Changing Music Industry

Almost a century old HMV group selling music in physical form is crumbling. Music for niche genres, record labels and stores that rely on physical formats face tough times. It is a great time for large concert organisers, mobile device, manufacturers and brands—all of whom are adopting to the new realities of how the music is heard, shared and even created.

Music competes with traditional form of entertainments such as Hindi films and cricket. People are ready to pay good money for a concert.

Music has emerged as a branding option. To marketers, it is an opportunity to get the ideal audience. Many brands have tapped the opportunity that live music represents.

The game changer for music industry is the proliferation of internet and cell phones. You can distribute content legally online. Musicians reach a wider audience. This is good for brand managers.

Music associated with brand may not have direct correlation in terms of gains. However, it brings enormous happiness in the life and so people value it and keep company.

There is a continuous shift of music from physical to digital formats. Music industry achieved revenues of Rs. 9 billion in 2011. ( KPMG ). A lot of people are accessing music through cell phones. Mobile devices are preloaded with music. Nokia store allows download of music. Samsung has tied up with Hungama.com  to make music available to customers. Micromax has launched Mymicromax.com –- an entertainment portal. Sony is also going the pre-loaded way. Cell phone companies do not remain just passive suppliers of music. They support actively the music festivals.

The rollout of 3G and 4G networks will give a further push to monetise digital music.

Music labels in future will tie up will handset manufacturers.

The CD’s are in danger of going the way of the tape, receding into ‘ a relic of the past’ territory. Music labels, therefore , are relying on cell phone manufacturers to pull them through.

Business is about Selling

Mark Peterson, Asia-Pacific CEO of media behemoth GroupM considers himself a salesman. He had an early exposure to the science of selling in the mid-80s working in the UK for what is now Clear Channel – an outdoor company selling billboards and bus shelter campaigns to media planners and buying departments. He believes that every business is fundamentally about sales. In GroupM, they are persuading clients to do things differently and that requires selling skills. He remembers David Ogilvy’s dictum; ‘ We sell-or else…’He feels creative agencies live and breathe the sales mantra but the media agencies have moved away from it.In essence, both are selling, in different ways.They sell creative works while we sell media plans

Vangmayshobha : Literary Marathi Magazine

2013 is the centenary year of M.M.Kelkar who ran single-handedly a Marathi literary magazine Vangmayshobha for 55 years non-stop. Kirloskar  came before Vangmayshobha and Hans and Vasant around the same time. Even then Vangmayshobha  has carved out a special place in the literary world. Kelkar started the publishing business in 1937 under the name of Manohar Granthmala, and Vangmayshobha  was launchad in 1939. In initial years, the Kelkar family contributed a great deal to the magazine—his uncle N.C.Kelkar, Prof. D.K.Kelkar and mother Geerijabai Kelkar. Many other literary giants joined these family members and enriched the journey of Vangmayshobha. In the initial years, it had N.C.Phadke, S.M. Mate, G.B. Nirantar, V.M. Joshi. Later V.S. Khandekar and P.D. Bhave too contributed. S. N. Navre, S. G. Malashe, Vasundhara Patwardhan, Madhu Mangesh Karnik, Sadanand Rege too contributed. G. A. Kulkarni too wrote for it. Vangmayshobha  published several genres of literature—debates, discussions, interviews, political write-ups, fiction, book reviews, short stories, novels, poetry, women’s issues etc. Kelkar published Lokmanya Tilak’s article defining Hindutva from Chitramayjagat  and N. C. Kelkar’s 1902 article on Israel in Vangmayashobha in 1948. Reprints of a great heritage, Kelkar invited many thinkers to write about socio-political issues. Its poetry section was enriched by Kavi Yashvant, Sopandev, Vinda Karandikar, Mangesh Padgaonkar and Dutta Halsagikar. Manmohan Natu’s Radha Tujha Sail Ambada  poem charmed everyone.

Kaksparsha, which was adopted to a movie, was published in Vangmayshobha. The writer of this story is Usha Datar. Between 1956 and 1964, Kelkar paid honorarium to the authors according to his capacity. To Kelkar, Vangmayshobha  was a sort of laboratory to create literature.

Kelkar avoided erotica and police investigation stories. He was very careful about proof reading. Kelkar’s autobiography Swabhavala Aushadh Nahi Ani Deva Pundhe Gati Nahi  was liked by the readers.

