FICCI-KPMG-Report-13-FRAMES

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136 The power of a billion: Realizing the Indian dream Some of the major events held in 2012 Name of the event / artist Date Venue Description Ticket Price Sunburn December 27-29 Goa An annual electronic dance festival INR 3,450 to INR Festival 40 14,950 based upon number of days Bacardi NH7 Weekender 41 November 2-4 Pune The annual music event had performers such as Megadeth, Anoushka Shankar, Pentagram, Hexstatic, Indian Ocean, and Shafqat Amanat Ali Khan this year. The festival expanded its presence to Delhi and Bengaluru this year. INR 1,499 to INR 3,000 based upon number of days Sean Paul 42 November 2-4 Delhi, Mumbai, Bengaluru Part of a multi-city tour to promote albums ‘Imperial Blaze’ and ‘Tomahawk Technique’ INR 1,950 – INR 5,950 Carlos Santana 43 October 26 and 28 Bengaluru, Greater Noida Attracted audiences of around 3000 people. Live performances at the Vladivar Rock’N India in Bengaluru and at F1 Rocks in Greater Noida. INR 2,500 and INR 2,750 Enrique Iglesias 44 October 17 -21 Pune, Delhi, Bengaluru Second performance in India with a multi-city tour. INR 2,500 – INR 15,000 Mahindra Blues Festival 45 February 11 – 12 Mumbai The second Mahindra Blues Festival this year had various artists performing like Grammy award winner Buddy Guy with special guest Robert Randolph, the Taj Mahal Trio, John Lee Hooker Jr, Soulmate and Ana Popovic. INR 2,500-INR 10,000 Sulafest 46 February 4 – 5 Nashik Annual event in Nashik, Maharashtra attracting audiences of approximately 7000 . 2012 saw the fourth edition of the festival INR 1,800 © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. ‘Thaimanne Vanakkam’ – A R Rehman Live in Concert 47 December 29 Chennai Indian artist A R Rahman performed at the YMCA in Nandanam 40. http://sunburn.in/goa2012/ 41. http://nh7.in/weekender/pune/ 42. http://www.soundbox.co.in/sean-pauls-multi-city-tour-dates-of-november-announced/ 43. Rollingstoneindia.com, September 28, 2012 44. Hindustan Times, October 20, 2012 45. http://www.afternoondc.in/48-hrs/event-mahindra-blues-festival/article_47299 46. http://nh7.in/indiecision/2012/01/09/the-nh7-guide-to-upcoming-music-festivals-janmar-2012/ 47. http://www.indianstage.in/events/ar_rahman_live_in_concert.html “ INR 500 – 25,000 2012 was a phenomenal year for the live music industry in India with performances of around 16-17 international acts. Growth has been more than double but the bottom lines have been considerably negative for most players. As the country is gearing up for the live music culture, there are some hindrances that need to be addressed for seamless execution of an event or a concert. Challenges typically faced by the industry players are scepticism of international artists, ticketing as a culture that still needs to pick up, lack of venues and licensing. Players need to focus on building properties such as NH7 Weekender and Sunburn which create an experience and strong connect with the audience. “ - Vijay Nair Chief Executive Officer, Only Much Louder
The power of a billion: Realizing the Indian dream 137 Independent music continues to rise While the Indian audiences continue listening to and follow film music, recent trends in the industry indicate an increased consumption of non film music and a growing demand for independent artists. The independent music scenario in India has changed drastically in the recent past. With music festivals emerging in country like NH7 weekender to special television format shows like The Dewarist, MTV Sound Trippin, MTV Unplugged and Coke Studio @ MTV providing a platform for the independent artists to showcase their talent. “ Till two years ago independent artists were dead. But in the last two years, independent artists have really picked up. Likes of Adnan Sami, Rabbi Shergill have already become huge brands. They are topping the charts everywhere. A non-film album currently sells at almost 40 percent of what an A-starrer film album sells and will soon sell at around 60-70 percent - Devraj Sanyal Managing Director, Universal Music India & SAARC Music labels are now embracing band management 48 . Local bands are now stepping out of their territories and travelling across cities. Most of these independent artists are leveraging digital distribution platforms to monetize their content. “ Talent will be the next creator of content. Technology is now enabling artists to digitally distribute their content. We at Hungama have been increasingly supportive of emerging talent- Artistaloud has promoted close to 350 independent artists since its inception and we work closely with record labels, radio stations, Telcos, device manufacturers and brands. Scan the QR code to hear more from Neeraj “ “ - Neeraj Roy Managing Director and CEO, Hungama Digital Media Entertainment While the independent music scene in India has been largely driven by live performances, it is now a growing market online. Artistaloud, is a digital platform launched by Hungama for independent artists to showcase their unreleased music 49 . Online retailer Flipkart’s digital store, Flyte has tied up with independent music platform NH7, to promote indie music 50 . Flyte has also inked a deal with artistaloud.com to publish Artistaloud’s catalogue on their site 51 . OK Listen, a digital platform has associated with approximately 75-80 independent artists and its catalogue includes around 80-85 albums which are currently on sale. The company is expecting to expand its catalogue to touch around 250-300 albums by March 2013. They have also tied up with one of the channels on Youtube - India Music Network to create and monetize the content of independent artists. They have introduced an ‘Album Card’ to assist budding artists monetize content offline. The user typically pays the band for the card after a live performance, and can use a code on the card to download music from the website 52 . Industry participants believe that independent artists will constitute 1-2 percent of industry revenues in coming two years. “ Over the last year there has been a surge of independent musicians who are creating some really good music. Leveraging the digital medium allows these artists to reach out to a much wider base of consumers, who are always hungry to get their hands on some great music. While artists tend to earn more money from live performances, sales from digital channels such as OKListen are seeing a steady rise, which is a huge improvement from earlier times “ - Vijay Basrur Founder, OKListen Regional Music continues to grow Regional markets continue to provide ample scope for growth in the M&E sector and have witnessed a rise in content consumption across media platforms. In the music industry, Hindi film music continues to rule the music charts but there has been a increase in regional music consumption too. As per industry discussions, regional music now comprises approximately 30-35 percent of the overall music pie in India 52 . Tamil, Telugu, Bengali, Punjabi and Bhojpuri are emerging regional music markets in India 52 . Few music labels are also identifying and signing up popular artists in different regional music segments. T-Series has signed artists like Manoj Tiwari, Dinesh Lal Yadav and Kalpana in the Bhojpuri genre 53 . Also, with an investment plan drawn up to USD 4 million in the Tamil Film music and further acquisition of Think Music Catalog, Sony Music has acquired a majority share in the Tamil music market 54 . 48. http://www.indianmusicrevolution.com/Reviews/Album-Reviews/Swarathma-Topiwalleh 49. http://www.medianama.com/2010/01/223-hungama-launches-artistaloud-com-aplatform-for-independent-artists/ 50. http://nh7.in/indiecision/2012/07/10/nh7-launches-new-music-store-on-flipkart 51. http://rollingstoneindia.com/indie-downloads-slowly-paying-off/ 52. Industry discussions conducted by KPMG in India 53. Radioandmusic.com, March 10, 2009 54. Hindu Business Line, July 19, 2011 © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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Acknowledgement We acknowledge the
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FICCI-KPMG-Report-13-FRAMES

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