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January 19, 2005
DESI MUSIC SUCKS
I was recently asked the state of desi music, and my response was pretty much, IT SUCKS. The desi music scene in the states exists primarily due to bhangra, bollywood music and hindi remixes. In a nutshell, only these genres are widely accepted, and even in those categories there is not much for creativity or originality. In fact, it seems one can be punished for attempting to do something that does not belong in those categories.
And the original artists are not helping either. A majority of the original work is either hip hop or some mish mash of Asian underground/overground/massive music which appeals to a narrow niche of desis who generally do not frequent desi music stores. Think of it from a business point of view: why would i stock a product that I know a majority of my customers are not going to pick up? There seems to be a lack of understanding of the the marketplace by original artists. Now the argument can be made that they are trying to go mainstream. But why would any major record label even look at you if you do not show them significant sales?
Original artists need to operate like independent record labels in order to convince anyone that they are a viable product. The state of todays music is that most of it is being released as mixtapes, sampled music or just so non conforming that desi music audience does not know what to do with it. At this point, we STILL do not have a original artist that has sold like the soundtrack of Veer Zara or even Devdas. Until that happens, original artista are doomed to being downloaded for free or worse collecting dust at a random mom and pop store in Jackson heights, New York.
So what are the the answersr? MONEY. Until you are willing to open your pocket book, and commit yourself to running that original title like a business, the original artist will not succeed. RESEARCH. Know your market. Ask questions. Find out where people find out about parties or bollywood music, and make your music accesible to those outlets. NETWORK. Get to know anyone affiliated in anyway to desi music. No that does not mean kiss ass, it means find out if there are artists or products similar to yours. Perhaps, a joint package can be worked out. And finally, DISTRIBUTE. Do not expect to make money on your first album, get it out there to everyone you can. If this means making 5000 promos to give out, so be it. Let me repeat again, if you do not wish to run yourself like a business, then do what you are already doing, and stop complaining about how the desi market sucks.
Fact is, its probably you, your marketing or your product that sucks.
Sanjay Sabarwal is a marketing consultant as well as the in house counsel for Ziba Beauty, Inc, the leading eyebrow shaping beauty salon in the country.
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