Kelkar edited Vangmayshobha  till 1992. When he started, he was 26. When he left, he was 79. In 1980s and 1990s, DD and movies competed with magazines to attract the audience, but Kelkar survived against these rivals. He roped in many cartoonists. He allowed artists like Dalal and Mulgaonkar to showcase their talents. Vangmayashobha’s covers were designed by artists like Padma Sahastrubuddhe, Vasant Sahastrabuddhe and Ashok Dombare.

Vangmayshobha created a virtual literary  treasure in 55 years of its existence. Kelkar wanted to publish select issues for the benefit of the readers but his wish never got fulfilled. He assigned the editorial responsibility to his younger son in 1992. In the changed circumstances, he published the last obituary issue on the death of Kelkar ( 5th Nov1994 ). Thereafter, Vangmayashobha was closed down. The surviving family members of Kelkar have digitised all the volumes of Vansmayshobha  between 1939 and 1992. They are available on bookganga.com. This is a real tribute to M. M, Kelkar.

Marathi Journalism : A Note

In yester years, newspapers had two departments—editorial and composing. In editorials, there was predominantly Brahmin manpower. The compositors were Brahmins, Maratha, Dalit and OBCs. Nana Saheb Parulekar from Sakal  worked for seven to eight years under Babasaheb Ghorpade, who was a Maratha. It was paragmatic and influenced the Brahminic journalism of Kesari  and Gyanprakash. Sakal  was popular amongst the common masses. Nanasaheb was Gandhian, but was dressed in western clothes as he was US-returned. There were two journalists who favoured the masses—N.B.Parulekar and Baba Saheb Ambedkar. They were both in the Columbia university in junior-senior positions. The domination of Brahmins in Marathi journalism was curtailed due to their efforts. Though journalism was Brahmin dominated, the allied professions had the depressed classes, e.g. there were Marathas in printing. There was non-Brahman journalism due to the efforts of Chhatrapati Shahu and Sayajirao. However, this was not influential enough to attract readership and hence advertising. IT entered in printing and journalism, and that opened the doors to non-Brahmin talents. There was wide-spread talents in all castes. Globalisation also helped the professionalisation of journalism. There was a flow of people into the AV medium of DD. In rural Maharashtra, there was an upsurge  of fortnightlies, magazines, dailies. That is because of the ease with which a publication can be run on the strength of available technology. This rural journalism is mostly non-Brahmin.

Wisden

Wisden is the Bible of cricket. It is published annually from England for the last 149 years. It completes 150 years now. It provides the valuable statistics. The first test match was played in 1877 on 15, 16, 17 and 19 March. Wisden was first published in 1864. It pre-dates the first test. It was previously called Wisden Cricketer’s Almanac. They used to write ‘ cricketer’s ‘  for the first four years, but from 5 th year, they used to write Cricketers’. Initially, apart from cricketer, they used to write about other sports. Its cover page was in Salmon pink colour but in 1938, it was converted into the yellow colour. To begin with , it carried 112 pages but now carries up to 1500 pages. The centenary issue was published in 1963. The annual has been started by a cricketer—Jone Wisden. The first editor was W.H. Crossford. Wisden in its 150 years life has been edited by 17 editors. The longest editorial tenure was that of Sydney Pardon. He remained an editor for 35 years. It selects Top Five Cricketers every year. This is going on from 1927.They formed an expert committee to select the Top Five for the Century. In 2004, they started selecting ‘Wisden Leading Cricketer in the World.’ The first one to receive this honour was Richy Ponting. Sehwag was selected consecutively in 2008 and 2009 for this honour. They arranged Wisden Trophy Match on completing 100 years. Wisden’s ownership too changed during  course of time – Robert Maxwell to McDonald, Sir Paul Getty and Bloomsberry.

Wisden’s editorials are important. Wisden collaborates with ESPN for online statistics.

Customer Loyalty : Customer Lifetime Value – CLV

Customer loyalty was valued as a very useful metric to assess the value of a customer some fourteen fifteen years ago. Loyalty was defined in terms of time, amount and frequency of a customer in shopping with an organisation. However, it ignores whether such engagement is profitable. V. Kumar and his associates ( Georgia State University ) came up with a new metric to value the customer. It is related to profit generation through a customer in future. They collected transaction database of the customers buying. They also calculated the spending the company does on these customers e.g. say direct marketing costs. They then calculated the gross margin for each product sold. These three pieces of data collectivity led them to a Customer Lifetime Value ( CLV ) metric. Many companies adopted this metric. One telecom company got rid of 1000 unprofitable customers. Those were calling call centres frequently, and each such call cost the company dear. And their total spend on telecom service was lower than the amount the company spent on them. Such customers can go to a competitor, but in that case the competitor too will become unprofitable.

