Change is in the air everywhere. Carnatic music is no exception. There are some profound shifts happening in the performance circuit that are altering the landscape subtly or otherwise. We discuss four of these:
The audience: Virtual audience (as opposed to face-to-face audience) has grown in large numbers. This includes YouTube watchers, private collectors and propagators on the net. Some (or many) may not even attend live concerts but are active participants and commentators. That has a big impact on the Chennai season crowds. There is now a big divide. A few stars boast long entry queues before their concerts and many other capable artistes have about 25 in the audience in an evening slot. The grammar of attracting audience to concerts has changed. What is your social media and audience-gathering strategy? As they outnumber physical audiences, in cricketing parlance, one may have a roaring ‘net’ practice without worrying about the main pitch (pun intended).
The cradle to stardom has shrunk: The mid-morning or the noon slots are the cradle identifiers for aspirants. The climb to the prime evening slot has shrunk in recent times to less than ten years (albeit for a few). How do you then stay on top for 30-40 years as the previous generations did? What are the challenges of averting staleness in one’s music, having risen fast? Over-performance has already taken its toll on the careers of some. What is the secret to staying fresh and appealing if your peak years get you on stage 15-20 times in December, very early in life?
Personal branding: The popularity equation has transformed and music quality is only one of the variables. What is your brand? It comprises personal identity (social butterfly or recluse or cult-leader or loyalty-seeker, etc.,), dress and appearance code (even half-sleeved white shirt is a fashion statement, accessories do help and men’s jewellery is cool), what causes are you associated with (genuinely or otherwise), how international is your performance calendar (remember, there are 190-odd countries in the world), what are your extra-curricular activities (related to music or otherwise — writer, dramatist, activist, debater, actor, lyricist, social do-gooder and flirter into other fields), which celebrities are you seen with are all important statements in the resume of a contemporary performer. Is your comfort food or your favourite restaurant a public secret yet? Have you enlisted a photographer as one of your avid fans? If you haven’t done it yet, please go and see a personal brand consultant today.
Norm-breaking streak: Quirky musicians were the outliers in the past. Not anymore! A bit of (even a lot of) off-beat content is not considered brash. You can vary the format, include unusual songs or themes, play around with established norms, over-do some parts and get the traditionalists to squirm. You will not be accused of mocking our music or disrespecting the order. It’s slowly becoming mainstream. Liberties are taken, not given. If you are convinced that they make you stand out in the crowd, go right ahead. The community is quite tolerant.
Whether an artiste wishes to stay solid like a rock on traditional footing or move with the shifting sands, is a tough choice these days.
