Indian singer Anuv Jain on finding success without the Bollywood boost
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".
Anuv Jain’s gentle vocals have earned him hundreds of millions of views on YouTube, an impressive feat for an indie artist in India’s music scene.
The singer met BBC Newsbeat backstage before a sold‑out show at London’s Roundhouse, where he said, "It’s not about the numbers," but that they tell a story.
Originally from Ludhiana in Punjab, Jain began singing as a teenager. His Hindi tracks explore heartbreak and relationships, and fans say his music feels like a soundtrack to their own lives.
With 3.9 million Instagram followers and over 20 million monthly listeners on Spotify, Jain attributes his success to writing songs that he would want his mum, sister, and wife to listen to. He imagines different listeners – in a car, running, or alone at night – and crafts music that resonates with them.
He insists Bollywood funding isn’t essential; he positions himself in an "alternate space" where artists release music themselves and hope for the best. Tracks like "Jo Tum Mere Ho" and his collaboration with AP Dhillon on "Afsos" have topped Asian charts.
Jain is very selective with releases, previously dropping only one song a year until recently. He plans to release more, saying the key is finishing a project before it’s public.
He notes that simple, heartfelt passages in his songs, such as those in "Arz Kiya Hai", go viral on TikTok and Instagram.
While open to collaborations with bigger names, Jain stresses that storytelling must not be diluted. He’s not there yet but shows willingness to work with artists if his identity is preserved, even mentioning potential future work with former One Direction star Zayn Malik.
Anuv Jain’s path highlights how authenticity, selective releases, and a strong fan connection can help independent artists thrive in India’s music industry, sidestepping the traditional Bollywood route.
