Playing Through the Pandemic
Though many battles have been won with the right strategy and courage, the perennial conflict between hope and disappointment has often found solace in a much subtler salve - that of music. In the current unprecedented times too, the soothing notes of digital concerts are keeping the hopes of musicians, music-lovers and the industry high
This year on June 21, two major events, the International Day of Yoga (IDY) and the World Music Day, saw millions participate in a virtual celebration. As IDY 2020 was observed with the theme Ghar Ghar se Yoga (yoga from home), music lovers across the world rejoiced with the power of virtual music as several concerts were broadcast live. In India, It all started with the ‘Janta Curfew Online Festival’ on March 22, which was organised by Anil Srinivasan, a Chennai-based pianist. Srinivasan called for dancers, musicians, poets, performers, writers and other artistes to “engage audiences creatively”.
As the world struggles with the COVID-19 pandemic, and the global music industry, like many others, faces a huge crisis. But, it seems music is set to conquer the challenges soon. The INR 15 billion Indian music industry largely depends on films for its revenue. With shootings postponed and events cancelled, the industry has gravitated towards online events, virtual concerts and live streams. These are slowly becoming the new normal for musicians and music connoisseurs.
CONCERTS GO ONLINE
Another move towards online concerts came on the first day of the nationwide lockdown on March 25, when sitar player Shubhendra Rao with his wife, cellist Saskia Rao de Haas, decided to serenade listeners with Bhimpalasi, an apt afternoon raga (classical Indian music), from their home in Delhi. Anyone who tuned into their Facebook page at the designated time could listen to the soothing notes.
Many organisations are assisting artistes to adapt to these times by providing opportunities for online and virtual shows. The efforts made by Anahad foundation under the Chaukhat ki Goonj initiative have helped numerous folk musicians by connecting them to people online and allowing them to sponsor live 30-min performances. With over INR 3.5 million raised so far to provide monetary support to 1183 folk artistes across 45 locations spanning 9 states, the initiative has provided immediate relief while simultaneously raising awareness for folk music through virtual shows.
Indian musical legends like Rajasthani folk singer Mame Khan and rock band Parikrama have also participated in shows that were streamed to thousands across the country.
On April 22, Ricky Kej, a Grammy-award winning Indian composer and producer, held an online concert, which was watched by an estimated 89 million viewers from around the world. “A lot of people reached out to me stating that they were extremely inspired by the music and the overall message of my concert. As an artist, it is very fulfilling when the audience is so receptive. A digital concert with a huge audience such as this is a new experience but I am very happy with the way it all turned out.
Similarly, a folk music tradition from South India called Parai, performed with the upbeat sound of drums found an increasingly large audience during the months following the COVID-19 outbreak. Chennai’s Sumanasa Foundation has even managed to raise close to INR 4 million with online events showcasing artistic traditions falling outside the contemporary outlook.
On April 22, Ricky Kej, a Grammy-award winning Indian composer and producer, held an online concert, which was watched by an estimated 89 million viewers from around the world. “A lot of people reached out to me stating that they were extremely inspired by the music and the overall message of my concert. As an artist, it is very fulfilling when the audience is so receptive. A digital concert with a huge audience such as this is a new experience but I am very happy with the way it all turned out.
Similarly, a folk music tradition from South India called Parai, performed with the upbeat sound of drums found an increasingly large audience during the months following the COVID-19 outbreak. Chennai’s Sumanasa Foundation has even managed to raise close to INR 4 million with online events showcasing artistic traditions falling outside the contemporary outlook.
I FOR INDIA
In light of the pandemic, music festivals and large-scale events took the hardest hit “Businesses have gone from running very well to shutting down completely,” says Nikhil Chinappa, co-founder of VH1 Supersonic, one of the largest music festivals in the country. There is now a more permanent shift towards digital events and virtual concerts with listeners adapting to the new norms and live streaming.
Not just listeners, but the artistes are embracing this change as well, DJs are more aware of digital renditions to a live performance and musicians performing live are also becoming adept at gauging audience reactions through online streams.
On May 3, the Indian entertainment industry and Facebook also joined hands to organise what was perhaps one of the most impactful digital concerts, ‘I for India’. Some of the leading artistes and personalities from India and overseas became a part of this virtual concert entertaining the audience to raise funds for Corona warriors. The four hour concert managed to raise almost 30 million at the end of its four-hour duration.
It is not just contemporary stars who have gone virtual. The Society for the Promotion of Indian Classical Music And Culture Amongst Youth (SPIC MACAY) has also followed suit with the fest Anubhav from June 1. The week-long online programme for a young audience included numerous workshops in music, dance, and crafts followed by inclusive sessions of yoga-inspired calming therapy and cultural performances.
SPIC MACAY’s events are usually held in collaboration with leading educational institutions of the country and have kept music alive during these tough times.
India’s first female professional tabla player, Anuradha Pal also joined hands with folk musicians like Taufiq Qureshi, Shubhendra and Saskia Rao, Pt. Satish Vyas and Anup Jalota for a collaborative music festival called Kala ke Sangh, hosted on Facebook and Instagram.
VIRTUALLY IMMERSIVE
As live streams gain more and more followers, a whole new business space seems to be burgeoning. Creative companies like Digital Jalebi are filling this newly-formed chasm with interactive technological media like augmented reality (AR), virtual reality (VR), animation, 3D modelling, etc, via which they design an engaging musical experience. Unlimited users can log into the concert or session at the designated time and enjoy it. “We want to transfer in-person events into virtual and immersive ones that let you have the feel of a real-life concert at home. If people can warm up to home theatres, why not technology that lets you have the best of music whilst sitting in your living room?” asks Fawaz Syed, co-founder of Digital Jalebi.
Several folk musicians from Rajasthan also engaged with local NGOs to showcase their traditional craft through online workshops featuring puppeteers and Chakri dancers. These artistes and their craft has undergone a renaissance as the number of people familiar with folk music has risen exponentially, given the rise in digital broadcasts.
Kej explains, “Challenges such as the current pandemic force us to be more creative and innovative when it comes to redefining the boundaries of our craft. Although it will be hard to replicate the feel and energy of a live concert online, but the arenas always have physical limitations. With virtual concerts, the whole world is our playground.”
Interestingly, not all these digital concerts are free of cost. “Artistes and event managers have been looking for alternative avenues to keep the industry afloat during these uncertain times. That’s why we created a platform that allows organisers to publish, ticket and manage digital events,” said Sooraj JS, business development manager of Paytm, the ticketing partner for several online events.
Going forward, there will definitely be a shift towards more intimate experiences specifically designed for much smaller gatherings. As the restrictions are lifted, Prime Minister Narendra Modi’s call for ‘Vocal for Local’ will resonate across the music industry as well, with local artists seeing a rise in small, expertly curated events. This will also generate interest amongst Indian youth to learn more about folk music. With the digital collaborations, many contemporary artists are already creating interesting fusions with old-school folk musicians.
MUSIC WITHOUT BOUNDARIES
There is little doubt that real-life events are restricted by physical boundaries; however, virtual concerts are breaking barriers with artistes from different countries collaborating with each other to host musical sessions that share the heritage of nations with the world. When the ‘new normal’ finally sets in, India’s traditional music and its practitioners hope to ride to digital wave and raise awareness for the country’s indigenous music. They strongly believe that more people would now be interested in following Indian music, be it classical, folk or contemporary.
As we wait to see what the future holds, the dynamic music industry is all set to roll its wheels into the online space and experiment with technology to give the best experience to listeners and music-lovers.