MUMBAI: 70% of the music market in India is bollywood and film industry is the prime contributor of the popular musical culture. Elements of different cultures and styles like fusion and experimental music have created more competitions and raised the level of singing in bollywood. Online media has changed a complete scene of promoting the artiste. Composers are given their space to work and are free to make their choices at large. The new bollywood culture of profane lyrics, sensationalism and item songs have become very alluring and are making good money for the producers but should blend with the content and plot of the movie.

These were the key discussions brought out in the �Let's Talk Films' session moderated by OnMobile content head Atul Churamani at Nokia Music Connects 2011. The panelists were Saregama India Ltd. MD & CEO Apurv Nagpal, Music composer Sulaiman Merchant and McCann Erickson executive chairman & regional creative director Prasoon Joshi.

Nagpal commenced the session sharing his perspective on film music industry dominating the music culture in India. He said, Film music is where the largest part of monetization happens. Film companies are more into entertainment than just music. There is no mandate but we at Saregama try and produce more musical movie (Soundtrack)....

Today, the industry is leaving no stone unturned to meet the international music standards and to be with the fast pace world.  The industry is evolving and there have been significant changes in the pattern of consumption and production. Merchant, who started as a background composer pointed out that today producers are very intelligent enough and do not interfere with composition of music. Music directors are given the liberty and the freedom to create new kind of songs. Making music for film and non-film requires a lot of creativity  and as film is a large canvas there are restrictions but even that is changing now as people are accepting experimentations with rock, electronic and live drums etc.

Music industry has emerged as a trend setter and has crossed all lines and borders of creativity. Profane lyrics and sensationalism have also added an icing on the cake and have become the salt of every movie.

Joshi, who is known for his profound lyrics, was very adamant about the changing trends with the use of irreverent lyrics in Hindi film songs. Without mincing his words he confessed that sensationalism does work and is important but it depends upon how the lyricists and composers present the song to the audience. He shared, Everybody has their way of working but for me the civilization, the society, the language and the customs hold prime importance which can be depicted through my work."

"When you put anything on public domain, as a lyricist it's my duty to be socially compatible. Cultures do have a way of rejecting something they don't feel is right for them, I think naturally something which is not right will get rejected it's an organic process. There is a lot of difference between pushing an envelop and sensationalism, ... he added.

Nagpal further stated that sensationalism does work but it should blend with the plot of the film and shouldn't only be a pure marketing strategy.

Bollywood industry has also become very easily accessible today as it has opened a lot of doors and opportunities for new comers. Reality shows, enhanced technology and social media have become an integral platform for young talents.

It was also noted that film music has a very small life span, maximum 3 months. The concentration and the interest level of younger generation is very low. Merchant pointed out that a major reason for a short life span is that today music is popping up everywhere and has become easily accessible. Earlier, it was only Binaca Geet Mala where we heard the song once a week and would eagerly wait for the next week or would buy a CD. People had memories attached to the songs but today it's just a memory of a press of a button.

Joshi concluded, today music is bombarded on every medium of communication and so has been taken for granted. Monetizing acquisition has become difficult and people by nature want music for free.  Consuming music for free has become habitual in India. We should create obtaining music difficult and this could in turn also be an effective way to curb piracy as people will purchase music legally.

Nagpal opposed to thought and expressed that as a music label and producer we cannot do so as we have to give the song its due visibility.