MUMBAI: One of the sessions of the fifth edition of Nokia Music Connects, focused on artistes and how they are using the changes in the music industry to their advantage. The panel discussion- 'When artistes come together', brought forth experts from the music industry and recognised artistes. The panel included Sounds Australia executive producer Millie Millgate; Fender (Asia) market development director and Singapore Music Society president Graham Perkins; Chugg Music Artist Service head Andrew Stone; co-manager for Radiohead- Brian Message; and producer and artiste Sahej Bakshi.

Moderated by AVP and product head for ArtistAloud.com- Soumini Paul, the discussion started with Millgate talking about how Sounds Australia was set up with a view to promoting Australian artistes on a bigger platform. As more and more Australian artistes were being invited to perform at international events, Sounds Australia looked into creating different initiatives in order to bring artistes from different regions and labels together, creating a national branding. The model has managed to initiate a number of opportunities for smaller, local artistes so that they can develop not just their music but their network as well.

From an artiste's view, Sahej Bakshi pointed out that Indian artistes face a number of hurdles when it comes to improving their visibility to the audience. Unlike other countries which support their artistes and work towards taking them from point 'A' to point 'C', Indian artistes are fairly on their own if they want to make it to the big stage. While things like late night laws, enforced by the Government are maintained for the safety of people, it does affect the way artistes perform for their fans, Bakshi said. The restrictions also affect the nightlife in some of the best cities in the country.

Bakshi who graduated from Thornton Music School in Los Angeles, overlooked the opportunity of becoming an American artiste and instead brought his knowledge and views to India to help promote artistes in India. Starting off at the basic level in small clubs and pubs, and then relying on word of mouth to reach the masses to then make it to more gigs and festivals, he says, has worked for him. It can also initiate partnerships with other people from the music industry to make artistes more visible to the audience.

Reflecting Bakshi's views, Andrew Stone said that artistes need more than just management, and this blanket of services is what his company looks to provide. Stone emphasised that finding out what the artiste really needs, is key in management. His business is run in a way that it helps to connect artistes internationally and give artistes everything they need to break out into new markets. He also applauded Sound Australia's ability to provide opportunities to not just their artistes but their managers as well.

Talking about how to helps artistes go outside their local markets, Brian said that from his experience working with so many different artistes and managers, what they try to do is navigate the transition from a copyright environment to a new environment that is about artiste businesses. Today's artiste businesses are multi-revenue and multi territory, business plan oriented, which is why the MMF works hard at every level, particularly with new managers and artistes to try and understand those principles. He went on to say that the MMF is very excited about this relatively new business model which is label services.

When asked whether artistes need to make it big in their local market before they can make it internationally, Message pointed out that the natural thing to do would be to live and work in the country you came from. However, that was not the only way, he added. "At some levels, all of us are in a niche market,” regardless of what kind of artiste you are and where you come from. He went on to say that while the idea of a global superstar is wonderful, the most important part is finding out your audience and that niche market and then developing, building and monetizing that part.

Graham Perkins, who works with bringing international artistes to Asia and taking Singapore artistes to an international platform, echoed Message's views. The challenge he faced with his own Singapore artistes was getting them to realize that getting out into the world was important. With Asian bands, the main focus lies in introducing them to newer audience. However, the great thing about bringing international artistes to Singapore, Perkins said that they try to tap into their resources. The ability to sit down and talk to international managers who worked with big artistes, can offer a better insight to the process.

The final notes resounded the fact that managers need to be educated about the kinds of events that work for their artistes. While artistes do not necessarily need a manager to push them forward, they do need someone who can handle all the different things. If the music industry has to go anywhere, it is necessary for everyone to be on the same page.