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“Once you start making art, everything else will be fine,” said Aadi, of hip-hop Tamiza fame.
Speaking to a room full of young musicians and rappers at a recent Spotify India event, he said most independent artists are afraid to put pen to paper.
“I made a song that was catchy yet simple, but it was trolled. My song ‘Kadhale Kadhale’ from 2015 is viral now, but it had little success at the time,” he said.
The musician, who first found fame making independent music nearly a decade ago, is now an actor and film director. Ardi argued that in order to be successful in business, young creators must create brands, make sure they make money, draw “power from their fans” and earn the respect of their peers. He said that taking the time to market their work and become music entrepreneurs using tools and platforms like , will help them in their future. he said.
Deepening dialogue
He was part of a panel of experts including Head of Artist Label Partnerships, Spotify India and Padmanabhan NS. Santosh Kumar, Vice President of Think Music. Founder of Media Masons in Ravoofa HK. Chennai-based independent and his musician, Aryaman Singh, utilizes the Sunflower Tape Machine. Here they discussed the benefits of self-produced music, finding success, and using technology to help musicians reach new listeners. I asked a few questions about leveraging new technology.
Padmanabhan said independent musicians can choose to create great music about current events and don’t have to wait for labels and filmmakers to release their work. “Music has room to change politics in most countries. Every revolution has an anthem,” he said. He added that all kinds of music work well. Besides Kollywood from Tamil Nadu, devotional music also regularly tops the charts.
Ravoofa said artists working on their music are also freed from work deadlines and directives, reducing pressure. Sunflower Tape Machine added that musicians need to be patient and consistent in order to be successful.
The event culminated with the release of “Radar Tamil,” part of Spotify’s global program for emerging artists. This playlist features prominent and upcoming Tamil Independent Artists each month to ensure they are found on these apps. Rahul Balyan, head of music at Spotify India, said music from the language is finally sprouting new life. Radar Tamil is an attempt to jump into an industry on the brink of a breakout, he said.
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