Music Inc. 2019: ‘The dream is to have a million views in as short time as possible’

Industry experts and artists talked about bringing music alive through social media on the second day of Music Inc 2019

Music Inc

On Day 2 of Music Inc 2019, industry experts and artists took part in a discussion on bringing music alive through social media experiences. 

The moderator of the discussion was Biswamitra Ray, Head Creator Partnerships, Facebook India; Nirali Kartik, Maati Baani; Vikas Boni, Head - MTV Beats, Business Planning & Content Partnerships, Youth, Music &English Entertainment, Viacom18; Shreyas Srinivasan, CEO, Insider.In, and Bindu Subramanian, Singer-Songwriter & Entrepreneur. 

Ray opened the discussion saying, “More than ever before, consumers now have the opportunity to connect with artists they love.” That was the essence of the discussion that followed.

Asked how big a role social media played in her journey, Subramanian said: “I think social media has undeniably become integral to what all of us do. When we started out, the dream was to be on a big stage in front of people. Now the dream is to have a million views in as short a time as possible. It's also gone to a place from where we want a million views to a place where we want people to react to our work in a meaningful way.”

On collaborations through social Nirali Kartik, Maati Baani said,"Social media was the first platform on which we could experiment with our music. We’ve used social media to find artists to collaborate with, we’ve collaborated with 200 musicians across the globe through social. It has done amazing things for folk music. What social media can do is make regional content cool. It can churn rockstars out of folk artists.”

On the business side of social media and what role it has played in making his business model a success, Shreyas Srinivasan, CEO, Insider.In, said: "In a lot of ways that for us was the first step. Most of us are social babies. When we think about products and digital distribution the first thing is social. The thing to think about is the shift that happens in social. The shift is from authenticity to inauthenticity. When something starts and it's small, it's the most authentic thing you can find and then it goes to being inauthentic but you have massive distribution.”

And where does the television medium fit in the scheme of things vis-à-vis social media, Ray asked. As per Vikas Boni, "VH1 and MTV are strong music brands. For us these channels haven't been linear broadcast channels. We’ve always tried to do something different with artists and something different with content. If you are only wearing a TV channel hat then your thinking is restricted. With Raja Kumari, we did a live event at the Facebook office. We got great numbers and were very impressed. Similarly, we’ve partnered with other artists. And artists got a chance to talk to their fans.”

Wrapping up the session, Ray did a quick fire round with the panellists on what they would like to see in the future and how they saw social media unlocking it? Bindu said in the future we should make the medium more collaborative, make it more local and more personalized. On a similar note, Shreyas said the key thing for the future was not about having a 10 thousand fans but a 1,000 true fans. For Vikas, the future was all about interactivity, while Mitali hoped the future would find ways to promote folk music and make it cool. 

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