Artist Aloud associate VP Soumini Sridhara Paul
A senior colleague in the music industry, running a very successful radio station once told me, Bollywood music is Independent music till it goes into a Bollywood Film.... Wow! How beautifully put and so absolutely true. But do people really look at it that way? We all say Bollywood music and non-film music. But has anyone ever wondered why?
In all my years of having dealt with music, be it Bollywood or non-Bollywood, I believe it isn't the creator of the music or the listener that creates that differentiation. In fact it is the media, the budgets and the packaging that does it. In the early days when Bollywood started using media to promote its films, one only saw big budget films with lavish locale videos and 35 mm footage. Today Bollywood is a brand where even small budget movies and stories get the same visibility and largeness as the magnum opus.
So why it is that Independent music cannot get the same eyeballs or focus like films? Honestly speaking, it baffles me too. But when I try to ponder on it, here is what I believe might be the reason. The film industry today is in a whirlpool that is going round and round and sinking in the process. There is a chain of businesses that is trying to keep it together where on the top of the ladder is the financer and at the bottom is the consumer and in the middle at various levels you have the producer, director, actors, music director, singers, media and even the telcos.
Today, even if creative team putting the movie together does not include big names, or could be even debutants, the producer needs to recover his investment in every way possible; and so with the help of media that is depending on content and faces, the circle is completed. More importantly, the content that is being used to promote the film, whether it is song trailers or dialogue trailers, builds up the anticipation of a content (Read: Film) which can be experienced in larger context. Also with the number of films being released today, literally, once a week, we are talking about an ecosystem which essentially provides for one another.
In comparison to this, Independent Music (Music not coming from a film) does not get the required support from conventional