Independent artistes expand into new territories to reach audiences

The pandemic, while strengthening an active community of indie music artistes, was challenging financially. If you manage to get a huge number of streams, you can make some money but it is not the best business model to have.” He adds, “When other artistes hear my music and like the production, they reach out to me to produce their songs as well. Everyone has to find a business model that works for them.” Vineet Singh, who helmed a radio network company, suggests that English language independent artistes who are looking to tap a larger commercial global audience create music for a specific genre of radio. “It depends on what you want, if you are content driving a Scorpio and not an E class Merc, it is great,” he states, adding “But it is always advisable to have other related sources of income as well, like online classes, making music for ad films etc.” Ritnika Nayan, country head India for CD Baby/Fuga, insists that artistes should utilise all the avenues available to them to make money. “Artistes should make sure they are connecting with the right distributor/aggregator who has the best interest first in your music and you,” he adds.