The 90s marked a pivotal time for Indian music, with Indi-pop blending Indian and Western influences, captivating listeners and sparking a cultural phenomenon. Despite its decline due to various reasons, the genre is experiencing a resurgence as contemporary artists explore and revive its core elements.
Imagine this: You’re living in the 90s. It’s the afternoon, and you’re back from school. All you want to do now is tune in to MTV with dreamy eyes and watch Alisha China embody Indian princess vibes in Made In India, groove to Suchitra Krishnamoorthy’s Dole Dole, enjoy Shweta Shetty’s Johnny Joker, or sing along to Baba Sehgal’s Main Bhi Madonna. It was an era when life felt much simpler the era of Indi pop.
THE 90s MUSIC ERA
Music has always played a vital role in Indian cinema. Each decade brings its own evolution, and the 90s introduced a significant shift in the audience’s musical preferences. Before long, Indi-pop music emerged. But what exactly is Indi-pop?
Indi-pop is a blend of Indian classical music and Western pop, which rose to prominence in the Indian music scene in the early 90s. The genre enchanted audiences with its unique fusion of sounds and cultural influences, quickly becoming a sensation.
Regarding the 90s music era, rapper-singer Baba Sehgal shared that it was both exciting and challenging. He credited his determination, his parents’ blessings, and the support of his music label for the new beginning of Indi-pop.
THE RISE OF INDI-POP MUSIC
It wasn’t just the music, the vibes, artists, and bands associated with Indi-pop all became immensely popular. Alisha Chennai, for example, inspired women to dream big and not settle until they found their ideal partner with her song, Tan gora ho ya kaala, par ho sachha dilwala, chandi nahi sona nahi koi heera (The colour of the skin doesn’t matter, but my man should have a heart of diamond). This message was truly ahead of its time, don’t you think?
Alisha Chennai dominated the music scene alongside artists like Baba Sehgal, Euphoria, Aryans, Sunita Rao, Shweta Shetty, and Suchitra Krishnamoorthy, all of whom delivered chart-topping hits. Their songs, characterized by upbeat tempos, romantic themes, and catchy melodies, resonated with the youth of the time. Indi-pop emerged as a fresh and much-needed perspective, ushering in a new musical era that ultimately created a cultural wave.
There was a complete vacuum there, Alisha Chennai remarked, adding, That was filled because Nazia Hassan actually broke into the whole scene with Aap Jaisa Koi and became a complete rage. But then, she was from another country, and we needed someone here. That’s when Made In India came in.
She continued, The youth wanted music they could relate to, identify with, and call their own. That’s where pop came in. It all started very slowly, but suddenly, it was like, bang on. And you know what really revolutionized it? The arrival of MTV and VH1. When you see a video with a good song, it just makes it even more impactful. People were accustomed to Bollywood songs where actresses lip-synced and danced.
The singer of Lover Girl mentioned that when her video was released, the audience couldn’t believe that the singer was actually starring in it.
Suchitra Krishnamoorthy, known for songs like Jabse Dekha and Sona, stated, India needed new stars. Apart from film and cricket, the opening up of the Indian economy also played a role. We pop stars were more Westernized, and urban audiences identified with us more. We also gave the youth a sense of magic.
THE CULTURAL WAVE
The 1990s marked the golden age of Indi-pop. Audiences, accustomed to movie tracks, witnessed singers transitioning to acting in their music videos, followed by lyrics that celebrated freedom, consent, and women’s empowerment. Songs like Pari Hoon Main, Mauri, and Kya Soorat Hai exemplified this shift.
Regarding what fuelled the cultural wave of Indi-pop music, Neeraj Sridhar noted, People were always looking for different outlets because Bollywood had become quite prominent, which is nothing wrong. You had some big names acting in those songs. You needed something different coming your way too. You had been listening to the same seven or eight singers, and there was nothing new.
Alisha Chennai dominated the music scene alongside artists like Baba Sehgal, Euphoria, Aryans, Sunita Rao, Shweta Shetty, and Suchitra Krishnamoorthy, all of whom delivered chart-topping hits. Their songs, characterized by upbeat tempos, romantic themes, and catchy melodies, resonated with the youth of the time. Indi-pop emerged as a fresh and much-needed perspective, ushering in a new musical era that ultimately created a cultural wave.
There was a complete vacuum there, Alisha Chennai remarked, adding, That was filled because Nazia Hassan actually broke into the whole scene with Aap Jaisa Koi and became a complete rage. But then, she was from another country, and we needed someone here. That’s when Made In India came in.
