Ritviz, creator of ‘Hindustani dance music,’ almost matched touring income with streaming last year.
Between April and December 2020, Ritviz’s 118 million on-demand audio streams earned him more than Rs10.6 million after distributor Believe’s 20% revenue cut. As his manager Rahul Sinha, founder of the firm Under the Radar, tells, audio stream revenue will account for almost 60% of Ritviz’s total income for the 2020-21 fiscal year, which ends on March 31.
Ritviz has also benefited from his music’s distinct sound. He established himself by fusing pop and EDM and embellishing them with Hindi lyrics and elements of Indian classical and folk music. The indie artist has “started a new genre of playful electronic music,” says Nurani. “There’s always a musical hook line and a lyrical hook line in his songs.”
When the streamer launched in India in 2019, Ritviz had about 34,000 followers, according to Chartmetric. As of Thursday , he had more than 683,000. Sinha began managing Ritviz in 2017 while an employee at Only Much Louder , an Indian entertainment conglomerate. The electronic music artist was signed to the label until 2019 when Sinha left the company, taking Ritviz with him.
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