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The journey of Indian Ocean, the iconic band, helps understand the challenges for non filmi music in the country
“We went from one music company to another
music company..we used to stand outside their office looking like a
watchman”
1993
Struggle to get label to release music
Shaleen, founding member Indian Ocean
“..yeh hamara marke@ng plan
hai. . .plan bahut bada bada bheja par kuch
nahin hua..”
1993
When you get label, no marke@ng is done
Rahul Ram, Indian Ocean
“It was biCer sweet experience..album nikla ..magar kuch
hua Nahin”
1993
Album gets released but nothing changes in absence of buzz
Rahul Ram, Indian Ocean
“humko laga halla machega ..shows
milengey …kuch nai mila”
1993
This also means, no invites for gigs to bands
“..Indian ocean is not giving him any money …and there is no hope also..” (on
Shaleen leaving the band )
1993
Disappointment acts as catalyst to disintegra@on of bands
Asheem, Founder Indian Ocean
“sabka zindagi thoda daama dol sa
hai..umar ho gai hai hai 28-‐30 ki magar kuch ho nahi raha
hai”
Those who stay have long struggle ahead of themselves
1993
Rahul Ram, Indian Ocean
Unfortunately , nothing much has changed since 1993. In fact it has become even more difficult to take music as career ( outside filmi music )
o Labels do not support o No markeJng/
promoJon o No opportuniJes for
Gigs o No support in shaping
the career
You don’t have exposure You don’t have big audience Your voice is not heard Your music is @ed down by stereotypes, bigots and plenty more People are looking for good music, but they are listening to Same genres and the same ar@sts. They don’t know your music exists
What Makes FTM a Unique IniJaJve It is NOT about discovering talent as is being done by so many iniJaJves It is about giving a never before opportunity to arJsts to help them make their music famous and put their career on fast track ,and connecJng music lovers with the New Music. For selected ar@sts , FTM will release album, make music video , Organise live shows @ best venues , promote every aspect of their work in wholis@c manner. In fact, we will manage their career for three years to ensure that they get support on every step during their journey to fame.
Free The Music – AcJvity Plan Stage 1 : InviJng Talented Musicians & SelecJng 5 Bands/ArJsts who have disJnct music and have potenJal to become BIG Stage 2: Launching Their Music and Making Them Famous
Stage 1 : SelecJon of 5 FTM Season 2 ArJsts We will promote this as one of the life @me opportunity and , hence, people will have to request for invites to fill in their nomina@on. Any music lover could also request for invite to be sent to a band he/she feels deserves to be part of FTM At the end of ac@vity Songdew in associa@on with one of the top bands/musician in India would select 5 Ar@sts/Bands to feature as FTM ARTISTS
AcJvity Period : 30 days PromoJon Approach : Songdew , Social Media , Digital Media ( Paid), PR Ac@vi@es by media partners ( FM Radio, TV , Internet Radio, Digital Cable, Leading News Paper ) Buzz by College Ambassadors ( 90 college ambassadors in 3 ci@es ) Promo@on through FTM Wagon in 2 ci@es Tools To Promote Banners, Emailers, Press Releases,Blogs,Ar@cles, Leaflets, Posters Video Blog by Well known Bands asking people to Join
Ground AcJvity: In 2 si@es we intend to create FTM wagon and take the same to prominent places in city for 2 days. FTM Ar@sts from Season 1 will perform on the wagon. The objec@ve of the ac@vity is to create buzz, ask people to nominate any band/musician they like and also build credibility of the concept by showcasing some outstanding music from FTM ar@sts from Season 1.
