How TikTok and Instagram Reels Rewired Punjabi Music Discovery
Short-form video platforms have fundamentally changed how Punjabi songs go viral — and it's transformed how artists create music in the first place.
The path from unknown song to global hit used to take months of radio play, label promotion, and gradual word-of-mouth. Now it can happen in 48 hours through a TikTok trend. And Punjabi music has been one of the biggest beneficiaries of this shift.
The 15-Second Test
TikTok and Instagram Reels have created what music industry analysts call the "15-second test": if 15 seconds of your song can soundtrack a compelling short video, it can go viral regardless of who you are or where you're from. This democratization is particularly powerful for Punjabi music, which is rich in quotable lyrics, strong rhythmic hooks, and emotional moments that lend themselves to visual content.
The Hook Economy
Research by Will Page, former chief economist at Spotify, in his book Tarzan Economics, describes how streaming platforms have created a "hook economy" where the most memorable 5-10 seconds of a song drive its success. Short-form video platforms amplify this further. Punjabi artists have adapted by frontloading their most impactful moments — putting the catchiest hook or hardest-hitting lyric early in the track.
Viral Case Studies
Multiple Punjabi tracks have gone global through short-form video virality. When a Punjabi song becomes the soundtrack for a trending format — dance challenges, transformation videos, comedy skits — it reaches audiences who would never have searched for Punjabi music on their own. This "accidental discovery" is one of the most powerful growth drivers for the genre.
The Double-Edged Sword
But there's a tension. Songs optimized for 15-second virality aren't always the best songs. The pressure to create "TikTok moments" can push artists away from the deep storytelling and complex production that makes Punjabi music great. The best artists navigate this by creating tracks that work both in 15-second clips and as full listening experiences.
Discover Punjabi music beyond the algorithm on ApnaMusic.
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