Mo Joshi - Founder ; Azadi Records ; Picture Credit Archit Rege
Gaurav Wadhwa - CEO , Co Founder ; Big Bang Music
Vinit Thakkar- COO ; Universal Music India
Vinit added , “ Unfortunately , due to the pandemic , the ‘ live shows ’ business has been severely impacted . However , many artists and platforms made a concerted efforts in the last many months and there have been many successful live streaming of artist performances ”
Taking the challenge head-on
Since a major part of its business functioning depended on the live music circuit , getting the word across about new releases also got tough . “ The biggest challenge we faced was that many key mediums of promoting songs were seeing a decline in audiences like traditional PR , radio and television shows . Also , major discovery platforms like colleges , festivals , live gig venues were completely shut ,” says Gaurav .
Though BGBNG is waiting for normal business functioning to resume post-Covid , it is hoping for innovations in the music industry . Says Gaurav , “ The only way to recover is by innovating . Music scene in India largely runs on revenues from live gigs and there needs to be serious innovation here for consumers or brands to start paying . People won ’ t stop consuming music but the commerce of it needs to be re-looked at post pandemic .”
Hungama Artist Aloud , however , seems to put on its thinking cap and are already putting plans in place to get out of the economic trough it fell into because of the pandemic . “ The process is going to be slow and gradual and the artists who put their effort towards honing their talent will survive . While offline events are slowly coming back especially in terms of corporate gigs and weddings , a lot of them have also become virtual events which requires the artist to also improve their ante as a performer ,” says Soumini .
Music marketing is largely focused around Digital , Radio and Television . Fortunately , we did not face any big challenges and we were able to successfully reach our content to audiences across all these mediums . Our teams and partners across mediums worked very closely and we were able to create some big success stories despite of the pandemic , says Vinit .
In a nutshell , the pandemic has brought the industry down to its knees and both record labels and artists have to put their best efforts forward to survive and recover from this .
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