There are many issues that stares the music industry at its face. What needed was a platform that not only discussed the issues threadbare, but try resolving some of these very issues. Rajesh Iyer was pleasantly surprised at what he encountered at the recently held Nokia Music Connect as he analyses the entire event, some of the important sessions and its overall fallout.
The convergence of names and faces that make the music industry in the country – and, abroad, as well – at one place was more than just symbolic. They were there for a cause and the wide coverage seemed certain to take note of all the issues of the music industry. On the 16th and the 17th of November, Nokia Music Connects conference held in Mumbai brought together representatives from all music related fields to provide the Indian music industry and its allied sectors a common platform to discuss major issues and challenges faced in the music business.
With more than 75 proficient Indian and International music panelists and speakers, the two-day long music conference which is being held for the third time, also analysed major changes that have evolved in the Indian music industry. Speakers at the panel shared their expertise on music in Bollywood films to Indian pop, religious, regional pop, classical music, the digital value chain, live music scene and the future of independent artistes. The event also witnessed unique live performances by Grammy award winner Imogen Heap and a Rajasthani folk ensemble.
Opening Notes
After the initial hiccup of beginning slightly late, the lamp was lighted by Mr. Yash Chopra, symbolizing the beginning of the conference. Nokia proved that they are more than just mere sponsor and are actively involved in the music scene. The sentiment was evident even in the keynote. Speaking on the occasion, Nokia India MD Viral Oza said, “A forum such as this one offers an ideal platform where diverse industry voices coalesce to build and strengthen the music and entertainment ecosystem; all the more so, since the Indian music industry and the entertainment industry at large is poised for momentous change.”
Speaking on the behalf of the entire music industry, Vijay Lazarus (President, IMI / PPL) detailed the progress made by the industry at large since the last time the conference took place. In his opening key note, Mr, Lazarus pointed out there has been a spectacular growth in music revenues, thanks to the spread of digital. Today, consumers world-wide are driving the music revolution and changing the way they access entertainment, and music companies, in turn, are embracing the digital medium.
Talking Digital
Digital is the new mantra the world over and the world of music is no exception. The sessions, ‘Talking Digital’ discussed the pros and cons of digital world viz a viz music. Neeraj Roy of Hungama, one of the speakers, showcased how music through mobile has become more than just a rage. He revealed that through a youth music study done by a mobile brand in India, mobile phones have become the most accessible device to listen music. The study showed that more than 90% youth consume music through mobile phones, while 80% do so on TV and only 40% on Radio, showcasing the potency of the new medium. Even though this shift was only obvious, the flip side of the study was a cause of concern for most; the shocking fact that though 40% of the youth spend on music, almost ¾ downloads are pirated with the youth exchanging music illegally. Piracy, everyone agreed, was a big menace and digital medium has only given impetus to this Frankenstein monster and steps were needed to curb it.
Music Beyond Films
Another major session, which drew a lot of attentive and participative audience, was this. Moderated by On Mobile content head Atul Churamani, the panel looked at not just the happy tidings, but the uphill tasks that non-film music faced in the country. One of the interesting points that came out in the discussion was the major problems independent artists faced. One among the problems was that of being recognized by the artiste manager and given a fair audition. Speaking on the difficulties faced by these emerging young talent, Ben Thomas of Kurian n Co stated, "It's still difficult for upcoming artiste to make his mark in the very competitive Indian music scenario. It's very important for an artiste to deliver the right kind of content but along with it, it's equally necessary to have the right backing."
E18 CEO Farhad Wadia however differed with Thomas when he said, "I don't feel the artiste today faces any difficulty in being recognized. But I agree that an artiste has to deliver the right kind of content. Once artistes deliver good or rather right music, then they can easily attract a manager and record labels." Having said that, Wadia also stated that social networks such as You tube and Artistaloud, who organise webcerts and live gigs were platforms for new artists to showcase music. Despite the scales tilting on either side of the argument, everyone felt that more needs to be done in terms of some organized platform for more talent to emerge.
