Anuv Jain Finds Global Audience Outside Bollywood's Influence
The independent Indian singer-songwriter discusses his success, creative process, and future aspirations.
Indian singer-songwriter Anuv Jain has achieved significant success on the global stage, amassing hundreds of millions of views on YouTube and millions of monthly listeners on Spotify, all while operating independently of the dominant Bollywood music industry.
Jain, who hails from Ludhiana in the Punjab region, began singing as a teenager. His music, primarily in Hindi, explores themes of love and heartbreak with emotional narratives that resonate deeply with listeners. Fans often describe his songs as soundtracks to their lives, highlighting the personal connection they feel to his work.
"It's not about the numbers," Jain told BBC Newsbeat backstage before a sold-out show at London's Roundhouse. Despite his disavowal of a numbers-driven approach, his substantial following, including 3.9 million Instagram followers, indicates a broad appeal.
His creative process involves imagining the listener's experience. "I just try to make a good song and something that I would like to listen to, something my mom, my sister and my wife would like to listen to," he explained. He believes this focus on relatable, gentle musical tastes connects with a vast audience.
Jain represents a growing wave of independent artists in India who are carving out a niche separate from the film industry's traditional musical output. He describes this space as an "alternate space" where artists release music independently and "hope for the best."
While tracks like "Jo Tum Mere Ho" and "Afsos" have topped the Asian Music Charts, Jain remains selective about his releases. He previously put out only one song per year but plans to increase his output soon, stating that new songs are completed and he anticipates releasing more music this year.
"When I start a project, I always finish it," Jain emphasized, suggesting his careful curation is tied to his commitment to completing each piece of work. Viral moments on platforms like TikTok and Instagram, with song passages becoming popular, have further amplified his reach.
Looking ahead, Jain is open to collaborations with larger artists, provided his artistic integrity is maintained. "The storytelling cannot get diluted just because there's a bigger name attached," he stated. He expressed a particular interest in collaborating with Zayn Malik, believing their musical styles would complement each other well. "Maybe the universe will just make it happen," he mused.