Keeping the art form alive: Motivating audiences and listeners to love Indian Classical Music must be the priority, says Shubha Mudgal
According to Shubha Mudgal, Indian classical music is eternally relevant to society because it is not associated with any specific events but rather abstract concepts of beauty, truth, seasons and human associations. According to Shubha Mudgal, “As for motivating youths to take up classical music, I can say with certainty and pride that we have scores of extremely talented and dedicated youngsters studying and performing music in the country. What we need is to give them our love and reassurance that we are listening, that we love their work, and will pay to listen to them and buy their recordings. It is not the artists we need to motivate, but the listeners.” How we can accomplish this is the great question for classical artists and enthusiasts today.

Spotify Indian Classical Music Campaign 'Echo' Draws Gen Z Listeners
In India, there has been a resurgence in Indian Classical music listeners with 45% of listeners under the age of 25 and a 500 % increase over the past 2 years in the amount of listeners. To celebrate this, Spotify recently made a 'Echo' campaign, creating playlists and a audiovisual campaign called 'Kautilya' to bring this ancient art form to listeners across the globe.

Innovation with RAAGA Fusion
Recently, on the new India’s Got Talent Season 10, four contestants of the singing group “Raaga Fusion” left judges enthralled with their innovative and creative approach to singing a classical song “Aankhon ki Gustakhiyan.” They used mixes of both classical Indian forms (Carnatic and Hindustani) in their vocal and instrumental performances to make the performance complete with tabla, chitraveena, bansuri and vocal. For performing artists in India today, fusion might be a new frontier- how can we keep the original melody, mood and character of the raagas alive while presenting it in a unique format? Time will only tell.

>$73.6 billion in size by 2027
That's the expected growth in market size of Indian media & entertainment industry. Performing Artists, Artists Managers and Event planning companies are encouraged to embrace technology powered branding methods to reap substantial benefits out of their investment in resources.

The Language Leverage: Thank you BBC
After succeeding in launch of Jhalak Dikhla Ja, Criminal Justice, BBC Studios - the commercial production and distribution arm of the British Broadcasting Co (BBC), is set to expand its presence in the Tamil, Telugu, Marathi, and Bengali markets.

Demand for Books Rises among Non-Readers: Audio Book Listening is a thing!
India emerged as one of the fastest growing market in 2022 for Audible, the online audiobook service owned by Amazon, with 39% growth in paid member listening hours over 2021.Audio series are the most preferred audio content format, accounting for 41% of overall consumption, followed by music at 29%, according to a recent survey by audio OTT platform, Pocket FM.

Ray of Hope for RADIO Lovers
The government will soon conduct an e-auction of 808 FM radio stations across 284 cities to further increase the footprint of radio communication. The government has also eased the processes for getting a license to operate radio stations, particularly community radio, by reducing the number of compliances.

Ami Jani Re (live) | Madhubanti Bagchi | Live in Kolkata
Madhubanti Live Band:
Guitars: Rudraneel Chowdhury, Rajat
Chakraborty Bass: Mohul Chakraborty
Keyboard: Sudipto Paul
Drums: Sagar Mondal
Tabla, dubki: Debjit Patitundi
Esraj: Tathagata Mishra
Sound Engineer: Bidyut Parui
Video credits: Prasanta Kumar Sur
Edited by: Ray Mudafare
Concert organised by Kriti

Ae Zindagi | an Original Tribute to Pancham | Ashwin Srinivasan | Vaibhav Joshi
Song: Ae Zindagi
Singer, Composer, Arranger & Producer - Ashwin Srinivasan
Lyrics - Vaibhav Joshi
Recording Engineer - Anand Dabre
Guitars - Sanjoy Das & Manish Kulkarni
Bass - Manish Kulkarni
Percussion - Anupam Ghatak & Shashikant Bawlekar
Flute & Programming - Ashwin Srinivasan
Music Video Story, Screenplay & Direction - Ashwin Srinivasan & Vidit Patankar
Colour Grading - Smit Vaidya
Special Thanks to Smt. Rajni Patankar, Shri Vishwas Patankar, Ms. Lavanya Padmanabhan & Shri. Milind Joshi © & ℗ Atharv Music

En-Route to Bengal || Hamelin Instrumental Band || Official Video
En-Route to Bengal - Hamelin - Instrumental Band
Bengali Folk Instrumental