India represent an emerging market in the global music industry, with a 24,5% increase in revenue in recorded music in 2018 compared to global growth of 9,7%. India is currently the 15th largest market for recorded music in the world, and IFPI’s Global Music Report expects India will reach top 10 within 2022.
Øya International is a business-to-business program that runs throughout the Øya Festival in Oslo. Among the almost 160 delegates from the Norwegian and international music industry at Øya International this year, there will be three special invites from India. Akhila Shankar, Amit Garbaxani and Roochay Shukla will be hosting a panel on Thursday on the Indian music market exclusively for the delegates, and we have done a Q&A with them.
Akhila Shankar of JioSaavn
Amit Gurbaxani, music journalist
Roochay Shukla is the Marketing Manager at Outdustry India, a market-leading music industry services company, founded in Beijing in 2006.
– I run marketing and promotions in India for an ever-growing client roster including Major Lazer, Diplo, Lauv, Flume etc, across Radio, TV, DSP, PR and influencer marketing, as well as creative and collaborative projects.
– Are you looking forward to the Øya Festival and to see Norwegian artists?
– Absolutely, Øya Festival has got such a fantastic lineup of artists. I’ve heard Sigrid and Robyn, so quite thrilled to see them perform live. But, also excited to discover new Norwegian artists in the festival.
Read more: Roadmap to India (Norwegian)
– How is the climate for Norwegian and international artists in India today? Do they stream a lot or is it mostly national repertory that Indians listen to?
– India is a super interesting market as there is a wide variety of culture and languages that change with every state (in total, 29 states in India). Certainly, the majority of the chunk listen to Bollywood and then comes other regional music and English music. But what’s interesting is that the market share of English music has grown tremendously in the last five years. My entire roster consists of international artists and India is in the Top 5 markets for most of them.
– Do you know any Norwegian artists, and how is their standing in the Indian market?
– Yes, for sure. Prior to Outdustry, I served almost three years at Sony Music India as a Promotions Manager in their international department. So, I was deeply involved in promoting Kygo and Alan Walker’s music In India. And when they were in India in 2017 for their tour, we worked on the on-ground promotions as well as in doing promos with the key media outlets. Both are top streaming artists in the country. Apart from them, pop Norwegian singers like Sigrid, Astrid S and Aurora are fast-growing in the space of streaming and YouTube.