The coronavirus and social networks are shaking up the Indian music market, so far dominated by film productions.
For independent musicians in India, the pandemic made it possible to escape for a time from the grip of Bollywood to risk themselves live in front of the public. Bollywood dominates the Indian music market but, with the novel coronavirus, producers have suspended film releases, giving way to independents.
The story of Carlton Braganza from Bangalore
Thanks to his success online during the very strict lockdown from March to June, the phone of Carlton Braganza, 48, has not stopped ringing for weeks. This musician from Bangalore (south) spent his nights confined, in line with his audience, singing songs of all kinds from his small room on demand, attracting tens of thousands of fans.
” I performed 70 nights in a row on Facebook, responding to public inquiries ,” he says. With 1.5 million views on Facebook and 125 online performances, it has gathered a thousand people every night, which now earns it engagements for private parties or concert halls as restrictions relax.
Palak Parnoor Kaur aka Lil Malai Says:
Young hip-hop artist Palak Parnoor Kaur, Lil Malai for the stage, has also seen the increase in the number of online viewers. Her videos, produced with a GoPro since 2018, which evoke the concerns of young people, have found their audiences on Instagram and YouTube. “ Independent artists fill the void created by the absence of Bollywood music with their original and natural content that audiences can feel close to. Now, they are more aware of our existence ”, confides this resident of Bombay (west).
Online streaming platforms also gave the boost
The JioSaavn audio streaming platform, owned by Asia’s richest man, Mukesh Ambani, confirms the phenomenon. “ In recent months, we have seen our most listened to playlists change, with 25 of the 30 titles of the weekly charts unrelated to cinema, ” says the platform. The growth in India of independent labels, such as the American CD Baby or Tunecore, has made it easier to distribute music online.
Industry experts warn, however, that Bollywood will quickly regain the upper hand with the resumption of film releases from November. ” Audiences could just go back to Bollywood music and non-cinema works would flow, ” said Priyak Dhar, editor-in-chief at MusicPlus.in.
Others emphasize the economic reality of free online uploads. “ There is too much digital music and it’s very difficult to stand out ,” observes Merlin D’Souza, agent for young artists. Tons of free access music can weigh on an artist’s outlook. This model is not viable without exclusivity ”. For Atul Churamani, executive director of the Turnkey label, many artists are struggling to survive, even though the pandemic has helped them gain exposure on social media, because “ online concerts are free ”.
In April, Duleshwar Tandi – Dule Rocker by his rapper name – released videos that went viral about the millions of migrants taken aback by the lockdown. At 27, the former waiter rose to fame. Shot with his mobile phone from the mud hut where he lives with his mother in a village in Orissa (east), his videos attacked the government’s apathy towards the poor.
” When confinement was imposed, my family found itself on the verge of famine, there was no work or money, ” recalls this young Dalit (the community of the “oppressed”, formerly described as “untouchable “). ” I started rapping to channel my anger towards the government system and the response was strong .”
“Dule Rocker” has turned down offers from the film industry because, he says, he refuses to “ write rap music that turns women into objects ”. But by a turn of fate worthy of Bollywood, he is preparing an album for the American giant Universal. “ I want to make changes to the way society looks at poverty, ” he says.
