'Music industry riding on success of digital & OTT platforms' 

On World Music Day, industry experts and musicians talk about content creation, new launches and emerging trends

e4m by Priyaankaa Mathur
Updated: Jun 21, 2019 2:10 PM
Music Day

Brands, music labels and artists have come together to applaud Digital and OTT platforms on World Music Day. 

We spoke to industry experts and musicians about content creation, new launches and the new trends.  

Vinit Thakkar, Senior Vice-President, India and South Asia, Universal Music Group, spoke in the context of VYRL originals, about how the platform was helping independent artists. “The platforms have acted as a great connect between the artists and their fans to give them a wide reach as well as helping bridge this gap in taking the artist's content and music to their fans and consumers. As a music label, we celebrate World Music Day every day with artists and the content that they create for fans and consumers. All our partners across the board both India and globally have been supportive with our endeavour with VYRL originals.” 

Talking about the changing trends in music consumption, Vinit says, "There is a big shift in the consumption patterns and consumers are consuming content outside Bollywood. We have seen a big rise in non-film independent music with original content. It's our constant endeavour to bring forth talented artists to the audiences.”

Universal Music artist Arjun Kanungo says, “I think the new mainstream is digital as its reach is growing every year. OTT platforms, streaming sites and YouTube all have a massive reach.” 

DJ Paroma gives an industry view about how audio OTT platforms are helping independent artists. “Music is being streamed either for free or at a low cost and every day, thousands of podcasts, online radio shows and songs are being uploaded on the internet.” Social media platforms have given musicians more control over the distribution of music and through the use of services such as Bandcamp, many artists now have the option to bypass industry conventions.

Talking about competitiveness in the market, Paroma said, "The biggest expense for an independent artist goes into production and reaching audiences. Streaming platforms can help curb distribution costs because they have aggregated large music streaming audiences. They have the ability to leverage their data to segment these audiences so that relevant music can reach relevant audiences. This becomes a major advantage for artists as their attempt to build their fan base can be fast-tracked."
“The rise in virtual reality can't be ignored within the music space. I feel wearable tech will transform music-making and music performances in the near future,” she said. 

Singer Akriti Kakar says, "OTT platforms like Saavn, Gaana, Apple Music and Spotify help in pushing independent music. YouTube by itself has been a platform where I’ve released about six covers and reached nearly 200,000 on subscribers. At least, there I get to personally monitor who comes to watch my music, appreciates or dislikes it. I plan my content based on that reality. It’s my direct contact with a whole new diaspora of audience and listeners and it’s quite interesting.”
Singer Sukhwinder Singh says, "Music is becoming the more personalized sense of music and has developed, as the audience is consuming music personally more than they have ever before and from a media consumption point of view music is the no.1 consumed media in the world, not just in India but, anywhere in the world."
Talking from a brand standpoint, Karan Shah, Director, Society Tea, talked about how brands are associating with World Music Day. “In our quest to connect with today’s youth, Society Tea’s music property ‘Sounds of Society’ was born. Sounds of Society is all about presenting the sounds of today, featuring handpicked global artists. It’s a genre-free, no-rules, all-inclusive approach to music-making with talented individuals, bands and artists whose music represents the social and cultural milieu in which we live. The initiative will showcase artists and acts like Hang Massive, DJ Uri,  Delhi 2 Dublin, Vasuda Sharma and Nush Lewis.” 

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