MUMBAI: There was a rather interesting interaction with Nikhil Chinapa, Founder, Submerge and Jane Slingo, Director, Young Strangers that was moderated by Jasper Donat, Co-founder and CEO, Branded. Huge market has emerged for EDM. The festivals witness a crowd of hundreds of thousands coming in with DJs earning ten million dollars a year. The dance music industry over the past six years has escalated and since last year has simply exploded, not just in India but all over the world. But the question remains. Is EDM just a bubble? Nikhil Chinapa answered this question, and several more, during the course of this discussion, supported by Jane Slingo at the day two of the Nokia Music Connects 2013.

What is the EDM scene in India and how can it be sustained?

Jane: Artistes, DJs, the months chosen for a festival are three important factors one needs to keep in mind. But the most essential aspects are creating a market and nurturing local talent. Only then can we witness a scope for international development.

Nikhil: To put it in a word, it is a bubble which is not going to burst. The amazing thing about dance music is its innate ability to mutate. If you ask the youngsters about EDM in India, they love it. But ask them about five EDM songs, they will not be able to. Since this genre is popular, everyone is going along. But in order for this EDM scene to sustain, there is a need for a grass roots movement for dance music. Getting more DJ performances in the new clubs, creating a delivery mechanism for the music and also a better way for local artistes to express themselves, whether it is through electronic platforms, social media, conferences etc could be a few measures to keep EDM alive. Also one needs sponsors to cover up the huge expenses incurred since revenue generated from the tickets are not able to sustain the event themselves. Over the last few years, the sponsors too have realised that dance music is very popular and since the genre caters to the youth, the important thing is for CEOs to figure out a way of speaking to the interns, because they know what is cool and trendy.

Last year, we got Jack and Jones as our sponsors for Above and Beyond as they helped us with the merchandising. The sponsor invested a little time in understanding the music, culture and gained a lot more out of the sponsorship than anybody else. There is a need for a deeper connection of emerging artistes, producers, sponsors, promoters with each other, and only then can the EDM scene sustain. Otherwise this bubble is bound to burst. People who flocked to EDM are now getting bored because music seems to be coming out of a template, which is not going to be popular forever.

Is there a market for EDM to buy music?

Jane: It is a very small market in India. I think if you had a very recognised brand, album or a festival like Sunburn or Submerge, it might sell well, otherwise it is bound to tank. But today we face a problem of plenty since too much of EDM is coming in but all sound very similar.

Also we need to increase our fan base for which artistes and labels need to come together and create an album that sticks in people’s minds. The key to achieving that is organising college festivals because I believe that if you earn a fan that is 16-17 years old, you will have a fan for life, irrespective of what else they listen to. And if bands, artistes and record labels can come up with a delivery mechanism to get this music out in colleges, which will definitely, be something.

Nikhil: Previously artistes came to India at a lower cost but now they have begun looking at India as a lucrative market and charging more. Now the festival goers are all usually college kids who collect money for that one show, not 40 year olds who drink single malt. This is where the sponsorship comes in. Everything is a balancing act.

What do you think makes an EDM festival so great?

Nikhil: They say people who run nightclubs should never program them and vice versa since people who program nightclubs actually feel something for the music. I have gotten tired of telling people that it is not about the artiste but the experience. When people with a lot of money in the bank want to slam in another big name, I say you don’t need another big DJ all you need a better experience which comes from better toilets, bouncers parking facilities, helpful lost and found counter and not just beautiful flags and tapestries. The investors do not realise, that it is not about the artiste line up but experience. Though a few of them have released which is why like NH7 Weekender and Storm are doing very well.