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Articles May-June 2021

Pursuing the Pro Audio Trail

In conversation with Caroline Moss and Sue Gould

PT got in touch with the Pro AVL Asia magazine core team of Editor - Caroline Moss and Sales Director - Sue Gould, who between them boast of over three decades of experience in the pro audio industry..... read more

NJSM Marks a Milestone in the Business of Sound

From Rental Company to manufacturer and innovator, Nixon Johnny has guided and grown NJSM from a two-person company to a fifty-person company, continuing to expand into virtual events with NJSM Virtual Studio..... read more

Tech Savvy Environment for T-Systems

Eyte Technologies installs high-tech AV Solution at T-System’s Experience Center facilitating brand value and delivering superior customer experience..... read more

Conversations with SudeepAudio

Sudeep Audio, one of India’s first pro audio web store selling studio software and equipment online commenced its YouTube Channel, ConverSAtions, in 2011 to share the journey of Indian Sound Engineers..... read more


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The Live Music Industry in India

Vipin Pungalia, Director -
Professional Segment,
Sennheiser Electronics India.

Music not only surpasses the barriers of language or culture, it’s a soul-stirrer that strikes a chord directly with our emotions and energizes us. Music is a form of art and expression that has the power to rejuvenate and connect. Roy Ayers, calling himself a messenger rightly said “The true beauty of music is that it connects people. It carries a message, and we, the musicians, are the messengers”.

Over last one decade, the adoption of audio technology and market for international music has evolved manifold in India. The exposure to global music and internet penetration with smartphone has acted as a gamechanger for audio industry. A recent report released by IFPI, a body representing the recording industry worldwide, India, currently ranked 15th in the world, is well-positioned to break into the top 10 music markets by 2022. The global recorded music market grew by 9.7% in 2018 and this is the fourth consecutive year of growth for the industry

There are so many indigenous bands that are doing great these days, the passion and love for music has led to the rise of live concerts. Listening to live music have now become a trend, it has become an integral part of all kinds of events. The millennials are enthusiastic to watch their favorite artists perform on stage and the global artists have India as their preferred destination. Today’s audience is increasingly looking for one important thing – a memorable experience, which is only possible with good artists and world-class audio technology. The dire need for worthwhile experiences has seeped into the music consumption patterns of the listener. While people are consuming music on-the-go with their headphones/earphones or at home on speakers, every now and then, consumers wish to experience the music it to the fullest through live concerts. It’s like watch a movie on theatre or your television, while the content is same, the experience matters.

If you come to think of it, considering how hectic and deadline-driven the everyday lives of today’s generation is, it is natural for people to look for ways and opportunities to de-stress and rejuvenate themselves. Increasingly, we have witnessed that millennials are looking for a holistic experience that would help them keep their spirits alive and escape from the monotonous routines. The setting of a live concert or a live stage performance is what makes for a memorable experience - far greater than listening to a song by yourself on your headphone – an ambience of fun and excitement where hundreds of people with a synergy in music preference come together to watch their favourite artist or band perform live in front of them. The vibe is electric, contagious and like no other.

So, while recording is an important aspect of the music industry, live entertainment as a format has gained momentum. India is a country with a booming live music industry. Over the past decade, the popularity of music festivals has increased drastically. Bacardi NH7 Weekender and Sunburn are two of the biggest and most popular festivals that see large numbers of footfalls from across the country. In 2012, Sunburn drew over 1.5 Lakh people, a number that has been steadily increasing since. They have also laid the foundation for smaller festivals to take root. Over the past couple of years, these festivals attract loyal audience, who act as brand evangelists for such events and further attract more music lovers to festivals nationwide.

The emergence of conventional and non-conventional venues for live music has led to a healthy demand for both home-grown and international live entertainment in the country. Despite the industry-wide shift in consumer spending, the growth of live music looks to continue unimpeded for years to come, as real-life experiences encounter a surge in popularity.

Today, India has become a high-potential market for experimental and experiential music events.

A FICCI-KPMG 2016 report sated the size of India’s music industry at Rs 1,080 crore in 2015 is expected to grow to Rs 2,060 crore by 2020. Social media buzz has also contributed to the growth of the music festivals in India. Approximately nearly 25 festivals are held each year in India. With music festivals going mainstream in India, event producers over the past two to three years have recorded millions in ticket sales and sponsorship revenues, ensuring the sustainability of these events in the future as well. As a direct consequence of the rising popularity of music festivals, there is an unprecedented surge in the number of independent artists across genres who are making the most of digital platforms and live events to find their audience. While Bollywood dominates music consumption in our country, the indie music scene in India is gradually maturing, and things are looking up for independent artistes.

As advertisers look to reach out to young audiences in more immersive ways, they are increasingly cashing in on emerging trends such as music streaming and multi-day music festivals to make sure that their brand is present and visible where the millennials are. Today, India has become a high-potential market for experimental and experiential music events.

Having said that, despite the live music industry growing at an unprecedented rate in India today, what tends to often go unnoticed is the importance and significance of the professional equipments that contributes in numerous ways the overall experience. It is the perfect amalgamation of technology and equipment with music that can create a masterpiece. Every single artist takes their professional instruments and equipment extremely seriously, focusing a lot on their quality, because it could make or break their performance. In other words, professional equipment is indispensable to any artist.

Understanding the needs of the live performing industry, multiple live performance gear is available in the market that cater to those needs and requirements. Sennheiser, is globally recognised for launching the best of audio technology globally. The company has a wide range of product portfolio that focuses on live music and live performers. The EW series of wireless microphone by Sennheiser offers best-in-class audio output and is one the most popular Sennheiser product across the globe. Recently, Sennheiser also launched three new monitoring in-ears- IE 40 pro, IE 400 pro and IE500 pro designed for music creator and live performers.

India has always been a music loving country. Considering the way today’s audience is seeking memorable experiences and the ever-increasing footfalls at music concerts, the live music industry will continue to grow in India in the coming years. This will have a direct impact in the demand for superior professional equipment with cutting-edge technology, making it important for brands like us to constantly innovate and create the best to provide an impetus to this growing culture.

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