Indian singer Anuv Jain on finding success without the Bollywood boost
Indian singer-songwriter Anuv Jain has achieved massive global success as an independent artist, bypassing the traditional Bollywood music industry. His acoustic, emotional style has resonated with millions of listeners worldwide through streaming platforms and social media.
Why it matters
Jain's success highlights the shifting power dynamics in the music industry, where independent artists can reach global audiences without relying on traditional media gatekeepers.
Image source, Meghan Katti Image caption, The singer-songwriter has opened up about building a career on India's music scene as an acoustic indie pop performer
Can you find success as an Indian artist, outside of the Bollywood machine, while making music that feels like you?
Well according to Anuv Jain it's possible - and you can even create something "beautiful".
The singer-songwriter's soft vocals have gained hundreds of millions of views on YouTube - not an easy feat as an independent artist in India's music scene.
BBC Newsbeat met Jain as he prepared for the final shows on the European leg of his first world tour to find out why he's taking his time and "hoping for the best".
"It's not about the numbers," Jain tells us backstage, ahead of his sold-out performance at London's Roundhouse.
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