Spotify has expanded its Haryanvi music offering in India with the launch of Haryanvi 101, a new flagship playlist that arrived last week.
The addition follows the January debut of a dedicated Haryanvi music hub on the platform. Spotify said that move responded to a near sevenfold increase in Haryanvi listenership between February 2023 and February this year.
Playlist growth data#
Over the past year, listenership for Hot Hits Haryanvi rose more than 29%, while Trending Now Haryanvi grew over 58% and Rap 91 Haryanvi increased by more than 18%, according to data shared by Spotify.
“The audience for Haryanvi music was always there, but the emergence of fresh, modern sounds coupled with rooted storytelling is driving the growth of the language to a whole new level,” said Unni Nambudripad, head of editorial at Spotify India.
Artists behind the rise#
Spotify pointed to two acts as key contributors to the surge. The duo Banjaare scored two No. 1s on Spotify’s Top Songs chart for India with the hits ‘Bairan’ and ‘Barsaat’.
Rapper Dhanda Nyoliwala currently has eight tracks on Spotify’s 200-position Top Songs chart for India. They include:
- ‘Boom Shaka’, a collaboration with Hindi hip-hop star Kr$na
- ‘Do Numbari’, his contribution to the soundtrack of Mirzapur: The Movie
- ‘Kath Lagda’, his feature on Punjabi singer Navaan Sandhu‘s track
- ‘Russian Bandana’, his breakthrough smash
- Four tunes from his top ten album Kohram
