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For most of the 20th century, the phrase "India entertainment content" was synonymous with one thing: Bollywood. The glitz of Mumbai’s film industry dominated the cultural imagination, from the romantic valleys of Kashmir to the disco beats of the 90s. But to define modern Indian popular media by its Hindi-language cinema alone is like defining European cuisine by bread alone.
India has over 450 million YouTube monthly active users—more than any other country. Creators have become bigger stars than film heroes.
Some popular Indian music artists include:
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