Aug 16, 2026 10:00pm IST
Gen-Z Behind Surge In Demand For Live Devotional Music Experiences (EXCLUSIVE)
Devotional music has moved from the nearest house of worship to open-air concerts and indoor jam sessions that are popular with India’s youth. Consumption of music in this genre in the live space has seen a surge, thanks to bhajan clubbing, an on-the-rise nightlife trend that blends centuries-old Hindu bhajans and kirtans with heavy bass, techno beats and live acoustic jams. These alcohol-free gatherings replace standard club culture with communal chanting, dancing and tea.
The change isn’t just limited to live experiences, online it is social platforms like Instagram and YouTube pushing fast-paced devotional clips for a younger spiritually-inclined India that is using these spaces to express cultural pride and emotional release without traditional temple structures. Not just in India but across the globe, non-resident Indians and people across ethnicities are taking part in this “resurgence” of spiritual and devotional music.
While some fans praise this modern accessibility, detractors and purists argue that fast beats turn sacred rituals into performative entertainment. Some applaud the creativity and accessibility of the performance, others express concerns about preserving the sanctity of these religious expressions.
Variety India spoke to a cross-section of musicians on this phenomenon…
Short-lived wave or lasting surge?
“Devotional music has always been a grounding anchor,” observes spiritual orator and devotional singer Jaya Kishori, adding that the rise in popularity is likely because “modern life feels so heavy. People are restless and searching for peace, but they also want an uplifting surge of energy.” She further opines, “Devotional music provides a healthy, positive high that truly sustains you.”
Gen-Z’s role in the massy, urban appeal of spiritual music cannot be denied, says Neelkanth Pandit, Senior Manager – Content Acquisition, Times Music. “Artists in the genre are becoming bigger, especially in terms of live shows,” he adds.
Suresh Wadkar, a prominent voice in devotional music, believes that film music “has touched a nadir” and that he is happy that “‘bhakti music,’ so as to speak, is on the rise.”
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Bhajan maestro Anup Jalota isn’t as kind or accommodating. Noting tersely that “there is an easy way out in everything and this is so for devotional singing today.” And that “most of these new singers are not fully trained and have thus not understood the essentials of traditional music and verse, or absorbed them,” like his father Purshottam Das Jalota and he have, having trained in classical music. Commenting on the longevity of his tradition, he maintains, “Four generations have enjoyed my music over the last 50 years.” He calls the current trend out as “just a wave.”
He feels they’re cashing in on a current craze. “This is not serious music, because there is little understanding,” he feels. “The singing and dancing may have some feeling but lack depth. But I guess if live shows are being enjoyed, it’s a good thing,” he concludes.
Artists driving the impact
Pandit lists Agam Agarwal, who has released numerous hit devotional tracks, chants and ambient spiritual albums through their label. He also mentions Ishan Mitra, Indresh Upadhyaya and others.
Sneha Singh, a devotional artiste development & talent management specialist, has a longer list: Swati Mishra from Purvanchal, Abhilipsa Panda and the duo Dhruv Sharma and Swarna Shri. She further mentions Radhika Das, an Indian born, raised, and based in London, and the American ‘kirtankar’, Krishna Das (born Jeffrey Kagel) and Janhavi Harrison, the British musician known for her kirtans as well.
Tech support: Boon or bane?
Jaya Kishori feels that the core essence of devotional/spiritual music should not be distorted. She believes, “If the message of peace or the intent gets lost, the music loses its sacred purpose. Technology only truly serves devotional music when it acts as a clear, pure channel for spiritual healing and bringing people together.”
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Behind the lure
Kishori believes that people desperately need a sense of calm and that devotional music, mantras and shlokas offer exactly that. She adds, “This is backed by a deep sound science rooted in Indian classical ragas, which were originally crafted to heal specific physical and mental ailments while also praising the Almighty and his mercy.”
She continues, “This music isn’t just for a specific group. It’s a powerful lifeline for anyone navigating tough times. I believe people step into this space for many different reasons. Expressing oneself through movement is naturally therapeutic, and when combined with devotional music, it elevates the experience into a higher space of comfort and restoration.
Pandit admits that the spiritual vibe reassures youngsters in this age of social pressures and competition, noting, “Such programmes have now spread across India, from cities to Tier-2 and Tier-3 centers.”
Anuradha Paudwal believes that “it is the collective grandeur that makes the difference.”
Scale demands heightened economies
But large-scale events demand bigger investments by parties who support this movement. “The artistes, musicians, and crew who dedicate themselves to this work have families to support, and creating high-quality sacred spaces naturally demands a budget. Big, uplifting movements require an ecosystem to sustain them,” believes Jaya Kishori.
Paudwal agrees and notes, “With corporates coming in and putting in crores, a humble event can become a big one”.
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