“Ishq Hai (This Is Love)” – Armin van Buuren x Craig David: A Cross-Genre Collaboration Redefining Global EDM

On August 29, 2025, the world witnessed an unexpected yet groundbreaking collaboration in the electronic music scene: “Ishq Hai (This Is Love)”, a cross-genre track that united Dutch trance pioneer Armin van Buuren and British R&B icon Craig David. The song, featured in Netflix India’s Mismatched Season 3, quickly captured international attention, not only for its sonic quality but also for what it represents — the merging of electronic dance music (EDM) with South Asian cultural narratives, mainstream streaming platforms, and legacy vocal artistry.

This collaboration is more than just another single in Armin’s expansive discography; it’s a case study in global music convergence. It marks a turning point where EDM producers no longer limit themselves to festival anthems or club tracks but instead engage with film, television, and digital storytelling to reach broader audiences. In this in-depth article, we analyze the significance of “Ishq Hai (This Is Love)” from multiple angles: artistic, cultural, commercial, and technological.

The Artists Behind the Track

Armin van Buuren: The Trance Titan

For over two decades, Armin van Buuren has been one of the most recognizable names in electronic music. With his globally syndicated radio show A State of Trance (ASOT), numerous world tours, and a reputation for marathon DJ sets, Armin has built a legacy as a five-time DJ Mag #1 DJ.

In recent years, however, Armin has explored cross-genre collaborations to push beyond trance’s boundaries. From working with pop vocalists like Trevor Guthrie and Sophie Ellis-Bextor to experimenting with crossovers in Breathe Out (2025), Armin’s trajectory shows a deliberate shift: broadening the emotional and sonic spectrum of his music to fit global narratives.

Craig David: The R&B Storyteller

On the other side stands Craig David, a British singer, songwriter, and producer whose career began with the UK garage scene in the early 2000s. Known for hits like “7 Days” and “Fill Me In”, Craig has long been celebrated for his smooth vocal delivery and emotional storytelling.

His involvement in “Ishq Hai (This Is Love)” is significant because it bridges the gap between soulful R&B and progressive trance/EDM. Craig’s voice provides the warmth and narrative depth that EDM tracks often lack, while Armin’s production supplies the energy and atmosphere that elevates Craig beyond his traditional pop and R&B base.

The Context: Netflix India and Mismatched Season 3

Why Netflix India?

The placement of “Ishq Hai (This Is Love)” in Mismatched Season 3, a romantic drama popular on Netflix India, highlights the strategic use of streaming platforms as global music incubators. South Asia, particularly India, is one of the fastest-growing markets for digital streaming. Netflix has invested heavily in original Indian content, and music is a crucial part of that ecosystem.

For Armin van Buuren, this collaboration is a way to tap into the South Asian diaspora while introducing trance and EDM to audiences who may primarily consume Bollywood or indie pop soundtracks. For Craig David, it opens access to a younger demographic that consumes music via Netflix rather than traditional radio.

The Role of Cultural Narrative

“Ishq Hai,” which translates to “This Is Love” in Hindi/Urdu, isn’t just a title — it reflects the cultural blending that defines modern global music. By embedding an English-language EDM song into an Indian series, the track becomes a bridge between cultures, reinforcing music as a universal language of emotion.

The Song: Sonic Architecture of “Ishq Hai (This Is Love)”

Musical Elements

• Vocals: Craig David’s velvety delivery sits front and center, weaving soulful lines about love and connection. His phrasing recalls his early 2000s hits but with maturity and depth gained over decades.

• Production: Armin’s production layers lush synth pads, progressive house beats, and subtle trance arpeggios. Unlike his harder festival tracks, this song leans into melodic and atmospheric textures, reflecting its placement in a romantic Netflix series.

• Instrumentation: The track uses both electronic and acoustic elements. Sitar-like plucks and tabla-inspired rhythms subtly nod to South Asian traditions without becoming pastiche.

