February 26, 2011 04:38:34 PM IST Enkayaar, Glamsham Editorial
Javed Akhtar must be mightily pleased with the effort of the Indian Ocean Band to offer their latest album 16/330 KHAJOOR ROAD to be downloaded freely as a whole, as the initiative has earned the band Indian Ocean seven times the money that they could make with their previous album Kandusa which was released by Times Music in 2000. The leverage that technology has provided to Indian Ocean to appeal to the new generation that eats and breathes technology indeed should force the music companies to give a thought to the manner in which they are distributing the proceeds of royalty among all the stakeholders, i.e. the lyricist, the music director, the producer of the film as also the music company.
It would be pertinent to point out that such effort was initiated by the British Band Radiohead that had offered its whole new album as a freely downloadable album, and left it to the discretion of the fans to chip in whatever manner they may for the cause of the music offered to them by Radiohead. Interestingly enough the effort of download was combined with surrogate advertisements from the famous whisky company Johnnie Walker for Indian Ocean, and it has also served as the example for other new companies trying to carve their space among the youth of the country, in particular famous international brands, to give a shot to this option.
The silent revolution that is slowly building up in the digital space and creating new contours and paradigms of exciting possibilities has been facilitated to a large extent by the increasing broadband connection penetration in the country. As India, starts giving broad connections top priorities may be, it would lead to democratization of the content on the web, and for a new comer it may not then be a tough job to carve his niche.
According to a survey by the Audit Firm KPMG, the share of Digital music in the total basket of Indian music industry is going to increase from around 30 percent currently, to more than 60 percent within the next three years. However, this would happen only when the music download's model becomes scalable i.e. the download is fast and without involving much time. Apple's iTune Store is a case in point to initiate such efforts in India as well, as India is a country which is mad about music.
Though as of now the Indian music industry space is dominated by Film music, success of Indian Ocean's latest effort is a pointer to the fact that indeed, the demand exists. What is required is to fine tune the process and music industry could never be the same again, and one hopes that the intervention provided by technology would open new vista for the practitioners of classical music as well, and they would be able to increase their flock of followers.