Marketing teams handling music as a corporate entity will not

Shankar Mahadevan has had a glorious two and a half decade long journey in the Indian music industry. He has sung and composed some of the most iconic music in the Hindi film industry and has also mentored and judged several budding singers in music reality shows. He speaks to ETimes about the changing scene in the music industry, the plethora of opportunities for budding singers in the form of reality shows, social media and increasing number of music platforms, the ever existing harmony among singers and musicians and more. Excerpts:

How has the struggle in the music industry changed for singers over the years?

Let us go many years back when there was no avenue for singers. For example, if I am a singer in the interiors of Jharkhand, I’m an extremely talented singer but I don’t know where to go. Just because I’m in the interior of India does not mean I am not talented. That does not mean that I don’t have the potential to become a popular singer. So, if I want to become a popular singer, first I have to think of how to come to Mumbai. Coming to Mumbai itself is a project. And after coming to Mumbai, what? The struggle. That’s how it was many years ago.

Then came reality TV shows where talent was spotted in most interior parts of India. So, at least talent had a focal point where they could try to give an audition at Sa Re Ga Ma Pa, Indian Idol, Rising Star etc. So, at least there’s some direction for you to think. I think reality TV shows are the best thing to have happened to singers. Because it has given them an amazing platform where they’re featured in people’s bedrooms. They know you by your first name. They start relating to these singers and the singers become stars already. Of course, later it’s up to the singers how they manage their careers.

In the meantime, people like AR Rahman changed the scenario where there were opportunities for a plethora of singers. Suddenly, you knew the song but didn’t know who sang it. That is good also and bad also. Good because you’re giving opportunities to millions of other singers. Bad because you don’t get the kind of credit that you deserve. That’s something that you have to live with. If the song becomes a superhit and someone goes to the documentation of the song to see who has sung it then they know that it is Benny Dayal or Jubin Nautiyal. Unless it’s a very distinct voice like Sonu Nigam or Arijit Singh or Kumar Sanu or Udit Narayan.

Let’s look at the positives. Many singers got opportunities. Dozens of male, female, folk, unique, and character voices were discovered. For example, a character voice like Kailash Kher. You hear one line and you know that it’s Kailash Kher.

You have been judging talent shows for years.

Talent shows are the best thing to have happened to singers. Tell me, if you play cricket and are good at that, would you want to play cricket on your building campus for all your life? What will be your aim, to begin with? To play a local club or gymkhana. Then you’ll aim to play in Ranji Trophy. Then slowly play for India. These are all platforms for cricket. Similarly, for music, if you’re a singer will you only sing for your parents? You need a platform, right? Where will you go?

There come reality shows that a talented singer can use as a stepping stone for his singing career. Today, some singers have their own YouTube channels, they’re recording good songs, collaborate with other singers and musicians, and if they have the budget then they shoot a video. They use the power of social media to reach out. And why not? You can be your own music label and promote yourself.

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Is the industry welcoming new talents?

100% it’s welcoming. Let me continue with what I was saying. Later, what happened was that the music companies, not the audience, started reducing the importance of music in Hindi films for whatever reasons. So, very select people were coming out with really good songs which had depth, aesthetics, lyrics and musicality in them. Whenever a melodic song comes out that stands out as the biggest hit of that time. Right now, look at the Kesariya song from Brahmastra. It’s a melodic song. When we did Raazi (2018), Ae Watan and Dilbaro were huge hits. These are the songs that are going to stay forever.

The problem that exists is that the person who makes the song and the person who takes the decision of which song to market, they’re two different people. And more than once, what happens is that, the person who decides which song to market is usually a non-musical person. Nowadays there are these marketing teams who are trying to handle music as a corporate entity. That cannot work. Music is a thing that touches the soul. You have to go by your gut feeling, with something that is new. Will you believe it if I tell you that Saregama company, whomever the executives were at that time, were not ready to do the video of Breathless because they felt that who will sing this song? It is the song that changed my life. Can you believe it? We had to convince them 100 times and then they somehow brought the video out. And then they saw that the charts were bursting. The creators are different and decision makers are different. That is one problem.

But now what has happened with the advent of the internet, and platforms like Spotify, YouTube, Saavn, Gaana etc. the artist is directly in touch with his/her fans. So, now you’re not dependent on a music label where you take a CD and sit at the reception for 7-8 hours and you may or may not get an appointment. Then they decide what to do with the song. Now, you’re not dependent on a music company. You’re the music company. You can put it out there and if people like it, you become a sensation. You’re not dependent on film music anymore. If you get a film song, well and good. I don’t want to take names but there are superstar singers who are independent artists. You ask them to sing a playback song, and they say, “Sorry sir, we don’t do playback.”

This is a time when there’s a lot of commotion going on and why is the commotion going on? Because of just the amount of content that is coming out. Initially, there used to be one vegetable vendor near your building. But now there’s a mall full of vegetables. So, you’re confused about what’s good and what’s bad. You can say that it’s a tsunami of songs coming to you. Every hour there are 100s of songs are released. So, as a creator, you have to see whether your music has a USP, melody, lyrical content, and a good video. In fact, today audio is consumed even more than video.

Are today’s singers and musicians supporting each other? Was it the case earlier as well?

In my career, I have never seen any musicians running each other down. There has always been great camaraderie and friendships. Whenever Vishal and Sheykhar make a great song, I make sure that I call them. I messaged Pritam (Chakraborty) after I heard a beautiful song that he composed for Laal Singh Chaddha. I messaged Amitabh Bhattacharya for Kesariya. Likewise, people call me up too when they like my songs.

There’s so much work here. If you are talented then you are busy. Tomorrow, if I want to call a top flute player to dub at my studio, I will not get his booking. I can guarantee you that. He will be busy. A good tabla player won’t be available immediately. He will give a date. Why? Because there’s enough work. Ours is a big country that needs music for every occasion. People are performing left right and centre. You can’t celebrate without music. People don’t just put on a music CD. They want somebody to come and perform. That’s what our country is all about.

The talented singers have enough work. They’re either performing, recording or touring. And there’s great chemistry between them. They support and appreciate each other. 38 artists performed at the Bhajan Sandhya at my house during the Ganpati festival. Music is such an art form that gives love to each other.