The Score Magazine - Archive May 2015 issue! | Page 33

With the release of Mutant Macha, the promotional song for the premiere of X Men : Days of Future
Past on Star Movies, Farhan Akhtar, Vishal Dadalani and Skrat have turned our attention to the
rapidly advancing influx of indie sound into mainstream presentations in India. Score catches
up with Farhan and Anurag Rao, who founded the music publishing platform FarOutMedia that
looks to integrate the alternative sounds of indie artists into popular musical culture in India.
They're also letting us in on Mutant Macha, and why this song marks the advent of a whole
new chapter of music distribution.
Whose Idea was Mutant Macha and how did the three of
you come together?
Farhan: Anurag played me SKRAT’s Music and I really like
their sound. They seemed apt for this project and Vishal Dadlani
agreed to participate as a Co-Writer and Curator. This lead us to
the Studio Session and Creation of Mutant Macha.
Anurag: Mutant happened after we created a 'Music
Synchronisation' opportunity with Star Movies
around their On-Air Programming.
Are you all X-men / Super Hero Fans?
F: Asolutely. The under-lined definition of
Super Hero is to bring change and impact
lives of multiple People and do general good.
Something that we continuously are trying
to do in the Farout Media’s business model.
Do you imagine doing something of
this nature again?
F: We will continue to create Music
Innovations, which is at the heart of
Farout Media’s Core DNA. Mutant Macha
is the first opportunity with Star Movies
and yes we are discussing more creative
collaborations which help everyone in the
value chain.
A: Our current focus is on couple of things: Unique
Artist Collaborations, Artist – Fan Engagement
Models, Indie Works Monetization Models, Global
Presence, Strategic & Scalable Partnerships and
amplifying the MARD initiative through Creativity.
What was the Premises of Farout Media?
A: Farout Media is a start-up focused on music
publishing, music & its IP management and talent
development company formed by Farhan and
me. We're incubating multiple ways of creating
and enabling artist centric independent music,
which creates new avenues of distribution,
monetization and promotions.
F: Farout Media is a startup based in Mumbai
with a focus on the A & R aspect of the business.
There are three aspects to the business model :
Talent Development, Music Licensing and Content
Monetization. Our vision is Global and reflective in
the partnerships we have created so far. The Founding
Team of Farout Media brings about very successful
Media Entrepreneurs and diverse experiences
How difficult has it been to promote Independent Music?
F: We believe that creation process of conceiving a musical work is a
work of art that has a deep rooted connect to an Artist’s emotions.
The Fans who consume that live a similar experience and hence
it is a unique experience everytime, however, the scale of it may
vary.
Our belief to create the right partnerships has worked so far and
our partners like Google, HWGO, Star Movies, Flarepath etc. have
the same sentiment towards creativity. So its been a win-win
across the board so far, including the Song its Monetization and
Artists.
It’s a great team work in the final analysis and we have that in
place right at the Founding stages of Farout Media.
How did Farhan and Anurag hit on the idea of Farout Media?
A: Farout Media is an evolution of the relationship between me and
Farhan which started a few years ago and we went on to build
‘Farhan Live Brand’, MARD Initiative and logically extended to
forming a start-up with our other Co-Founders. We all believe
in the cause and effect of promoting independent music. Farout
Media is one such effort alongside many other interesting business
models in the same space or the new music industry formation.
What kind of Artist are you looking to sign on?
F: At this point and startup stage of Farout Media, we are focused on
‘Singer-Songwriter –Performer’
A:
We are working with multiple Songwriters and Composers,
Creating Collaborations between the Emerging and Established
Artists. Sunidhi, SEL, Ram Sampath, Raghu Dixit, F16's, indus
Creed, Shruti Haasan, Lesle Lewis, Sparsh, Shair n Func are a few
names I'm keen on working with.
Have to felt the ire of bigger Record Label and Music
Publishers?
A:
Farout Media’s business model is based on Co-Creation,
Collaborative Efforts and helping the Industry Grow through
Music Innovations. The existing Industry is our partner as well,
no issues here.
What is the gap Farout is trying to fill?
A:
There are multiple new opportunities in the emerging new
landscape of the music business as it evolves deeper into the
digital business, Farout Media’s contribution is towards the A & R
and Creativity. We continue to bridge the gap between Creativity
and Consumption through innovative ways of monetization and
strategic partnerships. The end goal is to make everyone benefit
in the value chain, primarily Artist-Fan Relationship, which we
believe is the center of the universe in this business.
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