By: Yohan P Chawla
Red FM recently launched RED Indies an initiative to promote independent artists and grow independent music in India. RED Indies promises to be the platform to engage and bring out the independent music talent in the country, providing some variety to the Bollywood driven music industry in India.
Medianews4u.com caught up with Nisha Narayanan, COO &Director, RED FM and Magic FM to know more on this initiative.
On the initiative, Narayanan said, “RED FM is known to play superhit music and with RED Indies, RED FM’s brand extension, we are looking at supporting independent music, artists as well as the discovery of new musicto present it to the audience for them to choose.”
“Independent music has seen a resurgence in the last couple of years with phenomenal talent emerging from all corners of the country. RED Indies is completely language agnostic as we are looking at attracting talent from across the country.”
On how RED Indies would help the Brand RED FM Narayanan said, “Being a radio station, with a presence in 69 cities, each time we go to these local markets, be it North, East or any part of the country, we always witness outstanding local music. However, due to business constraints we haven’t been able to capture the very essence of independent music. I believe it is time that this genre of music gets a platform of its own and that is what RED Indies aims at doing.”
“RED Indies is all about discovering new music and new artists. Therefore, what we intend to do is not just give popular Bollywood music as an offering but to also discover new music and present it to the audience for them to choose. We are envisioning a future where great music is played on the radio irrespective of whether the music is Bollywood or independent. As radio channels, good music should be the only celebration.”
On what a local talent should expect from RED FM once discovered, Narayanan said, “We will be announcing some of the campaigns in the coming few days which will reveal all this information. RED Indies will have multiple extensions which will allow new talent to showcase their skills through our platform”
Role of digital for RED Indies, Narayanan said, “RED FM has a huge following on digital platforms, we would be aggressively talking about RED Indies on the RED FM app. Primarily, the idea is to find new music and new artists and delve a little deeper in to their story. It would be a delight to know the story behind a particular song.”
“Digital as a platform will help us discover the talent. We are utilising it to ask the audiences to share their favourite Indie artists. This data will then be considered to create a campaign which will be implemented both on-air and on our digital platform to showcase these independent artists.”