The actor, producer, and entrepreneur says his company, JJust Music, also hopes to facilitate collaborations with global artists to explore cross-cultural projects

CJ Desk

Non-film music, from ghazals and folk hits to Indi-pop, has long offered a counterpoint to mainstream film scores. Today, platforms like Spotify, YouTube, and Apple Music are empowering aspiring musicians to create music independently, sparking a new and powerful alternative industry.

Actor, producer, and music entrepreneur Jackky Bhagnani believes this shift is significant. His company, JJust Music, is helping lead the way in this transformation by offering a platform for independent artists to showcase their work. “We aim to play a key role in steering the shift towards independent music by supporting talented artists,” he says. “Our platform prioritizes creative freedom and helps break through the clutter to reach wider audiences.”

Bhagnani also highlights how Gen Z is reshaping music tastes, seeking music that is personal, original, and diverse. “Independent music is giving healthy competition to mainstream music because there are more platforms for artists to create and share music that resonates with them,” he explains. Just Music supports this evolution by giving emerging artists the freedom to experiment with new sounds, styles, and themes.

The company provides access to high-quality production, marketing strategies, and distribution networks to help these artists reach a broader audience while preserving their unique artistic identities. Bhagnani also hopes independent musicians will soon gain recognition on international platforms. “We are working towards this by facilitating collaborations with global artists, exploring cross-cultural music projects, and using digital platforms to take Indian music beyond borders,” he concludes.