The popularity of non-film music is growing steadily, with several artistes coming out with albums and singles that go viral on social media in no time. Such music also gets compared to film songs — something that singer Akriti Kakar finds rather unfair.

The 35-year-old explains, “During the pandemic, since movies weren’t being made, there was no film-music at all. It was the perfect void to be filled by us (indie artistes)... Now, when film music is back with a bang, it doesn’t mean non-film music won’t be able to sustain itself. It simply means the power and budgets of production houses for movies is way larger than the budget assigned to non-film songs, hence they would be little less heard as compared to movie songs.”

Since she produces her own music and videos, Kakar points out that it’s harder to find a window to be heard on music channels, whether on television or radio.

“It takes longer, but eventually, good music finds its way. If there’s anything that the pandemic has done, it is encouraged all artistes to put forth their voice sans fear,” says the Saturday Saturday (Humpty Sharma Ki Dulhania) and Iski Uski (2 States; both 2014) hitmaker, adding that for self-funded music, finding an audience remains the biggest challenge even today.

“The marketing and promotions bit is the real challenge — competing with the multi-million views situation on songs backed by labels or from movies. But for me, it’s only about pouring my heart into it,” Kakar ends.