Globalisation of Indi-pop!

Globalisation of Indi-pop!

Globalisation of Indi-pop has been a trend since the late 1990s. Hariharan and Leslie Lewis began a new experimentation in fusion music with their album called Colonial Cousins (1994).

Their music was targeted primarily at the non-resident Indians in North America.

By the end of 1999, Indi-pop began its inroads into the Western world. The music wizard, A.R. Rehman produced an album called Ekam Satyam with Michael Jackson and worked on another album Bombay Dreams, a musical jugalbandi with Andrew Lloyd Weber. The growing popularity of Indi-pop in the West has been such that Western composers have incorporated Indian notes and rhythms. Stanley Kubrick incorporated Indian notes in Eyes Wide Shut.

Indian pop is largely TV-driven and the concept of pop stars, though popular among urban Indians, has not attained popularity among the masses. The prevailing feeling is that Indi-pop is a genre of music that does not have much commercial viability in India.

This is because it depends on the talents and commercial viability of individual artistes. Nowadays, a music album has more chances of succeeding if the hype is created in the visual and print media in a manner that it successfully projects the singer as an icon.

Foreign connections help, and those singers based in the West or who can collaborates and West or who can collaborate with noted composers and artistes in the West are able to make their mark easily in the