Niral Desai’s Song “Pyaar” Goes Viral On TikTok

Yuni Morales
2 min readFeb 16, 2024

Niral Desai’s goes viral after TikTok pulls UMG deal Niral Desai, an independent artist, has catapulted into the limelight following Universal Music Group’s (UMG) decision to pull its vast music catalog from TikTok. This move by UMG has inadvertently opened the floodgates for independent artists to shine, and Desai immediately saw the results of it. Last week, Desai’s song “Pyaar,” a unique blend of Bollywood pop with Hindi undertones and an American music tempo, went viral on TikTok.

This sped-up version of his song amassed an impressive 5 million views, with over 1400 TikTok users incorporating it into their content. The song’s catchy beat and cross-cultural appeal have made it a favorite among TikTok users, highlighting the platform’s power to elevate music from across the globe to viral status. UMG’s decision to remove its music from TikTok has sparked a significant shift in the platform’s musical landscape. With the absence of tracks from some of the biggest names in the industry, there’s been a noticeable void. However, this has created an unprecedented opportunity for independent artists like Desai to get their music heard by a global audience.

The platform, known for its role in the virality of songs and artists, is proving to be a fertile ground for those outside the traditional music label system. The success of “Pyaar” on TikTok underscores a broader trend where independent music finds a more level playing field on social media platforms. Without the backing of major labels, these artists often face challenges in getting their music heard. However, TikTok’s algorithm, which favors user engagement over industry promotion, allows for organic growth and discovery. This democratization of music promotion is enabling talents like Desai to break through the noise.

As TikTok continues to be a pivotal platform for music discovery, the absence of UMG’s catalog is likely to encourage more independent artists to utilize the platform for exposure. This shift could lead to a more diverse and vibrant music ecosystem on TikTok, where a wider variety of musical genres and artists can gain recognition and success. Moreover, the virality of songs like “Pyaar” recently shows that we will get a new palette of music. Alongside also shedding a light on newer creators and musicians .

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Yuni Morales

Music Journalist/Publicist based in Miami, Florida — follow me on Twitter: @mindfulmami222 let’s connect!