MUMBAI: In its fourth edition, at The Exchange, a dedicated music conference, different panels through the day highlighted the immense potential, an emerging music scene in India, an established music market, the need for greater collaboration and more. The daylong conference heard views from industry stakeholders, promoters, and artists on how increased focus on the Indian market is critical for international companies and promoters. 

Presented by the Great Britain’s Department of International Trade and Mumbai-based music promoter, Submerge, The Exchange held at antiSOCIAL in Mumbai on 28 March focused on issues specific to India and gave the visiting UK delegates an insight into the workings of the Indian market.

With the equal participation of CEOs, promoters, artists, and industry stakeholders from India and the UK, The Exchange highlighted the opportunities that India presents to a market like the UK, and why the world cannot afford to continue ignoring India.

The Exchange: Panels and discussions

In his keynote address, OML founder and music entrepreneur Vijay Nair spoke of the need for greater investment by UK labels and promoters in India. With a touring circuit of 20 cities possible by 2022, India presents opportunities unmatched by most countries.

Increased international interest has meant big festival properties like Electric Daisy Carnival and now Ultra Music Festival are setting up Indian editions but there are issues that continue to plague Indian artists. In the panel, ‘Opportunities for Global Artists’ – moderated by Shiva Soundsystem’s Nerm, award-winning percussionist Talvin Singh, singer-songwriter Nischay Parekh of Parekh + Singh, electronic music producer Aneesh Gera and Dharma Records founder Phil Knox Roberts exchanged notes on perceptions of Indian artists in the international industry and how immigration policies can hold back Indian talent.

One of the more interesting discussions of the day was on the panel, ‘Music Drives Movement’ where promoters and bookers like Mixtape’s Naveen Deshpande and Viacom’s Ishaan Ahluwalia shared their insights on booking artists and building a touring circuit in India, and what they keep in mind while booking an international act. The other people on the panel included the Singapore-based singer Druv Kent and UK artist agency Midnight Mango’s Ethan James.

Digital streaming and distribution services continue to play a big role in the growth of an artist, companies like Streo, and Horus Music made a case for Indian artists to take these options more seriously. Soumini Paul of Hungama moderated this panel and the speakers were Streo’s Prerana Dhawan and Nina Condron, director Horus Music.

‘Emerging Markets and their Potential’ highlighted the trials and tribulations faced by promoters, alongside opportunities that Tier 2 cities present, not just to international buyers but also Indian stakeholders. College festivals are central to building an audience, opened speakers like Vinay Hegde, Ankur Kedia and Kunal Malhotra.

The last panel of the day, ‘The Sweet Spot: Boutique Festivals’, moderated by Krunk’s Sohail Arora, featured GOAT Music’s Dave Gaydon, Emmanuelle Decker, who is behind Nariyal Paani and Goa International Jazz Festival and Tuhin Mehta, who for the past nine years has run the electronic music festival Go: Madras. While working in India comes with a long list of complications, the potential holds greater lure and boutique festivals offer UK artists the perfect platform to build a profile in India.

The Exchange showcase featuring British rapper and entrepreneur, Akala alongside highly acclaimed AV artist, DJ Cheeba and Selectah Si Chai, founder and creative director of unique touring festival venue, Chai Wallahs, took place at Summer House Café in Mumbai on 30 March. Today, on 31 March, Asian Underground pioneer and tabla virtuoso, Talvin Singh will headline a showcase of The Exchange at antiSOCIAL in Mumbai, along with producer Vinayaka and sitar player Rishab Seen.