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News |  23 Jul 2008 18:30 |  By AnitaIyer

Desi rock band promoter Dogma Tone to launch second album

MUMBAI: Bangalore based Dogma Tone records, dedicated to promoting Indian rock bands, is all geared up to come up with its second album soon.

Formed by three rock fans Sunil Anand, Varun Rajagopalan, Ramprakash about four years ago, the company launched its first album, 'The First Mutiny: Dogmas of Indian Rock' in March 2007.

Emphasizing the urge to launch an independent label, Rajagopalan says, "International artists dominate and Indian rock bands do not find a shelf space to showcase their work at retail outlets in India. So, we decided to do something concrete to change the attitude towards Indian rock bands."

Dogma Tone records has been involved in promoting rock bands for four years now. The label is looking out for bands who want to seriously mark a niche for themselves in the rock scene. Teamed with DJs, RJs, Music reviewers; musicians, the label filters the rock bands and works as artist management for them.

"Mainstream music companies are not willing to invest in niche rock albums as they can earn the double by investing in commercial albums. Our first CD is available at a low price of Rs. 100/- as we have to stand out from the expensive rock CDs on the shelves in retail outlets," points out Rajagopalan.

The main challenge of being an independent label is the absence of any monetary help. "We are IT and media professionals and we pump in our salary to sustain the company. Due to low investment, we can't afford to promote ourselves in a big way. Also, the main hurdle remains the distribution as major retail outlets are hesitant to give us shelf space to display our CDs."

Talking about the rock scenario in India, he says, "Rock music is evolving like never before in India, we have some rock bands becoming a part of Bollywood. The rock music trend is like a sleeping giant and India is waking up to the genre. We wish to make rock music merge with mainstream. Our aim is to create awareness and educate the masses and in the process make rock music more saleable."

The earlier album was a compilation of 15 rock bands; some of the bands being Vertigo, Moonstruck, Exodus, Pralay, Grungy Morphins, Demonic Resurrection, Kastadyne, Scream of Silence, Night Train, Hunger, Indian Breves, Cassini's Division, Enthrall, Kradle O' Beats and Alter Ego."The artist in the album were signed under a pre-agreed clause that they would get royalties after sale of 1000 CDs. There are some bands who offer their music for free download on the internet so, Dogma Tone records provides a platform for them."

After 'The First Mutiny: Dogmas of Indian Rock', the label plans to cut another album. Rajagopalan says, "Looking at the response, we might think of launching our second album. This time we are planning to launch an album with a single rock band rather than looking out for compilations but nothing is decided as of now."

Dogma Tone records is also planning to reach out overseas with tie ups with foreign labels. "We have been contacted by labels in Europe and America and expressed the desire to market our CDs abroad and we in turn would help them market their CDs in India. Also, we are looking forward to strengthening our distribution so that our CDs are available in all the major outlets in India."

"Our aim is to create awareness, educate the masses and in the process make rock music more saleable," concludes Rajagopalan.