The past year has seen a surge in independent music in India with the release of several singles. The T series led by Bhushan Kumar has been instrumental in supporting non-cinematic music in India and encouraging new singers.

In an exclusive conversation with Bollywood Hungama, Bhushan Kumar revealed that earlier platforms were reluctant to embrace non-cinematic music and would only approve music videos with known faces. “I used to explain to them to judge a song by the song and not by the faces in the video and not to attack the TRPs if they have familiar faces. But of course, when something goes well, no one wants to experience something new. But I wanted to create a market for non-cinematic music, ”he said.

He further revealed how they ended up featuring Hrithik Roshan on Honey Singh’s song ‘Dheere dheere‘which was released in 2017. “At first, I started by taking the voices of my singers and merging them with the actors. This time I did a song with Hrithik Roshan and Yo Yo Honey Singh. At that time, Yo Yo Honey Singh was not doing well and he could not shoot himself. So we asked Hrithik to be on it and then we distributed this song on different platforms. They started to take it considering that it was like film music, ”he revealed.

“Then we did a song with Emraan Hashmi, which they (platforms) took over as well. It was also a non-cinematic song and we had imagined it on Emraan Hashmi that time, ‘Mai Rahoon Ya Na Rahoon“. We also did several videos with Tiger Shroff. After that people got involved in film music and sometimes we made singles. But my dream was to elevate the non-cinematic music market so that even the faces of singers became popular, ”he added.


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