• Chorus: The phrase “This is love” serves as both a lyrical hook and a universal message, echoing across cultures.

Style and Genre Fusion

“Ishq Hai (This Is Love)” isn’t strictly trance, nor is it conventional R&B. Instead, it exists in a hybrid zone: a track that could work in a club set, a Netflix montage, or a radio playlist. This versatility is crucial in today’s streaming-driven environment, where songs must resonate across multiple platforms.

Fan and Critical Reception

Global Fans’ Response

Within hours of release, the track trended on Twitter (X) and was heavily shared across Instagram Reels and TikTok edits featuring scenes from Mismatched Season 3. Fans praised the unexpected collaboration:

• “Didn’t think I needed Armin x Craig David until now.”

• “This is the definition of global music: Dutch DJ, British singer, Indian series, worldwide audience.”

Critics’ Analysis

• Billboard described the track as “a masterclass in cultural crossover, proving that EDM is no longer confined to clubs but embedded in mainstream storytelling.”

• DJ Mag highlighted Armin’s versatility: “From trance titan to cross-platform composer, Armin van Buuren adapts yet again, this time with Craig David by his side.”

• The Guardian praised Craig David’s vocals for “humanizing electronic layers, making the track accessible to non-EDM audiences.”

The Business and Marketing Angle

Strategic Positioning

By releasing the track through Armada Music and integrating it into a Netflix original, Armin maximized both streaming reach and cultural visibility. This move aligns with the industry’s pivot from album sales to content partnerships.

New Market Penetration

• India’s streaming market is projected to grow by 20% annually through 2030. By aligning with Netflix India, Armin and Craig tap into a region often overlooked by Western EDM giants.

• South Asian diaspora across the UK, US, and Canada further amplifies the track, making it not just a regional hit but a global talking point.

Branding and Legacy

For Armin van Buuren, this track reinforces his identity as a global ambassador of electronic music. For Craig David, it rejuvenates his brand, positioning him as relevant in 2025 by collaborating with cutting-edge producers rather than solely relying on nostalgia.

Cultural Significance

Music as a Global Language

“Ishq Hai (This Is Love)” embodies the idea that love and music transcend borders. Its trilingual resonance (Hindi/Urdu, English, musical “language”) positions it as more than entertainment; it’s cultural diplomacy.

The Rise of Cross-Genre Collaborations

This track reflects a broader industry trend: from Coldplay x BTS to Shakira x Bizarrap, the most impactful songs of the 2020s are collaborative and cross-cultural. Armin and Craig are riding this wave, ensuring their relevance in an era defined by global connectivity.

Future Prospects: What’s Next for Armin and Craig?

For Armin van Buuren

• This collaboration suggests Armin will continue exploring film/TV soundtracks and cross-cultural projects.

• Expect more Asian market integrations, possibly with Bollywood or K-pop artists.

• His brand A State of Trance could evolve into a multimedia storytelling hub, not just a radio show.

For Craig David

• “Ishq Hai (This Is Love)” reintroduces Craig to a new generation.

• Future prospects could include more EDM collaborations, festival appearances, or even a dedicated “Craig David remixed” album.

For Global Music

This track is a template: legacy artists plus global DJs plus streaming platforms equals borderless music hits.

Conclusion: Why “Ishq Hai (This Is Love)” Matters

“Ishq Hai (This Is Love)” is not just a song; it’s a manifesto for the future of global music. By uniting Armin van Buuren, Craig David, and Netflix India, the track demonstrates how cultural crossover, digital platforms, and genre fusion can redefine what music means in 2025.

It stands as proof that EDM, once seen as niche festival music, is now embedded in mainstream storytelling. It also shows that legacy voices like Craig David’s can find new life when paired with visionary producers.

Above all, “Ishq Hai (This Is Love)” embodies its title: it’s a celebration of love — not just romantic love, but the love of music that connects continents, cultures, and generations.