By Jackky Bhagnani
Music, as the adage goes, is a powerful force that brings people together. You just have to watch Pulitzer award-winning, American rapper Kendrick Lamar’s performance at the recent Super Bowl to know that music can also spark important conversations about race, injustice and politics. His performance offered the audience more than just entertainment and was watched by a record-breaking 133.5 million viewers. This show signalled that music creation and entrepreneurship can no longer remain in a bubble and must connect with people’s hopes, fears and aspirations. Take the example of Taylor Swift whose music has had an enormous cultural impact and changed the direction of gender discourse across America.
I observe and learn from such global success stories but as an Indian entrepreneur who lives and works in a diverse and multilingual country, I also understand the importance of celebrating local roots and honouring regional perspectives. At Jjust Music, we are charting an independent path which is not only about delivering chart-topping hits but also promoting fresh talent from all parts of the country, nurturing emerging artists and redefining India’s contemporary music landscape with vibrant new voices.
The challenges in this path are numerous. Identifying and empowering talent is just one aspect of this journey. Formulating successful marketing strategies across different platforms, understanding the growing impact of AI on the industry and proper amplification of your work are also critical components. The good news is that traditional barriers in the music industry are breaking down and anyone with a voice and something important to say can be heard. Our goal hence is also to be a part of this movement that is democratizing music creation and distribution. I am also interested in configuring how disruptive technologies as well as digital platforms can help expand the reach of good music. Streaming platforms and live streams have also changed the dynamics of the industry and all music companies need to adjust to that shift.
As a film producer, actor and entrepreneur, I am also well aware of the delicate balance between art and commerce. It is easy to lose sight of one or the other when you are making a million little and big decisions every day. In the music industry as in any other artistic field, undiluted passion is needed to seed a project and then it has to be managed with a sharp business acumen. A good creative idea does not become real till it is made commercially viable, funded judiciously, marketed well and given a platform large enough to attract collective attention. What emerging music companies like mine are striving to do today is to maintain artistic integrity and also earn substantial profits for the larger goal of expansion and sustenance.
In order to succeed, creators as well as entrepreneurs need to stay in touch with evolving consumer behaviours in the music industry. It is essential to know your target audience and, in our case, we are hoping to engage with Gen Z listeners who admire authenticity, originality, a strong point-of-view and clutter-breaking sound. We will work consistently to not just meet their expectations but exceed them. We will leverage digital tools, explore data analytics, decode what machine learning can help us with, get familiar with virtual reality and even more importantly, invest in good music and soulful artists.
The recent success of ‘Gori Hai Kalaiyan’ from the soundtrack of ‘Mere Husband Ki Biwi’ also gave us a few insights into film music’s gradual shift towards melody and nostalgia. We hope to keep learning so that we never grow complacent.
The author is Music Entrepreneur, Actor & Film Producer
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