Insights From Vineet Singh Hukmani On Independent Music Challenges And Revenue Strategies

Meet Vineet Singh Hukmani, the 'Founder' of GreatSong.World, a visionary in the realm of promoting quality original mainstream English music by Indians and Asians globally. With a mission to place and amplify this diverse music on radio and digital streaming platforms worldwide, Vineet's company has witnessed success as the represented songs consistently compete on top global charts and aspire to clinch prestigious global awards. The selection process for these songs is overseen by a quality board comprising esteemed global professionals, including Grammy Award voting members. Additionally, GreatSong.World offers detailed analytic reports on song performance and growth.

Prior to his role at GreatSong.World, Vineet served as the Managing Director, CEO, and shareholder director of Next Radio Ltd, specifically with 94.3 Radio One India. His nearly 12-year tenure saw him spearheading innovations in audience and business strategy, establishing the English/premium international FM radio space in India.

In an exclusive chat with loudest.in,he talks about his music journey and about music business in the coming years.

Here are edited excerpts:

Q1.Tell us about your music journey so far who was your inspiration?

My formal and professional journey in the music industry spans three years. Prior to this, I had a background in the radio industry and a longstanding association with the media and entertainment sector. My transition into full-time music involvement came after my exit from radio one, following its acquisition by our media group in 2021.

During this relatively brief period, I had the privilege of being under the guidance of a proficient management team based in the US. Together, we achieved several remarkable milestones, including multiple Grammy submissions and chart-topping accomplishments. My inspiration has been deeply rooted in the music of English bands from the 80s, a fondness cultivated during my school days. However, I also draw inspiration from contemporary artists such as Michael Jackson and Bruno Mars. In the Indian music scene, figures like Shankar Mahadevan and Kishore Kumar have significantly influenced me.

I find inspiration in individuals who prioritize originality, dedicating hard work and effort to their craft. As I continue my musical journey, the diverse influences from both the past and present shape my approach and drive for authenticity.

Q2.As an independent artist, what challenges have you encountered, and could you provide insights into the revenue system for independent artists, detailing the processes involved?

Being an independent artist offers a tremendous advantage—the freedom to create without constraints. In contrast to the structured approach of labels, independent musicians have the flexibility to explore their artistic vision. In the industry, there are two distinct types of independent musicians: those pursuing music as a hobby and those approaching it commercially and professionally.

As an independent artist in the latter category, my management handles me with a high level of professionalism. We meticulously plan releases, strategically time them, and establish revenue streams. This includes earnings from royalties, sync licensing, rentals for songs in multiple languages, and opportunities like having music featured on platforms such as Netflix. Catalogue monetization plays a pivotal role, where my agent works to sell my music repeatedly, capitalizing on its existing success on radio charts.

For instance, a song like "Jab the World," penned during the COVID period, has been translated into six or seven European languages. This catalog is continuously pitched to platforms like Amazon and Netflix, contributing to ongoing revenue—a crucial aspect of the e-commerce side of the music business.

Whether you're an independent musician or signed to a label, the same audience can purchase your music and contribute to your financial success. While releasing music as a hobby may involve crossing fingers for serendipity, working with a professional management agency provides strategic guidance on production, radio placement, and monetization. Though my agency takes a substantial 40% commission, their efforts and guidance enable me to earn significantly more, making the partnership mutually beneficial in the complex landscape of the music industry.

Q3.In the current landscape, songs can gain viral traction solely through Instagram. Do you actively engage in any social media campaigns to promote your music?

The agency I collaborate with takes a comprehensive approach, handling various aspects, including music and Instagram. In a relatively brief timeframe, I've amassed over 1.6 million followers on Instagram, a testament to the systematic work undertaken. They initiate the process by highlighting chart-topping hits, accomplishments, and posts. Recently, with the release of the new song "Born in India, Born in Bharat," we achieved an impressive 1.2 million views within just 32 hours.

Q4,Tell us about your new song born in India born in Bharat as it has come near Republic Day too?

The latest song is a tribute to everyday Indians, acknowledging their hard work and expressing gratitude for their contributions. It serves as a thank-you to farmers, teachers, doctors, and all those who have played a role in our lives. The intention is to highlight the importance of recognizing and appreciating the efforts of individuals who collectively make the country great. This song, written to infuse positivity into the fresh start of the year, carries a patriotic essence that resonates not only with general celebrations but also fits seamlessly into national events like Republic Day or Independence Day.

Q5.How has music business has changed in the coming years and what we can expect in 2024?

I will discuss more about India catching up internationally, acknowledging that we might be a bit behind now, but confident that we'll bridge the gap soon. These are global trends, and when a new musician launches globally, expectations have evolved. Gone are the days when musicians handled everything from creating songs to selling music and performing live. The current competition landscape prompts agents to advise musicians to carefully choose one of three key areas: creating music, selling music through e-commerce, or performing live.

Live music is akin to the retail side of the business, requiring ticket sales, band coordination, venue bookings, and travel logistics. Professionals emphasize that venturing into the physical side necessitates establishing a presence in the e-commerce domain first. The prevailing wisdom advises against trying to do everything simultaneously. Instead, the global trend encourages artists to focus on each aspect gradually.

In India, music is closely tied to Bollywood, but globally, independent music stands on its own, unrelated to films. Artists like Lady Gaga and Rihanna wield significant influence, often surpassing even Hollywood stars like Tom Cruise. The power of the music industry is immense on the global stage. While independent music in India is emerging from the shadows of Bollywood, seeking professional guidance from reputable agencies is still preferred.

My own company, GreatSong.World, is aligned with this global approach. We guide Asian musicians to first produce high-quality global music, get featured on radio, establish chart credentials, build a comprehensive music catalog, generate e-commerce revenue, and then venture into the live music world.