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In the bustling streets of Dhaka, the rickshaw pullers hum tunes by Habib Wahid. In the quiet drawing-rooms of Kolkata, pensioners lose themselves in the nostalgic melancholia of Rabindra Sangeet. On a teenager’s smartphone in London’s Brick Lane, an AI-generated remix of a Lalon folk song loops for the hundredth time. For creators and marketers, the takeaway is clear: