In a landmark move, Sony Music India has taken what is potentially its biggest track this year and put it behind a limited-time paywall. Therefore to be the first one to listen to Pritam and DIPLO’s Phurrr feat. superstar Shah Rukh Khan and the gorgeous Anushka Sharma, listeners will have to pay.

Another massive step in the direction is that a sample video unit of the song will release on YouTube along with the audio on August 3^rd however the full song, much later.

A first in the music industry, this one step by Sony Music India promises to be the change agent for the Indian Music Industry.

Commenting on the same Shridhar Subramaniam, President - Sony Music Entertainment - India and Middle East says, “The concept of ‘everything-free’ will change or rather needs to change to an ecosystem where some things will be free and other things will be paid. The reason ‘Phurrr’ was chosen is because it is the biggest project of the year with an international collaboration so we felt that if we are taking this step then we must do it with a very big song. We needed a big project with a must-listen song that had so much anticipation.”

He further added, “We’re inserting a paid window in the music business which didn’t exist prior to this.”

This means that any consumer / listener who wants to access the song first will now have to pay for the same. This bold decision comes after much deliberation with key partners and stake holders including audio streaming platforms such as Saavn, Gaana, Hungama as well as the producer of the film Red Chillies Entertainment.

The stakeholders do seem to be supportive of the decision, Shridhar says, “At the end of the day, it is the health of the music industry and the health of the platforms that are at stake and this decision directly benefits the health of the creators. They will definitely be in for this. While also for us Red Chillies, Shah Rukh Khan and Pritam embraced this idea whole heartedly.”

What Sony Music India is doing with Phurrr is essentially warming up listeners to pay to access the latest music, via subscriptions. The label promises to follow this through with other tracks going forward.

This is one small step for India and a first for an Indian song and hopefully a move for the better for the music industry.