Qeuing up to watch an Indian classical music concert is a rarity for most Indians. Quiz the few loyal patrons about the annual classical concert roster and don?t be surprised if even they fumble for answers. The lack of widespread promotions and poor marketing strategies are affecting the genre of traditional music. Most musicians are in sync when arguing about the dismal state of classical music and its cause.
?It is a myth that classical music lacks an audience in the country,? says Vikram Shankar, one of the co-founders of Art and Artistes Pvt Ltd (Durga Jasraj is the other founder). Take a look at the numbers. There are around 1,000 concerts that are held annually in India and the average age group of people attending these concerts is 35 years. Out of 120 crore people in the country, almost 25% or 30 crore people, like to listen to classical music.
?Classical music is a high-end product and it is important to create a buzz around it through proper marketing,? avers Shankar. His company aims to promote Indian traditional classical music through free classical music concerts, release albums and also provide medical aid for musicians.
The money spent on classical concerts is low when compared to popular music. The marketing spends made on classical music concerts may vary between Rs 50,000 and Rs 50 lakh per concert against a few crores spent on popular music concerts. This is not a matter of complaint, feels Shankar. For, on a yearly basis, there is a sizeable amount of Rs 5 crore which is spent on the Indian classical music industry. .
Undoubedly, classical music has a niche audience. So, it is crucial to educate people about classical music while simultaneously creating a new generation of listeners. With a number of innovative platforms like television, radio and mobile phones available now, there are various ways one can create a buzz for this genre. Art and Artistes, for instance, has tied up with Idea Cellular to provide classical music through mobile entertainment. One can now download a range of classical music notes as ring tones and caller back tunes. Wallpapers and screen savers of classical musicians can also be downloaded as facilitated by some companies such as Mauj Mobile. A few other companies are in the process of acquiring licenses for classical music for mobile entertainment.
According to a trade analyst, ?The mobile phone is the future of music. Due to an increasing mobile market, physical music sales have gone down drastically. Youth are discovering and accessing music through free internet sites. There is a shift from music ownership to music consumption. Classical musicians too should recognise the potential of this platform,? he said.
The popularity of traditional music hits a discordant note as Bollywood or Hindi film music dominates the market share for music in India. Hemant Jain, senior vice president, Hungama Mobile says, ?Classical music is a ?super? niche category. So the market for classical music downloads in India is almost negligible. While Bollywood commands a market share of 60% to 65% of the entire music industry, regional music is making its presence felt with a share of around 30%. The share for classical music is as low as 1%.? The price point will be decided by the mobile operators. Ideally, for a caller tune, the prices range from Rs 15 onwards, the standard rate for all operators. The content providers aver that the price points would not change just because the content is classical. As far as wall papers are concerned, no one would like to download a classical singer’s photograph but graphics and logos are downloaded, says a mobile operator.
Radio and television are the largest resonating media of information. Industry officials argue that classical music is not aired extensively on either of them and consequently, the listenership suffers. Jain says, ?There can be a sizeable audience for classical music only if it is incorporated in Bollywood films.?
Corporate houses have shown a penchant for classical music by funding classical music concerts. This figures prominently in their corporate social responsibility programmes, says Santoor maestro, Pandit Satish Vyas. ?Money has become a major player in determining the success of classical music. More corporate support, accompanied with efficient organising skills, can breathe much-needed life into this medium,? Vyas said, adding, ?connecting with the youth is an important aspect in popularising classical music.?
Perhaps younger classical musicians have understood this aspect well compared to the veterans on the scene. Artistes like Rahul Sharma, Anoushka Shankar, Amaan and Ayaan Ali Bangash have come up with fusion albums that are a hit with the younger audiences. ?The new generation of classical musicians is opting for fusion music and releasing their music videos, which helps attract a wider audience,? mentions Vyas.
Just music will not bring in the audience, says experts. Packaging is also crucial. ?Until a few years back there was hardly a glamour quotient in the way a Hindustani musical show was presented on television,? Vikram Shankar says. ?But the younger breed of classical musicians has realised the need to package themselves and present themselves as a strong brand.? If you hear strains of a sitar or the melodious notes of the santoor scaling up in sound on a mobile, don?t be surprised. Classical music is now available on one?s fingertips. Literally!