How Music Companies are negotiating the big pivot?

With the coming of digital platforms traditional companies are going through a different churn.Nowadays,Music labels are trying to be relevant and innovative so they can keep their audiences entertained by the music they produce.

Creating a community is the aim of the game in any business and more so in music business.Building a fandom that follows your moves, buys your music and feels part of your message is key. Creating a family away from family that shares common interests and gives fans a sense of belonging without it you’re essentially shouting into the wind.

Vinod Bhanushali Founder and Managing Director, Hitz  says,“In today’s time, there is a huge opportunity, mainly in the independent  scene, to explore further with a lot of new talent left to delve into. We at Hitz , will continue collaborating with big names in the industry like Yuvan Shankar Raja, Javed Ali, Kumaar, Asees Kaur, Dhvani Bhanushali, Raftaar, Neeti Mohan, Saaj Bhatt, Shaan, Qaran, Falguni Pathak, Shail Hada to name a few. As a label, we are also working with newer talents like Amol-Abhishek, Shruti Rane, Samar Monsoon, Keshav Anand, Amit Gupta, Haiyat Khan, while we continue to scout for new voices, new composers and writers. As a team we believe in creating good  supported by the right marketing strategies while learning and adapting as we go. But our main vision has been the freedom of artists with all fairness and integrity. Basically everyone involved – including lyricists and composers – gets a fair share. As a label, we want to build a transparent and equitable business model; there is a real need for that in India. 

With the kind of opportunities and reach an independent artist gets on streaming platforms, finding new talent or giving an opportunity to new talent is an added advantage because what attracts a listener is the sound and emotions behind the words and voice.”

Nowadays record labels popping up left and right nowadays it’s important for brands to be innovative and creative; not only responsible for creating quality but building communities around the sounds they also represent. Understanding the whole value chain that surrounds is key to growing a fan base and maintaining integrity in a disposable environment that has evolved with the internet’s uprising.

Deepti Gupta, CEO of Treasure Records adds ,”As an aspiring label, the only way to get your target audience to listen to your is through promotion. However, most musicians prioritise creation over promotion.Surprisingly, promotion for new artists is not as difficult as it once was. The internet has opened up new avenues for reaching your target audience. Let's get one thing straight: promotion is more than just uploading your to a streaming platform; that's just one outlet.”

Creating killer tracks with the equipment you own is an important investment. Investing in content is just as important in the age of social media. The world of promoting has changed drastically and pushing your sounds online with the help of good content to grab people’s attention is the most effective way of getting noticed.