Episode 18 – Make In India

 

Our most excellent P.M, Mr. Narendra Modi has exhorted us to ‘Make In India.’ This indeed is the mantra for the new age. This is what needs to be done- show the world that we Indians can make world class products; in my case – music.

So in October 2014, I met Vinay Lobo and together we recorded two of my tracks which I promptly uploaded on ReverbNation. The first track, Eagle Dance, winged to No.1 in Mumbai and No.11 on the National Rock charts in about a week. I got fan mail from all around the world – U.S.A, U.K, Canada, Indonesia... Well begun is half done?
And then, And then, and then? Dude where’s my car? Where are the talent scouts? The record labels? The Honchos? Nada. Kaput. Ain’t making a good product enough? What to do now?

Then I looked around. Talent isn't in short supply. There are musicians here who are as good as anywhere else in the world. How come they aren't being promoted? The drummer of an upcoming indie rock band told me during a jam, “Major record labels do not promote bands like us. They promote star-kids and people with bags of money.” This left me puzzled – here is a band of skilled people, who compose their songs, write lyrics, have a significant fan following and the potential to stand shoulder to shoulder with foreign bands. So why are these guys NOT being promoted!?! Whereas, on the other hand, labels spend unimaginable sums of money to promote manufactured pop stars who are spoon-fed the music, lyrics etc. If the argument is Rock/Metal doesn't sell in India, I ask, “Are these nonentities selling millions of records to make the deal profitable?”

So, the quintessential question is – isn't making a world class product enough? The musicians are doing their job of making good music, but who’s taking care of the business side of things? Sure, things are being “Made in India” but what about aspects like promotion, marketing and even corruption which prevent our world-class products from being world-class!

Or are they taking us on One Big Wild Ride???

More next week in Make in India Part 2... Stay tuned... till then,
Dazed and Confused,

Yashashree