Stage 2 : Launching Music & Stars of Tomorrow We shall launch the 5 selected ar@sts/bands by making global release of their music and promo@ng their work and profile on specifically designed microsite. We shall also create interes@ng Music Videos for all the ar@sts ( 5 ) The microsite will have interes@ng content for music lovers to engage with
Released Music Music Video Video Blogs by Ar@sts ( 3 blogs by each ar@st ) Ac@vi@es around sharing tracks, twee@ng etc to get passes of the events /merchandising and prizes Event Schedule Images from Gigs
AcJvity Period : 60 Days PromoJon Approach : Songdew , Social Media , Digital Media ( Paid), PR Ac@vi@es by media partners ( FM Radio, TV , Internet Radio, Digital Cable, Leading News Paper ) Buzz by College Ambassadors ( 90 college ambassadors in 3 ci@es ) Gigs in Colleges & Prominent Venues Tools To Promote Banners, Emailers, Press Releases, Blogs,Ar@cles, Tracks, Music Videos, Music Blogs
AcJvity Period : 60 Days Gigs Plan Other than the FTM Wagon tour in stage 1 ,we have total of 11 Gigs in 3 ciJes during the stage 2 -‐ launch acJvity period. Out of this 5 Gigs will be in Colleges/ outdoor venue and 6 in prominent clubs in these three ciJes
Add Ons to Make FTM2 Big & Be(er Brand Ambassador: We will have one of the top bands/musician in India ( eg Indian Ocean, Parikrama) to be associated during the campaign as the face of the ac@vity. o In the first phase, we will feature them in video blogs and all the
communica@ons invi@ng ar@sts to nominate themselves. o In the second phase,we will have them ( complete band or few
members ) in every Gig collabora@ng with the FTM ar@sts. This will create more buzz for the Gigs
Add ons to Make FTM2 Bigger & Be(er Keep The Flame Alive We will use concept like Keep The Flame Alive to have music lovers interest in the ac@vi@es and also provide tools to FTM ar@sts to engage with their fans. We will have digital flame, on microsite, mobile and on backdrop of every gig for every ar@st. Fans could make the Flame glow more with more ac@vi@es for an ar@st ( sharing track, video , twee@ng etc. ) They will get gra@fica@on for doing these ac@vi@es.
Add ons to Make FTM Bigger & Be(er College Ambassadors We will appoint 90 college ambassadors in 3 ci@es to create buzz amongst the students. The college ambassadors will not only be ac@ve in social media but will l also create opportuni@es in select colleges for bands to do informal/formal jams.
Add ons to Make FTM Bigger & Be(er FTM Awards To build the equity of FTM imita@ve and also to bring all the key bands/ar@st in a city on one stage, FTM awards will Be given to all the Indie ar@sts who have made significant contribu@on with their work in the area. We had tried this last year in one city and had received tremendous response. We will do this in three ci@es this @me and present trophies to 30 top musicians from these ci@es.
Add ons to Make FTM Bigger & Be(er Focus on Mobile The number of smart phones is increasing rapidly and people are accessing content more and more through mobile Hence, there will be focus on using mobile site/applica@on aggressively all through out the campaign .
Add ons to Make FTM Bigger & Be(er Music Videos Music videos are one of the important tools to promote the music. We will engage with some of the young n crea@ve minds to get innova@ve music videos for ar@sts with poten@al to go viral. The live coverage of Gigs will be telecast on web post produc@on and will be promoted via youtube and other channels .
Brand IntegraJon o Prominently across all pages on microsite and on mobile o In all the promo@onal material including emailers, banners, video
blogs o On all the CD covers o In all the digital thumbnails which will be distributed by 200+
stores across the globe o On trophy design
Brand IntegraJon o In Five Music videos : Opportunity to integrate brand in
innova@ve way while crea@ng five music videos o Prizes/Merchandising o Innova@ons : we will have brand engagement in interes@ng and
innova@ve manner across the site and on mobile.
PromoJon of the AcJvity o As is men@oned earlier, there will be aggressive promo@on
through o Songdew o SEM o Road Shows o College Ambassadors o Social Media Networks o Media of Partner Networks ( Radio City, Hindustan Times ,GTPL-‐Hathways, Yupp TV, 9X O have already given in principle consent to support the ini@a@ve )