Caller Tunes

 

Caller tunes are those tunes which are played when some one calls, instead of the usual ‘tring tring’. It could be a popular Indian film number or western music. The phenomenon started in South Korea for the first time 10 years ago. In India, it happened on July 19, 2004 ten years go. Technically these tunes are called CRBT—caller ring back tunes. The estimated market for this is worth Rs. 2000 crore. Around 66 million people have used the service. The business is operated by the telcos, the owner of the music, and the value added service (VAS ) companies like Hungama, OnMobile and One97. The revenue is shared amongst these three. Typically telcos get 50 percent, and copyright owners 20 percent. India’s music industry is worth Rs.900 crore, and caller tunes account for a substantial proportion of it. Caller tunes are tools of individuals expression—expression of the personality of the user. BPL introduced the service limited to Mumbai in June, 2004. As caller tunes are paid for by people, they are a better indicator of the popularity of a song.

In this VAS, the caller does not experience the service he is paying for. Getting people to change the song is difficult. People also tend to forget the song they have subscribed to. In addition, there should be a search and delivery mechanism to enable a user to find what he is looking for.

It includes–

 

* copying a tune a caller hears when he calls another person.

* a song-catcher where a user can dial a number and say a song’s name

* or even place the phone next to a radio or any other device playing the song

* or an IVR ( interactive voice response ) system.

In future, there could be caller tunes with a video aspect.

Lavani

Lavani

In Mumbai, Mee Kaat Taakali  ( I ‘ve shed my skin ) had been organised in June 2012 to juxtapose the old style of lavani and the new style, where each style was represented by five dancers. Though there is an element of sensuality and many songs have double meanings, there is also an overwhelming grace and aesthetic beauty. Lavani should not be narrowed down to an item number. It has much more potential. It is an art form.

In traditional lavani, there was more emphasis on expressions and conveying a meaning to the audience. In modern lavani, words are not given importance. There is focus on fast moves. The fast style is more appealing.The interest to understand the nuances of the dance is decreasing. In the old style, the dancers would sing as they dance. The costumes are changed in modern performances more often. Lavani dancers followed the custom that  once the dancer ties a ghungharoo to her feet, she will not get married.

Sangeet Bari

Many lavani dancers would stay at the Sangeet Baree theatres and perform everyday. They would reside in the theatre premises till their contract would expire. Different groups called Sangeet parties would perform there. The last such Sangeet Bari theatre in Mumbai closed down in 1992.

3D Cinema

It was in 1895 that for the first time the public saw a film — Arrival of a Train at La Ciotat — a silent film where a steam engine seemingly charged straight at the audience. In 1896, William Friese Greene filed a patent to view images in the Three Dimensional format. This surreal format seems to be arriving after 119 years since its invention.

The House of Wax was the first 3D colour film 70 years ago. In India, Jijo Punnose directed My Dear Kuttichathan ( the Malyalam original to Chhota Chetan ) in 1982. 3D imaging originated before photography. The pioneers are the optical scientist Chris Condon and academician Lenny Lipton.

The tricky part is 3D is the depth. The closer the object is, the sight perceives its entire depth. As the distance creeps in, the object becomes flat. 3D is akin to what happens to sound in mono and stereo versions. In mono, the sound comes from a single source, whereas in stereo it comes from many sources. The same logic applies to vision too.

Virtual Town Halls

Google+ hangouts are akin to virtual town halls. It is an application for group video chat. The interaction can be broadcast on YouTube and your own Google+ page. The session can be beamed on TV channels. It is an example of media convergence. Though similar to TV debates, the format is exciting. The Hangouts interview is more structured. Questioners have the time to raise an issue and same can be answered without being interrupted. It is a new medium that is interactive. There is a lot of back-end orchestration. Facebook has a similar video chat service called Live stream. This medium can be used by politicians to take their message across through the social media. Rajneil Kamath, Adwords Associate, Google got a chance to dabble in his special interest when he began hosting Google’s popular Hangout events.