Radio City digital media & new business SVP & business head Rachna Kanwar sheds light on the changes in the industry and the road map for indie artistes:
The journey of independent music has been as amazing as the music itself. Indie music comes from a rich legacy of diverse genres and styles in Indian music ranging from folk and classical to contemporary and has huge influences of world music too. The resulting sounds though fascinating have lived a neglected existence. Indie music comprises of a wide array of genres and languages, unusual sounds and beats, offbeat rhythms.
Despite film music dominating the scene, Indie music has always had an audience of its own. In recent years however, the scenario has changed a lot with the growing reach of technology. Independent music speaks a language that isn’t shackled by any barrier of language, genre, geography; it’s a universal language that deserves an audience that is global. Today, an independent musician from anywhere in the world can reach millions of listeners through an array of music and video portals. Democratization of independent music has happened in the true sense of the term. Advanced technology and software also means a musician can record a tune anytime, anywhere. Technology has opened the doors of freedom in music production and distribution.
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Independent music has had a truly glorious run in the past decade with the world waking up to the likes of The Raghu Dixit Project, Midival Punditz and Indian Ocean. Raghu Dixit performing before the queen of England has been a major highlight. From the ashes of neglect and ignorance, independent music has risen to claim its rightful place in the world music scene.
Recently genres like Electronic Dance Music (EDM) are also coming up alongside Rock, Pop, Metal, EDM, has infact, claimed a following of its own with international artists coming and performing in India and people otherwise not inclined to indie music, joining the fray. The college fests, on the other hand, have always been high on Rock and Metal. The popularity of live gigs has skyrocketed. International bands touring India has built up a concert-culture in the country, giving exposure to the local bands as well.
With Bollywood embracing indie music, it has successfully gone mainstream. Indie music has managed to maintain its essence, marking a true victory. A major boost has been provided by web radio that has given indie music the exposure that was long due.
Independent music gives complete autonomy of production to the artiste. Right from the lyrics and tune to recording – an artiste truly gives birth to the music. There is no fixed formula, it’s all about unleashing the true creative spirit. The faith needs to be unfaltering. This is where lies the importance of recognition like Radio City Freedom Award. The award touches every genre under the independent music umbrella – rock, pop, fusion, metal and electronica. An esteemed panel of judges comprising of veterans like Atul Churamani, Luke Kenny, Yotam Agam, Midival Punditz and Nandini Srikar – will make sure no talent goes unnoticed. In addition, a diverse and strong interim jury panel will comb through the initial flood of entries.
Independent music is not just music but a movement, a cult, which deserves to reach the widest possible audience. This movement symbolizes the talent and passion of ages. Let music truly find freedom with Radio City Freedom Award.
