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Amid India’s Pandemic, Independent Artists Thrive Outside the Bollywood Machine

CD Baby’s India rep Ritnika Nayan says the pandemic situation has helped independent artists become more distinct.

“A lot of artists who mainly focused on touring have now realized that they have to release music if they want to still be relevant,” says Nayan. “We see a lot more releases coming out. Live music and management companies who now have to change their business models are also focusing more on releasing music and hence starting their own labels.” In the last four months, Nayan says CD Baby has seen an approximate 70% increase in releases compared to 2019.