Till last month, Pune-based pop-rock band Fiddlecraft had around 10,000 followers on their Spotify artist account. But then The Family Man released on Amazon Prime, and the band, which has three songs as part of the Manoj Bajpayee-fronted hit show’s OST, Toofan being the most popular, suddenly gained 16k followers. “We now have 26k thousand followers. What happens is if one song travels, the others also get traction,” says Sudeep Shetty, co-founder and manager of the band that’s made up of former IT professionals who quit mainstream jobs to pursue music. 

Why this happened is because Raj and DK, the director duo of Family Man, curated the OST for the show in a such a way that it features stellar indie’s talent, including Swarathama and Bengaluru-based rapper Brodha V. “I think they were following the Bangalore music scene and had heard of Vainko and liked it,” says Brodha V of a song that released in 2019, which the non-indie music listening viewers only heard on the show last month. “Music supervisors, and supervision, is a great help to indie musicians—when we get featured in mainstream shows, it gets us a larger audience.”