In the early 2000s and beyond, Bollywood celebrities frequently made appearances in Indi-pop music videos, bringing with them their star power, widespread fan bases, and undeniable glamour. It was a formula that worked—a catchy tune paired with a well-known Bollywood face guaranteed high visibility for the music video. Names like Amitabh Bachchan, Hrithik Roshan, and Govinda were among those who added layers to the songs.
Many actresses first won hearts through India’s thriving indie pop music scene in the late 90s and early 2000s. Vidya Balan, Amrita Rao, Sameera Reddy, Preeti Jhangiani, and Bipasha Basu gained recognition through iconic music videos before stepping into films. Vidya Balan’s charming presence in Euphoria’s Kabhi Aana Tu Meri Gali, Amrita Rao’s fresh-faced innocence in Alisha Chinai’s Woh Pyar Mera, and Sameera Reddy’s serene beauty in Pankaj Udhas’s Aur Aahista Kijiye Baatein made them instant favorites. Meanwhile, Preeti Jhangiani captured hearts in Chhui Mui Si Tum, while Bipasha Basu showcased a softer side in Sonu Nigam’s Tu.
These music videos weren’t just stepping stones but a cultural phenomenon, giving fresh talent a platform and introducing future Bollywood stars to audiences. Even today, these tracks evoke nostalgia, reminding us of an era when indie pop music thrived, telling heartfelt stories that left a lasting impact.
However, in recent years, the trend of featuring A-list stars in music videos has significantly diminished. The last memorable instance of a Bollywood megastar gracing an Indi-pop video was Hrithik Roshan’s cameo in the 2015 song Dheere Dheere by Yo Yo Honey Singh. Since then, such appearances have become rarer as the industry’s focus has shifted toward fresh talent and innovative storytelling.
The Changing Landscape of Music Videos
Yash Haake, the founder of Desi Tadka Music, explains the shift:
“Music videos today are more about fresh talent, unique storytelling, and experimental creativity rather than relying solely on big stars. While A-list actors bring massive visibility, their availability, high fees, and preference for films often make it challenging. Additionally, audiences now appreciate relatability and authenticity, which independent artists and emerging talents bring effortlessly. That said, when a concept truly aligns with a star’s vision, we do see them making an exception.”
This change can be attributed to several factors, with the most prominent being the evolution of the music industry and the way content is consumed. Kumar Taurani of Tips elaborates:
“The music industry has evolved significantly, and the approach to music videos has changed with it. While having big stars undoubtedly adds glamour and mass appeal, the dynamics of content consumption today favor fresh talent, creative storytelling, and relatability over just star power.”
The rise of digital platforms and social media has allowed indie artists to flourish, showcasing their music and creativity to global audiences without needing the backing of massive Bollywood stars.
“Audiences today are more open to discovering new faces and connecting with artists based on their performance and the song’s emotional depth rather than just the presence of a well-known celebrity,” adds Taurani.
A Shift Toward Music, Not the Star
Danish Renzu, a Kashmiri filmmaker and head of the indie music label Renzu Music, echoes this sentiment:
“With so much content and exposure to social media, there is a new wave of indie artists. Anyone and everybody can create content and share it across, hence music labels no longer want to invest big in music videos that used to rely on big stars in the past. Now, music is the star, not who’s in it anymore.”
This democratization of content creation, largely driven by platforms like YouTube and Instagram, has shifted the focus of music videos. The emphasis is now on the artist’s voice, the quality of the music, and the strength of the concept rather than simply who’s appearing on screen.
The Rare Exceptions: When Stars Align
Despite this shift, Bollywood celebrities do occasionally make appearances in music videos when the right concept or narrative aligns with their vision. As Kumar Taurani states:
“The trend is shifting towards innovative content that engages audiences organically, proving that strong storytelling and fresh talent can make just as big an impact as star-studded productions.”
Yet, these instances have become rare. Gone are the days when a popular Bollywood actor could easily be paired with a catchy tune to ensure a hit music video. Today, celebrities are no longer the main selling point of music videos; the music, storytelling, and authenticity of the artists take precedence.
Preeti Varma, who featured in a music video by Euphoria, reflects on her experience:
“I feel that music videos are a great platform to showcase talent and gain screen presence. For someone like me, it took a longer time to land a film, web show, or other opportunities, but music videos helped me grow as an actor. Working with experienced people like Dr. Palash Sen, T-Series, Sonu Nigam, Jaya Kishori Ji, and Kailash Kher was an invaluable experience. Music videos are still an important platform, and aspiring actors should take every opportunity equally—whether it is a music video, web show, or film.”
The landscape of Indi-pop music videos has evolved dramatically over the years. While Bollywood stars once played a significant role in elevating these videos, today’s industry is shifting towards authenticity, fresh talent, and creative storytelling. The rise of digital platforms has democratized music video production, allowing new faces to shine without the need for A-list backing.
While occasional star appearances may still occur, the focus is now firmly on the music and the artist rather than just the celebrity factor. The golden age of Bollywood-infused Indi-pop may have faded, but the industry continues to evolve, finding new ways to captivate audiences.
