Artist Aloud is an idea that evolves every three months. Started as a website that promotes non-film, independent music in January 2010, the project has grown to work and support 300 independent artistes till date.
The website began with two people and has now moved from being a distributor to a platform for music. “We were initially the ones who were letting people know about the artist. We became an aggregator and now a media platform. We’ve spread our wings across different formats,” says Saumini Paul, business and product head, ArtistAloud.com.
Popularising artistes through interviews, unplugged performances, fests and so on has been the norm so far, but now, the website has grown to include a WAP site, an App and internet streaming. “To connect with the music, the artiste must connect with you. To make this happen, we’ve been coming up with many events such as rookie nights, where we get first-time artists or bands to perform at Hard Rock Cafés,” she says, “we work on multiple genres since each artiste comes up with their own sometimes. The idea is to promote independent as a genre by itself.”
But, Saumini admits that it’s a slow process as the stage for independent artistes aren’t many. “People are noticing independent music, especially in festivals and live concerts. Some independent musicians or bands like Swarathma or Raghu Dixit have made a name for themselves but to be able to get conventional media to play independent music is still not happening.”
To make this happen, she thinks Artist Aloud must move across every platform that mainstream music does. “The only form of radio we have is an internet radio on our website. But otherwise, the music that people get to hear is what is being played in mainstream media. We’re trying to get music videos done and a video sharing giant is forthcoming. We have to keep evolving and can’t afford to stagnate,” says Saumini, who has been in the music industry for 15 years.
Shelf life is another problem in this day and age. “The ability to make a lasting impression depends on shelf life and this is becoming increasingly difficult. For now, becoming popular is a bigger agenda. People must turn to this music out of choice. And we’re doing whatever we can to push this music into a familiar environment and turn people towards it,” she says.
