Change driver: Music industry dances to Internet, mobile, radio and TV tune

Oct 25 2013, 17:27 IST
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Songs like Lungi dance</i> for <i>Chennai Express</i> and <i>Tum hi ho</i> for <i>Aashiqui 2</i> helped drive revenues immensely. Songs like Lungi dance for Chennai Express and Tum hi ho for Aashiqui 2 helped drive revenues immensely.
SummaryFilms like Chennai Express, Aashiqui 2, Yeh Jawaani Hai Deewani, drive big bucks for firms.

Besides an engaging story and good production values, another factor that plays an important role in Hindi cinema is its music. More often than not, we remember a particular song from an old film, although we may forget the film’s name. However, with the passage of time, not only has the content of cinema seen a dramatic change, the music industry too has been subjected to change, with commercial considerations gaining importance – one of the biggest being filmmakers releasing music before the actual films like Chennai Express, Aashiqui 2, Yeh Jawaani Hai Deewani.

“Earlier the sale of CDs, DVDs and cassettes formed the physical form of business, but now, music is heard through non-physical forms like the internet, mobile, radio and television,” says Kumar Taurani, Chairman and MD, Tips Industries Ltd.

Bhushan Kumar, Chairman and MD, T-series, adds, “Years ago, physical sales of CDs were the only mode of monetisation for music labels. So the music rights were sold at lesser price compared to today. In the last five years or so, price for music acquisitions have increased manifold due to the increase in the box-office collections as well as increase in monetisation from various platforms like TV, radio and digital along with physical sales.”

The digital world

So while, digitisation takes over the physical form of music, companies now have deals with TV and radio channels, websites and mobile companies. “The deals differ as per the mediums, size of the movie and usage of different platforms. As for channels, it differs according to the genres like GECs, music, news, lifestyle channels depending on their usage and size. Same goes for radio channels but on radio, deals depend on hourly fees,” shares Bhushan Kumar. While Taurani says, “We do have different kind of deals with mobile companies or TV channels. When they’re playing our music, they pay us. But when we’re promoting our film through them, we pay them. Depending on various situations, different deals are signed.”

In this entire cycle, a film’s producer is at the least risk. Music companies pick up music rights for a particular film by giving a humungous amount to the producer. If the music doesn’t do well, the company bears the losses, while at times, they also end up earning huge profits. Music plays a very important role in drawing the audience to the theatres. For example, the Aashiqui 2 album was a huge

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