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Radio boosting independent music in India

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The indie music fraternity has been a happy bunch recently. The reason been the number of platforms, now available, to showcase their work.

Old timers would recall the struggle they faced to get their music videos/audios projected to their audience. Even the fans would have to wait for the artists/bands to perform in their city to listen to them. A lot of talent was left undiscovered. The millennial generation is largely unaware of this. A few artists/bands from the indie music scene were lucky enough to sign with record labels and perform across the country. Fans had to wait for their CDs/cassettes to be available in their city. This affected the revenue generated as well as shelf life of the artists.

The tide has turned for the better now. One of the mediums with the largest reach is the radio. Radio is accessible, across the country, even on your phone. The nostalgic value of the radio has not decreased with the advent of Digital Radio stations.

One of the largest radio network in the country, Radio City, has been a keen promoter of the indie music genre. With genre specific stations like Radio City Freedom, Radio City Hip Hop, Radio City Metal and Radio City Electronica, it has given a platform to all artists. Each station has dedicated podcasts, videos, interview with artists and are basically a medium between the artists and the fans. Radio City, hosts their annual Radio City Freedom Awards. The awards are a platform to recognize and honour the best indie music talents from across genres and languages. The month-long event culminates with a grand finale in Mumbai. The radio station has been of the most supportive platforms for indie music in the country.

In this age of internet connectivity, artists now have access to various streaming platforms to upload their music. This has helped in music transcending boundaries and artists achieving global fame. Platforms like SoundCloud, Reverbnation, BandCamp and global streaming apps like Spotify have made this task relatively easier for the artists. The local streaming apps have also ensured that the music is heard in all parts of the country.

This has resulted in a surge in the revenue earned globally. As per a report, global revenues generated by just the independent record labels was $6.9 billion in 2017, which accounted for 39.9% of the global market share.

 

 

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