She continued, The youth wanted music they could relate to, identify with, and call their own. That’s where pop came in. It all started very slowly, but suddenly, it was like, bang on. And you know what really revolutionized it? The arrival of MTV and VH1. When you see a video with a good song, it just makes it even more impactful. People were accustomed to Bollywood songs where actresses lip-synced and danced.
The singer of Lover Girl mentioned that when her video was released, the audience couldn’t believe that the singer was actually starring in it.
Suchitra Krishnamoorthy, known for songs like Jabse Dekha and Sona, stated, India needed new stars. Apart from film and cricket, the opening up of the Indian economy also played a role. We pop stars were more Westernized, and urban audiences identified with us more. We also gave the youth a sense of magic.
FALL OF INDI-POP
Indi-pop artists could hardly enjoy their success, as their decline was swifter than their rise. But what caused this steep fall? Alisha Chennai shared, When Indi-pop started, everyone began to join in. It became crowded, and then it wasn’t really good music.
She continued, It became a bit mediocre, and people are smart; they don’t tolerate bad music. If they don’t like something, they simply won’t listen to it anymore. That led to the decline. When music isn’t good enough to sustain itself, it fades away. The entire trend phased out at that point.
Suchitra Krishnamoorthy mentioned, The digital distribution of music is what led to it. The transition from physical formats like cassettes and CDs to online streaming and downloads resulted in losses. Many independent music labels didn’t have the financial strength to navigate that change.
Sudhanshu Pandey from Band of Boys stated that the film industry played a role in diminishing the Indian pop scene. When I refer to the Indian film industry, I’m not blaming anyone; I’m saying that the kind of music that started coming out of films incorporating hip-hop, rap, and more became more global and popular, he said.
Neeraj Sridhar also shared his insights on why Indi pop faded. He noted, What we used to create slowly made its way into films, as film music began to evolve. Our music became very popular, and we sold more albums than many film albums. A lot of music directors began to recognize that this was a trend worth following, and they started incorporating it into movies.
He added, Once the same style of music started appearing in films with big actors and substantial budgets for the songs, record companies stopped investing in artists like us.
REVIVAL OF INDI-POP
While 90s Indi pop may have lost its old school charm, there remains hope for its revival. Despite its decline, Indi pop music still holds a special place in the hearts of many Indian music enthusiasts. The songs from that era evoke a sense of nostalgia, reminding listeners of simpler times.
As Indi pop began to wane at the start of the millennium, Band of Boys captivated audiences in 2003. This five members boy band managed to fit seamlessly into the Indi pop theme that was quickly fading, providing the genre with a reprieve before it lost its lustre.
We were India’s first ever boy band. Before us, there were only rock bands like Euphoria, Indian Ocean, and others. Their music was rooted in rock or Sufi rock formats, Sudhanshu Pandey from Band of Boys remarked.
He continued, We were five young boys who were decent-looking, well dressed, and had five different voices with distinct textures. When Leslie Lewis brought us together, the music he produced for us was incredible and unlike anything heard before. There was something very simple about our songs that worked.
Although the band couldn’t endure over time, they surprised everyone with their announcement of a revival. Indi pop has made a significant comeback, but people are still focusing on elements that can garner more popularity. I don’t blame anyone for that because popularity is essential. If you’re creating something, you want your audience to listen to it. It’s the responsibility of the artist to produce content that resonates with the masses, he explained.
MODERN-DAY INDI-POP
A new generation of Indian artists is now carrying the torch, experimenting with the genre and blending it with contemporary elements to create fresh sounds. The rising popularity of independent artists and social media has also opened doors for emerging Indi pop musicians to connect with a wider audience.
Regarding modern day Indi pop, Suchitra Krishnamoorthy stated, There is some fantastic music being created. I am a huge fan of Diljit Dosanjh, and I loved Maan Meri Jaan. Indian pop music is becoming more regional, with every state and language producing its own stars. It’s a great time for music.
She added, While opportunities abound, there’s also oversaturation. Now, anyone sitting at home can produce an album without significant investment. The only downside is that in today’s landscape, attracting the audience’s attention is quite challenging. The success or failure of a song is often determined by algorithms rather than the artist’s talent.
Baba Sehgal expressed his view that modern day Indi pop songs are driven by clicks. He stated, Indi pop today is just one click away. Click a link, and you get to see various non film songs. However, the originality of the genre has been completely lost due to a lack of support from record labels.
The future of Indi pop appears promising. While time travel might be the only way to return to its earlier charm, there is room for new innovations as well. And what’s life without a little upgrade? With bands like Band of Boys launching a 2.0 version and artists like Alisha Chennai, Baba Sehgal, and others actively revitalizing the genre, it’s safe to say that not everything lost is destined to remain lost forever.
