'Mirzapur: The Movie' Becomes The First Hindi Film Album Released To Paying Subscribers First
Excel Music put the full soundtrack out on 1 September under Universal Music India's 'Hear It First' scheme, with free listeners waiting their turn.
The soundtrack to Mirzapur: The Movie came out on 1 September, three days before the film reached cinemas, and not everyone could hear it. The album went first to premium subscribers on Indian music streaming services. Listeners on free, ad-supported tiers had to wait.
It was the first Bollywood album released through Universal Music India's "Hear It First" initiative, which gives paying users early access to major new releases. It was also one of the first albums on Excel Music, the label Excel Entertainment launched in August with Universal as a strategic shareholder.
From series to cinema
Mirzapur ran three seasons as a streaming crime series before Excel took it to theatres. The film brings back Pankaj Tripathi, Ali Fazal, Divyenndu, Shweta Tripathi Sharma, Rasika Dugal, Shriya Pilgaonkar and Abhishek Banerjee, and adds Jitendra Kumar and Ravi Kishan. Release was set for 4 September.
The lead single brought in Haryanvi rapper Dhanda Nyoliwala for his Hindi film debut. His "Do Numbari" from the album was one of eight Nyoliwala tracks on Spotify's India Top Songs chart in September.
The producer's side
Producers normally want their songs everywhere on day one, because opening-week chatter sells tickets. Holding an album back from free tiers, even for three days, runs against that habit.
Vishal Ramchandani, chief executive of Excel Entertainment, said it was about the industry. "Building a stronger paid music ecosystem is important for the long-term growth of the Indian music industry," he said in a statement. "'Hear It First' gives fans another reason to subscribe while creating greater value for artists, labels and the entire ecosystem."
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He added that Excel wanted Excel Music "to be at the forefront of initiatives that help grow and strengthen the industry".
Universal's window
The release sits inside Universal's wider policy, in force since the end of August, of giving new music to paid subscribers for 72 hours before it reaches free tiers. With a stake in Excel Music, Universal had a high-profile Hindi film album to try it on.
Three days is short. For a film soundtrack, though, they are the three days before the film opens.
(Source: official press release, Spotify India statement)
