Part 2: India as a music export market
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Part 2: India as a music export market
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In Part Two of The Evolution of South Asian Music, recorded live at SXSW Sydney, hosts Akhila Shankar and Roochay explore what it really takes to understand and enter India’s music market.
Featuring Jade Nazareth (manager for Australian artist Matthew Ifield) and Jashima (founder of multicultural agency Ode), this episode dives into:
The gap between music charts and on-ground realities in India.
The live music scene, including the underrated opportunity in the college circuit.
How international artists can successfully build audiences in India, with case studies from Matthew Ifield and the remix of Netflix’s Mismatched “Ishq Hai (This Is Love)” ft. Craig David.
The opportunities and challenges of entering the Indian market and why investing in South Asia should be treated with the same intent as Western markets.
Shout out to our friends, it takes a village:
Sound by Soham
Photograph by Roydon
Video edit by Philip
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If you like The Evolution of South Asian Music, you will also enjoy The Indian Music Charts Podcast, a show where Akhila and her co-host Amit use the charts as a springboard for a larger conversation on what’s happening in the Indian music industry: https://podfollow.com/the-indian-music-charts-podcast/view