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Aditi Mediratta

Pravar Peri

Vivek Krishnaswamy

Mudra Institute of Communications, Ahmedabad (MICA)



� Eclectic Fusion: musicians from various genres,who come together to experiment with theboundaries of music

� A mix of instruments both western and Indian tocreate music which symbolises the Indian youth

� The genre is particularly popular among theyouth. It is chosen keeping in mind the

demographics of India with around 60% of thepopulation being in the age group of 15 to 60and another 15% being currently in the agegroup of 0-14, showing that the future content ofmusic must be youth targeted



A mix of Kellogs serial and vada pao for breakfast before office

As comfortable shopping on the street as in a mall

Straight from the pub, to the temple in the morning

Does not find anyone to vote for, but will not stand in an election

Romantic, but commitment-phobic

Trying to be an individual, yet knowing that they are in a crowd



Music is not soap!

� Music sells because it connects. People·s preference for a

certain type of music differs according to the way they connectwith it.

� India today is a country built on diversities and contradictions.There is no one, permanent notion of India. The youth today, thesecond generation of independent Indians, reflect this sameidentity crisis. They are breaking away from traditions, andlooking for answers that are as diverse and relevant as the

reality they live in.� The genre ² fusion music per se, is an amalgamation of all

genres, but a subscriber to none. It is this aspect of it thatconnects with the people that like it, people as diverse as itself.

� Hence, the emphasis is to popularize the genre in India throughthe youth, by engaging them through college performances,gigs, underground performances, festivals etc.



�Signing up with e-magazines like IndieCision; Chordvine; SplitMagazine etc. for publicity in exchange for exclusive content

Traditional/PurchasedMedia

�Creation of a website for interaction with fan base. songs/videos

along with a forum for discussions about the band�Make it interactive by letting fans l isten to short solo pieces on eachof the various instruments.

�They can also make their music available in the form of ringtones,podcasts, feeds etc.

Website/Owned Media

�Aggressive promotion of the band in the Indian rock circuit viafrequent gigging and appearances.Promotion

�Performing at festivals such as Eastwind, Hornbill etc, as well as other college festivals like LiveWire, Strawberry Fields

�Performing in the biggest cultural fests of col leges across India, either as the main attraction or as an opening act.

Events andPerformances/ evelop

ed Media



�Creation of artist pages on popular social andmusic networking websites ² OurStage; MySpace;Last.fm; Facebook; ReverbNation; SoundClick;

eListeningPost etc.

Social Networking

� T shirts, mugs, chappals, key chains etc ² to besold through company website as well as throughevents/concerts etc.

Merchandise

�Monitoring the fan base of the band using iLikeand iCast and using eListeningPost etc to earnroyalty off the band·s music.

Monitoring the audience



Genre Promotion

� Secret Gig ² Every 2-3 months all the 5 bands come together to play

at a major student city, but the exact location isn·t disclosed. Buzz isgenerated by putting the word out on radio shows, sites and blogs

(both, bands· and fans·), and by planting clues at popular publicplaces like pubs, popular restaurants, railway station. Basically any

place that has a loo or a telephone booth, where a discreet symbolcan be planted on the wall, to indicate that the Secret Gig is

happening in that city. The radio channels will also be announcingabout the performance, but will not disclose the location. They willgive out clues once in a while. Eventually, the location will bedisclosed, and a live feed of the entire event would be put up on

youtube.The concept is to develop this ¶Secret Gig· as a platform associated

only with the genre of fusion, and particularly with that of collegebands/youth. The ¶Secret Gig· videos etc could be streamed live allover the country through the music website. Also, in the long run, itcan be used as a platform for launching aspiring college bands who

play that kind of music. The title sponsorship rights can be sold to acorporate investor (to create a property like say, a Coke Studio)

� Mobile ² Tie-up with cell phone companies to incorporate the

·



PurchasedMedia

�Radio

�MusicMagazines

�Purchasedperformance

opportunities

Earned Media�PR

�Word-of-mouth

�Socialnetworking

�Buzz marketing

OwnedMedia

�Website

�Band blog

�Blog of themusic genrepromoted by

the recordingcompany

DevelopedMedia

�Events/Concerts

�Music Store andBook Storepromotions

�Contests

�Tie-ups

In increasing order of relevance to the recording company for

promotion



Timeline

Pre:

Generate general buzz in colleges about this project, and geta feel of what the biggest bands are in fusion music in thecollege circuit ² Primary Research.

During:

Month 1: Recording and releasing atleast 2 singles per band.

Creating youtube channels, fb pages, blogs, band websitesetc. Selling of singles through itunes and the company·s site for a 4 day period.

Month 2: Promoting the bands at inter-college fests. Generatehype about the Secret Gig. Initiate viral campaign to

popularize the gigs. Set up a blog and website for the genre

itself and cross blog between the bands and the genre.Merchandising at college gigs as well to promote the brand.Opening up of online merchandise sales portals.

Month 3-5: Secret Gig tour begins. First Secret Gig in one of the5 bands· home cities. PR, promotion, radio advertising and print

ad campaigns. ´A Flavor of Differenceµ music festival across

the country at an appropriate time.Month 6: Final major gig ² collaboration with a huge event like



� Planned event calendar of each band

Playing during college fests

� One consolidated event every 3 monthsin a different city

� Main dates to be covered:

Main festival season in each part of thecountry

New year

Post Graduate College Fest Season

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