Building a Cultural IP in India’s Evolving Music Economy India’s music economy is changing - not quietly, not incrementally, but fundamentally. What was once an industry defined by albums, labels, and airplay is now shaped by experiences, communities, and cultural memory . Streams are abundant, attention is fleeting, and virality often outpaces value. In this environment, the most enduring question is no longer “How many views did it get?” but “What did it leave behind?” Thi