MUMBAI: Exploring the non-traditional space in music is very essential for label companies but there are others like Red Bull India who is also exploring the opportunity. ‘Live’ seem to the space that will continue getting the extra attention in coming years so watch-out for the space.
Red Bull India’s ‘Red Bull Tour Bus’ is an interesting initiative that helps to convert a bus into a platform for artistes to perform. Red Bull India general manager Bhaskar Sharma said, “In the past, we have partnered with many college feasts. That’s when we realised that Independent music needs platform and venue. The thought to have a bus was endorsed by Vijay Nair of OML in a way. He said that India truly lacks venues.” This bus was launched on 5 October this year and will be travelling across India. 24 selected bands will be playing in Tier II and Tier III cities where the demand for Indie music exists but venue are major drawback.
Sharma also made it clear that these gigs are not for more than 500 people and will not be a ticketed event.
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Meanwhile, Universal Music India and SAARC and South Asia EMI managing director Devraj Sanyal has planned to have large gigs along with small gigs but with big names. Sanyal said, “We are looking at non-traditional revenue like merchandise, Live and anything that is non-traditional form to make revenue. 50 per cent of the total marketing budget for EMI-UMG put together goes to non-traditional revenue. In 2014, one will see lot of activity in live space. UMG-EMI will get 10-12 artistes in the coming years.”
Sony music India is present in Punjab and Tamil music industry along with Bollywood film music and is looking forward to invest in Live space in coming years. “It can be in Punjab or Tamil space but not EDM as it is crowded. We are planning to invest in Live. We will put exponentially amount which cannot be revealed,” said Sony music India and Middle East president Shridhar Subramaniam.
When Universal India is planning to explore all genres of music, Sony is strong headed about the fact that it would avoid space that is over-crowded.
Label companies will be selling tickets for their gigs whereas Red Bull will be using this opportunity to tap in music lovers and create brand visibility.
