As many independent artists are able to produce content that they can relate to, due to their success through apps like Spotify, Gaana, JioSaavn or SoundCloud etc. pros and cons, and learn how music streamers made the world their local scene …
Logical obstacles to overcome
Talking about digitizing music reminds us of the song Saareyan Da Rab Raakha from The Yellow Diary. Group members are of the opinion: âDigitization has enabled independent artists to reach larger audiences all over the world. It has also helped artists monetize their art across different platforms. With digitization, you can control what you want to post, not just meet industry standards. With the logistical obstacles removed, an artist can now concentrate more on his profession. The group is made up of Rajan Batra, Himonshu Parikh, Stuart Dacosta, Vaibhav Pani and Sahil Shah.
Music is supreme
âYou can collaborate with anyone in the world without requiring their physical presence,â says composer, singer and entrepreneur Arjuna Harjai. He has sung for Bollywood films but is equally successful in his independent career. He adds, âThe digital music boom has opened the arena for upcoming artists. With the help of streaming apps, more emphasis is put on the audio aspect. Previously, songs were mostly delivered using a visual medium that focused more on the featured artists than the music. For a musician, it’s important that listeners connect with the artist’s basic DNA, and digitization helps us.
Campaigns and CDs
Delhi and New York-based Rohan Solomon, a popular singer, songwriter, songwriter and sound engineer, believes streaming apps have been a game-changer. He adds, âGetting my tracks on key playlists that have a lot of followers has helped me. I got several DMs on Instagram saying they stumbled upon my music on Spotify. Building a good relationship with the main curators / owners of playlists is a great way to promote your music. However, since streaming is cheap, it means artists don’t make a lot of money.
The wait is over
âPreviously we had to go through a label, and it just wasn’t possible for every artist to release every track through labels. Now we can directly release music with the help of aggregators like OKListen! , CD Baby, TuneCore and get our music on all digital platforms. The long wait to release your music is a thing of the past, “says Azeem Ahmed Alvi, who plays the sitar in The Collective Projekt.
Bridging the gap
With 82.7,000 Instagram subscribers and 39.6,000 YouTube subscribers, the melodious voice of playback singer Mohammed Irfan keeps listeners hooked. He says: âDigital platforms have narrowed the gap between artists and their audiences. It is a significant and welcoming change.
Still a long way …
But does that mean that we are doing enough? Campaigns to promote local artists and independent music via streaming platforms via custom playlists have helped, but is it enough? âThe Indian music industry is still primarily defined by Bollywood. The trend is slowly changing, but we have a long way to go. In addition, big labels such as Universal Music or Sony Music have now started to venture into the independent music space, which is good but there is still a lot to do â, explains Kishan John, group manager. When Chai Met Toast. Members explain how it works. âThere is always an intermediary, for us it will be a distributor, that’s OK Listen! or believe in the music. We give them our music and they supply it to all digital audio stores like Apple Music, Saavn, Gaana, Spotify and others. For each flow, we get income.