Flyte of the Fans

The album — which remains a personal favourite — did not do the expected numbers and the band disintegrated to pursue other projects. MTV became Bollywood trailers and the cubbyhole store switched to selling women’s wear.

Indus Creed reunited a few years ago and recently released a new album,Evolve. This time,however,I didn’t buy it from a physical store. I logged on to Flipkart’s new digital music store called Flyte and downloaded the entire album for all of Rs 96. I spent less than what I would pay for a beer at a crowded bar.

In my first column,I had mentioned LPs being the best merchandise that a band could invest in. But it still stands as a premium product — something that makes sense only after the band or the album has got itself a reasonable fan following. The first step is to spread the music. For that very reason,I think Flyte could just be the revolution that the indie music scene here has been waiting for. I am more inclined towards Flyte than many other recent startups from musically inclined IIT-IIM graduates because of Flipkart’s reputation as a mega-store. This gives them the ability to merchandise music at specific places.

You may be indulging in some serious shopping of mobile phones and home appliances when you stumble upon some music. It’s like that tray of chocolates or key chains that keeps you busy at the cashier’s counter while he makes your bill. Incidentally,even those chocolates and key chains cost more than a music album on Flyte!

And here’s the best part — this also makes middle-men or the record label redundant. With most major labels cutting down on their marketing budgets and offering only distribution,it only makes more sense for indie bands to start exploring digital music stores as a direct channel to reach out to listeners. As people start getting more comfortable with shopping online,I am assuming that these digital stores will become the next record labels/publishers.

But will people still buy music as opposed to downloading it for free? I believe that’s a phenomenon only the artists can control. A few months ago,Mumbai-based heavy metal band Demonic Resurrection went public to raise money for their music video. They offered free guitar lessons and appearances at the shoot as incentives. The band raised their money within a week.

Delhi-based Peter Cat Recording Co is currently planning an India tour in a van. To make the dream come true,they are asking fans/sponsors to make affordable contributions for which they will get their stickers/banners on the van. It’s these kinds of innovative marketing ideas that the bands will need to start selling their music on the internet.

For digital music stores to win,users need to be introduced to more music so they keep coming back. All for a nominal price,which I repeat,is less than a pint of beer.

I still hear the cynics ask — Will they pay? The fans will. Believe in the fans. Just like Indus Creed did.