Cool Britannia
Very encouraging for the music industry was the session on ‘Cool Britannia’ held by the British Council that spoke on the opportunities that abound in the land of the “world’s number one test cricketing nation,” as one panelist proudly proclaimed. The panel that included among others Martin Elbourne from the Glastonbury Festival, Tom Baker Founder of Eat Your Own Ears and other UK management agency heads and bookers. Tom Baker stated that one of the factors that could give a fillip to getting Indian artists a chance to get to UK to perform would be to make their music popular in India first and at the same time through social media get it popular there, so that before the artist reached the UK, they would already have a chunk of fans waiting to welcome them. Elbourne added that the Indian diaspora would also give a lot of support if they have heard your music. It was encouraging for artists in India to explore a completely new avenue to showcase their talent.
There was a sort of twist in the tale when an interesting point was mooted. The panel also discussed another possibility of an exchange programme whereby UK artists can work in Bollywood.
TALKING DIGITAL
Digital is the new mantra the world over and the world of music is no exception. The sessions, ‘Talking Digital’ discussed the pros and cons of digital world viz a viz music. Moderated by Ralph Simon (CEO, Mobilium International), the panel included Neeraj Roy (MD &CEO, Hungama Digital Media Entertainment Pvt. LTd.), Vipul Pradhan (CEO, PPL), Vivek Paul (Director – Digital, Sony Music), Kapil Raizada (Director – Appliances & Voice Products, OnMobile), Param Singh (Co-Founder, Saavn.com) and Sameer Nigam (CEO, Mime360). Neeraj Roy showcased how music through mobile has become more than just a rage. He revealed that through a youth music study done by a mobile brand in India, mobile phones have become the most accessible device to listen music. The study showed that more than 90% youth consume music through mobile phones, while 80% do so on TV and only 40% on Radio, showcasing the potency of the new medium. Even though this shift was only obvious, the flip side of the study was a cause of concern for most; the shocking fact that though 40% of the youth spend on music, almost ¾ downloads are pirated with the youth exchanging music illegally. Piracy, everyone agreed, was a big menace and digital medium has only given impetus to this Frankenstein monster and steps were needed to curb it.
THE DEVICE STORY
The interesting session saw the change the music device has undergone: from vinyl to the present time. With a panel comprising of Viral Oza (Director – Marketing, Nokia India), Pradeep Anand (MD, MeraGana.com), Rob Lewis (Executive Chairman, Omnifone), Imogen Heap (Grammy Award Winning Artist), Bharath Subramaniam (MD, XOne), Ashish Joshi (Head-Digital & Business Development for India and SAARC, Universal Music Group India), the session was moderated by Ruuben van den Heuvel (Independent Consultant – Digital, Media, Music, Entertainment, Technology – Asia Pacific, Gateway Entertainment). The panel also wondered what would be the next big medium for listening music. Viral Oza also added need to have a proper body for those in music business and lauded the forum. He said, “A forum such as this one offers an ideal platform where diverse industry voices coalesce to build and strengthen the music and entertainment ecosystem; all the more so, since the Indian music industry and the entertainment industry at large is poised for momentous change.”
NOKIA MUSIC THEATRE
Nokia Music Theatre, in association with Peninsula Studio showcased some Indian folk talent. Rajasthan folk ensemble left the audience enthralled by their sheer talent.
REGULATORY PERSPECTIVE
Hardeep Singh Anand (Lawyer) gave a legal perspective on many aspects of music making that was eye-opener to many in the audience.
REDEFINING THE MUSIC INDUSTRY
Moderated by Mandar Thakur (COO, Times Music), the panel included Adarsh Gupta (Head – Music Business, Saregama India Ltd.), Neeraj Roy (MD & CEO, Hungama Digital Media Entertainment Pvt. Ltd.), Jasmeet Gandhi (Head _ Devices OPM & Services Marketing, Nokia India), Anthony Zameczkowski (Head of YouTube Partnerships, Google Hong Kong Ltd.), Savio D’Souza (Secretary General, IMI & Senior Vice President, MMX) and Rob Lewis (Executive Chairman, Omnifore) and discussed various issues that comprise the entire music industry.
AN AUDIENCE WITH IMOGEN HEAP
Audience lapped up this chance of a lifetime, when they could converse with Grammy winner Imogen Heap. Imogen also gave an electrifying performance using the [MAGIC] gloves, as also gave a perspective on the usage of technology by an artist in an interview with Ralph Simon (CEO, Mobilium International).
