MUMBAI: Band manager and Only Much Louder’s (OML) NH7 festival director Dhruv Jagasia has been in the music industry long enough to see it grow from a fragmented movement to a solidified one. He has been instrumental in a lot of changes, specializing in managing and promoting acts.

His resume includes managing bands like Indian Ocean and Midival Punditz  organizing the NH7 festivals and developing experimental marketing solutions for bands. He shares his views on what it takes to make it in the music industry.

“The truth is there is no formula for ‘success’ as far as music is concerned. There really is no formula in the arts field. Indian Ocean took 23 years to get where they are, Raghu Dixit took less time but that’s because the scene has changed. What is required though is perseverance and luck, and their content has to be good.”

Today, an artist didn’t need much to start off - a DJ would need a (good) laptop, a drummer, a good drum kit and so on. Given that their music is good, Jagasia believes that artists can sustain themselves with support from organizations like OML which support and promote indie acts.

“Today, unlike what labels used to do- heavily promote acts, artists don’t need to give or invest money to promote themselves. Many young artists are backed (financially) by their parents. I have seen some artists spending Rs 20 lakhs on an album but they sound like crap. Success is a subjective thing- if you want to be a Bollywood singer; you go to Mumbai and if a few of your songs are ‘hits’ you have ‘made it’. But bands like Indian Ocean have the patience and they waited. Coming from humble backgrounds- they didn’t have rich parents to back them- they learnt to only spend if they earned,” he pointed out.

Though Jagasia has strong opinions, he is open enough not to grudge other’s modus operandi-  to achieving success and stardom. He has ‘no problems’ with actress Priyanka Chopra’s highly publicized and marketed foray into the international pop circuit.

“Her song (“In My City”) is as good and as bad as any other pop song by Lady Gaga or Justin Bieber. She went to the US, worked with the hottest producer and the best people. It’s so easy for people to be negative and hate so much, but we don’t need to. How would you feel if someone came up to you and said: “Your song is crap?” It’s a pop song and it has its space. In fact it would have generated employment and earned the country revenue. But do I watch the song? Or do I want to be a part of that? The answer is ‘No’”, he stated.

Moving from definitions and formulas (of success), Jagasia said that managing bands have become easier over the years thanks to platforms like social media where the artists can get connected with fans and working out gigs and dates are less time consuming.

“I have been lucky to work with the artists I am associated with. There are more opportunities for artists and bands. A band like Indian Ocean can command an average (taken from corporate and college rates) of Rs 2.4 lakhs for a show.”