FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>13</strong>4<br />
The power of a billion: Realizing the Indian dream<br />
© 20<strong>13</strong> <strong>KPMG</strong>, an Indian Registered Partnership and a member firm of the <strong>KPMG</strong> network of independent member firms affiliated<br />
with <strong>KPMG</strong> International Cooperative (“<strong>KPMG</strong> International”), a Swiss entity. All rights reserved.<br />
This trend is being mirrored in the Indian market, which saw<br />
the launch of iTunes Match service in India this year. Priced<br />
at INR 1200 per annum 26 , this service allows users to scan<br />
and match songs procured from other sources to iCloud<br />
and then play them on any Apple device. Even domestic<br />
music players have launched music cloud services.<br />
Hungama Music Cloud was launched in November 2012 27 .<br />
The service is a joint venture between US based Catch<br />
Media Inc and Hungama Digital Media. Users can upload<br />
their music libraries and access the service from their<br />
Android, iOS, Blackberry and Windows devices for free.<br />
Sony Music India is also moving its entire video content<br />
operations to the cloud and has commissioned digital<br />
content services provider Prime Focus Technologies’<br />
‘CLEAR’ platform in order to cut content distribution costs<br />
and increase revenue streams for content. 28<br />
Social Media fuelling digital<br />
engagement<br />
Social networks have developed huge consumer bases,<br />
which the businesses are using to target by setting up<br />
channels and feeds to engage with customers. Moreover,<br />
music is one of the most engaging topics of discussion on<br />
social networks globally. As per the International Federation<br />
of the Phonographic Industry (IFPI), around 67 percent of<br />
social network users in 20 countries discuss music and<br />
movies ahead of community issues (46 percent), sports (43<br />
percent) and politics (34 percent) 29 .<br />
Besides integrating their music download service with<br />
mobile applications for Smartphones, music websites are<br />
also using social media networks to leverage viral content,<br />
hoping to attract free users and converting them into paid<br />
customers by offering personalized content in an engaging<br />
manner. Technological innovation, coupled with creativity<br />
and innovation in marketing is playing a huge role to help<br />
these music websites stay in the game.<br />
“<br />
In late 2011, Facebook approached us to be<br />
their first global and first Indian partner on<br />
Open Graph. This deep integration between<br />
Facebook and Saavn allows our listeners to<br />
share and stream music on Saavn.com via<br />
Facebook, for a seamless social listening<br />
experience that promotes self expression,<br />
shared experiences, and discovery of<br />
music. This partnership alone has grown<br />
our music streams by over 200 percent and<br />
generated more than 2 billion impressions<br />
for Saavn on Facebook.<br />
“<br />
- Paramdeep Singh<br />
Co-founder and Managing Director,<br />
Saavn<br />
26. ‘Apple iTunes Store Finally Launched In India’, IndianNerve.com, December 2012<br />
27. ‘Hungama, Catch Media unveil JV ‘Hungama Smart Cloud’ at Nokia Music Connects 4’,<br />
RadioandMusic.com, November 2012<br />
28. ‘Sony Music India Moves Its Video Content To The Cloud’, Techcircle.in, April 2012<br />
29. IFPI Digital Music <strong>Report</strong> 20<strong>13</strong> ‘Engine of a digital world’<br />
30. ‘Flippin’ over India’s digital music industry’, Business Line, March 2012<br />
31. ‘Dhingana drives traffic with social media in 2012’, RadioandMusic.com , December 2012<br />
32. ‘Tips Music’s Facebook Page Hits 1 Million Fans!’, RadioandMusic.com, December 2012<br />
33. ‘T-Series joins the Youtube millionaire club’, RadioandMusic.com, February 20<strong>13</strong><br />
34. www.invasionfestival.in<br />
35. http://nh7.in/indiecision/2012/10/22/guns-n-roses-india-tour-2012-dates-announced/<br />
36. Company website http://nh7.in/weekender/<br />
37. http://timesofindia.indiatimes.com/entertainment/music/music-events/Sunburn-2012-saw-over-<br />
150000-fans/articleshow/17841679.cms<br />
For instance, the website iMusti.com is offering<br />
advertisement free music for 7 days for signing up or<br />
login in through Facebook followed by a paid model if the<br />
customer wishes to continue 30 . Social music streaming<br />
service Dhingana is focusing on social media marketing.<br />
It claims to have witnessed growth of more than 600<br />
percent 31 in terms of registered users in Q1 2012, mainly<br />
due to integration with Facebook. Apart from social<br />
networking features, it also offers users a personalised<br />
music recommendation service. The service allows users<br />
to listen to music their friends are listening to, create a<br />
music playlist, share it with an online community and get<br />
their feedback.<br />
Tips Music crossed the coveted 1 million fans mark<br />
in December 2012 32 , becoming one of the major<br />
entertainment brands on Facebook in India. Tips Music has<br />
a large community on Facebook and has also maintained a<br />
high engagement ratio.<br />
Launched in April 2011, the T-Series channel on YouTube<br />
has achieved a base of one million in less than two years<br />
and has registered over 730 million video views 33 . Apart<br />
from offering a wide variety of content ranging from songs,<br />
videos, audio juke boxes, trailers, etc., the channel has<br />
been building up a strong audience base on social networks<br />
like Google+, Facebook and Twitter etc.<br />
Social platforms are also helping in co-creation and crowdsourcing<br />
of content. Shekhar Kapur and AR Rahman have<br />
recently launched their highly awaited social media platform<br />
- Qyuki, which provides a platform for artists to share<br />
content, connect to people with similar creative interests,<br />
view creations from various other artists, and collaborate<br />
with them to create content.<br />
Live music thrives<br />
The Indian live events market is growing steadily. Year<br />
2012 saw a numerous live music events in India spread<br />
across various music genres, locations and audience size.<br />
Both Indian and International artists and music festivals<br />
are popular amongst audiences, reflecting greater<br />
appreciation of different genres of music and changing<br />
mindsets leading to increased willingness to pay and<br />
enjoy live performances. India saw major performances<br />
by international artists such as Enrique Iglesias, Carlos<br />
Santana and Sean Paul.<br />
• David Guetta, ranked amongst the top five DJ’s of the<br />
world by DJ MAG magazine, performed in Eristoff<br />
Invasion Festival 2012 which was organized in Pune,<br />
Delhi and Bengaluru 34 .<br />
• The American rock band Guns N’Roses performed in<br />
India in December 2012 with tickets were priced at INR<br />
1500 - INR 10,000 35 .<br />
Major festivals such as Sunburn and NH7 Weekender<br />
gained traction and spread to newer territories, attracting<br />
record audiences.<br />
• NH7 Weekender, featuring genres such as Sufi,<br />
Electronica, Folk and Classical, expanded from Pune to<br />
Delhi and Bengaluru 36 and performed with 80 bands at<br />
Pune and 50 bands at the newer festivals.<br />
• Percept’s Sunburn festival expanded to Mumbai and<br />
Noida while its premier property Sunburn Goa 2012<br />
hosted over 1,50,000 fans from across the world. The<br />
festival also tied up with YouTube to live stream the<br />
performances across 120 countries, reaching a global<br />
audience of over 1.2 million 37 .
Change language