REGIONAL PERSPECTIVE
Giving a regional perspective on the entire music scene was Rajesh Dhupad (Joint Secretary, SIMCA).
DIGITAL MEDIA, GLOBAL LANDSCAPE AND THE FUTURE AHEAD
Sandip Biswas (Director – TMT Practice, Deloitte) gave a brief but precise understanding of how music scenario is undergoing a major transformation world over, as also what the future holds for the music industry.
MUSIC PUBLISHING – SOON A REALITY IN INDIA?
This was one of the interesting debate moderated by Vijay Lazarus (President, IMI/ PPL) and with a panel consisting of Achille Forler (MD, Deep Emotions), Peter Jenner (Discoverer of Pink Floyd, subsequent Manager of many, Advisor to WIPO), Brandon Bakshi (Executive Director - Europe & Asia, BMI), Myles Keller (Membership Development Director, PRS for Music), Rakesh Nigam (CEO, IPRS) and S. L. Saha (MD, The Indian Record Mfg. Co. Ltd.). The panelists debated contentious issue of the Copyright Act.
INTERNET/ MOBILE RADIO & STREAMING SERVICES
With the new mediums having become the order of the day, the panel consisting of Prashant Bahadur (VP & GM , The Orchard), T. Suresh (MD, EMI Music India), Raju Singh (Music Composer), Shehzad Azad (Head – Business & Alliances, Spice Digital), Siddharth Roy (COO – Consumer Business & Allied Services, Hungama Digital Media Entertainment Pvt. Ltd.), Jai Maroo (Director, Shemaroo Entertainment Ltd.) and Pradeep Rao (Head – VAS, Aircel) deliberated on the various implications of this change. Moderated by Ted Cohen (Managing Partner, TAG Strategic), the panel also tried deciphering the revenue models for the key players.
MUSIC TELEVISION, REALITY SHOWS – THE OPPORTUNITIES
TV today in India has a lot to thank to music for its upward surge. Reality and music talent hunt shows are some of the most popular ones on TV, garnering huge TRP ratings. But there are larger questions that still remain unanswered. Like, what happens to all the big winners? Have they been able to make a career after the initial glory? These and other such TV and music related issues were discussed by the panel comprising of Neeraj Vyas (Executive Vice Prseident & Business Head, SONY MAX & SONY MIX), Aditya Swamy (Senior Vice President, MTV), Arvind Krishnan (Director – Marketing, Bacardi), Meiyang Chang (Former Indian Idol Finalist), Anushka Manchanda (Singer), Gitanjali Sriram (Founding Partner, Naked Communications) and Gajendra Singh (Founder & MD, Saaibaba Telefilms), which was moderated by Anil Wanvari (Founder CEO, Indiantelevision.com Group).
OF LIVE, AND INDEPENDENT ARTISTES
Moderated by Brian Tellis (Chairman, Fountainhead Promotions & Events Pvt. Ltd.), the panel included Farhad Wadia (CEO, E18), Venkat Vardhan (Founder, DNA Networks), Joji George (CEO, Percept Sports & Entertainment), Sabbas Joseph (Founder Director, Wizcraft), devraj Sanyal (MD, Universal Music Group) and Jayesh Veralkar (Label Head – Day 1, Sony Music Entertainment). The panelists discussed the upsurge in the live music scene in India and what future has in store.
ARTISTE MANAGEMENT
Moderated by Brian Tellis and Jasper Donat (President, Music Matters), the panel included Pakul Chaturvedi (Chief – Asia Pacific, Promo Sapiens), Robert Horsfall (Lawyer/ Business Manager, Sound Advice), Shaan (Singer), Jordan Berliant (Linkin Park Manager), Mark Wood (Imogen Heap’s Manager) and John McLellan (Partner, Haldanes). The panelists understood the current scenario in India of artiste management and whether in future things are going to go the more professional way, like in the west.
All in all, the two day conference was eye opener in more ways than one. Viewpoints were heard, issues were debated, some consensus formed and what every music lover, involved in any which way with music in the country, hoped that some of the points actually trickled on to real life and made some serious impact. For, whichever side of the fence one might have been in any of the debates, there was no denying the fact that for everyone who attended the two-day do, all that mattered was music. Music, after all was the binding force, and should be the ultimate winner.