BBC News Punjabi recently published a feature article and video analyzing the rapid growth of the Haryanvi music industry, its journey from regional popularity to Billboard recognition, and the increasing collaborations between Haryanvi and Punjabi artists.
To better understand the evolution of the Haryanvi music ecosystem, the BBC team reached out to Peddler Media founder and entertainment journalist Parveen Phougat for ground-level industry insights and observations.
BBC Features Peddler Media founder Insights
Insights Highlighted by BBC
Parveen Phougat, who has been tracking and documenting the Haryanvi music industry since 2017, shared key observations regarding the commercial shift in the region:
- The Shift to Original Music: Between 2012 and 2014, very few Haryanvi songs had original music production, often relying on remixes or adapted tunes. The introduction of digital platforms and new directors brought experiments in original sound.
- The Post-2020 Digital Boom: The pandemic lockdown in 2020 accelerated digital adoption in rural Haryana, which established a strong global audience diaspora in countries like Australia, Canada, and the UK.
- Industry Collaborations: As the Haryanvi music audience expands, prominent Punjab-based production companies and mainstream artists are actively collaborating to tap into this new listener base.
Recognition for Our Work
While international media organizations often credit contributors individually, the official BBC News Punjabi video also referenced the platform managed by Parveen. The video featured a dedicated full-screen animated quote graphic highlighting his observations about the 2012–2014 Haryanvi music phase. In addition, the BBC web article included a visual quote card acknowledging his years of documenting the regional entertainment industry.
At Peddler Media, we have spent the last few years documenting underground pop culture, artist struggles, and regional music trends. This recognition by BBC News Punjabi reflects the growing mainstream and corporate interest in the Haryanvi entertainment market.
We thank our audience, creators, and industry partners for their continued trust and support.
References:
- Read the full BBC Punjabi article here: Haryanvi Songs from ‘Pind to Billboard’ – BBC News Punjabi
- Watch the official BBC News Punjabi YouTube video here: Haryanvi Songs’ Journey from Pind to Billboard – BBC YouTube
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