signing more events which will result in revenue generation.
The videos are still not up to standard. This is largely due to limited budgets. Of course, there is YouTube through which artists can showcase their songs across the world. But not many would search for Haryanvi music on the internet. So the importance of songs being televised, as TV channels have access to almost every household, explained Shinde.
This is a completely new offering and where we take it from here will depend on our audience reaction and appetite. We are always committed to bringing new ideas and innovation to our viewers.
Towards a Vibrant Future for Haryanvi Entertainment and Music: Peddler Media’s Commitment
As we reflect on the promising future of the Haryanvi music industry, it’s essential to acknowledge the efforts of platforms like Peddler Media (www.peddlermedia.in) in amplifying the voices of artists and bringing their stories to audiences far and wide. Peddler Media is dedicated to showcasing the diverse tales of every artist, big or small, and contributing to the growth of Haryana’s entertainment and music ecosystem.
Through our articles and features, we strive to connect artists with their audience, keeping them updated with the latest developments and releases in the Haryanvi Entertainment scene. Our mission is to build a robust platform that fosters collaboration, innovation, and inclusivity, ensuring that every artist and enthusiast finds a place to thrive.
As we continue on this journey, we invite you to join hands with us in championing the cause of Haryanvi music, supporting its artists, and enriching the cultural tapestry of our nation. Together, let’s create a legacy that celebrates the rich heritage and vibrant spirit of Haryana’s entertainmet industry, inspiring generations to come.
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