Every few weeks, yet another old song seems to find its way back into the spotlight. Once off the charts, they are suddenly everywhere again – resurfacing in TikTok videos and Instagram Reels as if they never left. These unexpected comebacks have now become the most fascinating patterns in today’s algorithm-led music culture. And now the question is whether listeners are drawn to the song itself, or to the catchy edit that’s keeping audiences hooked.

Instagram has recently extended the maximum length of its Reels feature to three minutes, doubling the previous limit of 90 seconds, according to a recent announcement by Adam Mosseri, Head of Instagram.

The music scene in South Asia has always been vibrant, but traditionally it has been dominated by the juggernaut of Bollywood soundtracks established by thriving labels. The industry is now witnessing a seismic shift, fueled by the democratising power of social media and the rise of short-form videos. Instagram reels have become a breeding ground for independent artistes who are bypassing traditional gatekeepers and building massive followings with their captivating narratives and infectious music.