Internet Radio and Independent Music in India

The Internet has brought about significant changes in the way the world functions today. As a conceptual wonder and technological breakthrough, it has altered the communication landscape of the world in a big way. Within a short span of time it has demonstrated the potential and power to redefine business models, communication methods and lifestyles and facilitated faster, better and easier communication of information worldwide. Advancements in Information and Communications Technology have not only enhanced and empowered the communication process but also ensured the evolution ( and in some cases, the revival) and integration of older means of communication into more technology powered domains. A good example of a product of such an evolutionary process is Radio. During the course of its evolution from being a device used primarily for news broadcasting, to becoming an entertainment medium that facilitates economic, political and socio-cultural exchange, Radio has undergone technological and structural changes that have given it new features, forms and thus new identities.
A very significant development that the Internet has facilitated is the phenomenon of media convergence. Media industries worldwide have benefited from this development and capitalized on it to enhance and optimize their operations. Online news portals can now integrate print, radio and television on a single platform and give consumers a more enhanced and holistic experience. By becoming a part of this process, Radio has evolved into a modern day wonder – Internet Radio.

India’s entertainment industry is a highly profitable industry that is growing by leaps and bounds. Several companies in the areas of print, broadcast, television, music, film, theatre, animation and graphic design have carved out their niches and established their positions as powerful businesses and brands. The key factor that drives these businesses in the entertainment industry today is commercialization and commodification of ideas and content into profitable entertainment products for consumption by target audiences. The music industry is comprised of several record labels, production houses,radio stations, television channels, artiste management firms and distribution networks that seek out and produce products that are commercially viable and have a high entertainment value. Outside this mainstream sector there are several other forms of music and many independent musicians across the length and breadth of the country that the mainstream music industry hasn’t tapped into yet. These include a large variety of amateur and professional musicians who form their own niches and produce their own music and share it within smaller socio-cultural formations. Such a phenomenon is caused partly due to various structural contradictions in the music industry that prevent and deprive such musicians of exposure to mainstream media because of the low commercial value attached to their music. If a particular form of music does not sell, then it is not likely to be considered by music companies at all. As a result, a large pool of talented musicians gets scattered into lesser known subcultural formations and remains active within smaller networks and groups giving rise to new type of music known as Independent or Indie music.

What is independent music?

In a world where technological developments are blurring boundaries and changing the rules of the industry, it becomes difficult to find the perfect definition for the concept of independent music. There is a thing line that differentiates independent music from mainstream music but the conditions that characterize the two types of music function are different.
Independent music refers to the music produced by artistes who seek to break away from the mainstream commercial record labels in order to seek alternative routes to promote and distribute their music. Independent musicians seek to gain autonomy and freedom from the rules of the mainstream commercial music market so that they can control and enjoy the creative process of music making. They make a conscious attempt to disassociate themselves from record label contracts and promote their music by using their own resources. Most independent musicians follow a Do-It-Yourself(DIY) approach where they become self reliant and become involved in every stage of the creative process, right from the conception of an idea to creating the final mix and producing an album.Independent musicians develop their own little social networks,interact with other musicians at concerts and on computer mediated spaces,exchange ideas and identify several shared beliefs that strengthen the concept of Independent music and help increase its popularity.

~ by Arjun on July 7, 2008.