If you are an indie outfit looking at platforms for launching your music then Songdew Fresh might help you in this regard. The initiative is under the banner of Songdew Networks and it aims to fill in this gap by redefining the way music is launched. “In the process, we have tied up with various other stakeholders (including prominent radio stations, magazines, mobile apps and more) who shall be supporting this endeavour of Songdew by promoting such releases from their platforms as well,” enthuse founder Sunil Khanna. Currently, Songdew is working with five outfits from all over India (Tapi Project, Abiogenesis, Soham Mukherjee, Sifar and Pragnya Wakhlu) and more will be added to their roster as time goes by. The film is ‘planning to continue releasing at least two albums every month.’
And the good part is all this help comes with no charges included. The service is free! Yes, you read that right, it’s free of cost.
We catch up with Khanna over a quick interview, who tells us more about Songdew Fresh, the bands they are currently working with, the USP, and more.
What is the idea behind Songdew Fresh? How did it come about?
Releasing an album/EP or single is an important event for an artist. A lot of investment and time goes into creating music. However, in absence of any marketing support, in most cases, the launch of such new albums gets reduced to placing the same in multiple digital stores. That simply defeats the purpose of releasing the music. What artists need is support in the promotion so that their music reaches more audiences.
Songdew aims to fill in this gap by redefining the way music is launched. In the process, we have tied up with various other stakeholders (including prominent radio stations, magazines, mobile apps and more) who shall be supporting this endeavour of Songdew by promoting such releases from their platforms as well.
There are six bands you have chosen for the project? How and why did you choose them? Could you take us through the selection process, please? When did the contest start and when did it end?
Every bit of music created by musicians is special in its own way; however, (unfortunately) we can’t do justice with all the releases at the same time. Hence, keeping in mind our bandwidth we had to limit the releases which could be supported by us at this point in time.
We got an overwhelming response to the campaign we ran on our site inviting musicians to avail of the opportunity to release their music with the adequate promotion. We got more than 200 entries in a period of 4 weeks. At the end of the day, it was an almost impossible task to select the six albums we felt we could add value. This selection was done on many factors including the readiness of the music and also the alignment of the music with the customer profile of our platform as well as that of our partners.
It’s 2017 and bands have avenues to promote their songs online. How is the concept of Songdew Fresh different in this aspect? The USP? Why should they choose you?
Not really. Unfortunately, there is no support for the artists when they release the music. Prominent labels mostly do not release indie music, and as I had mentioned earlier, what artists are able to do is get hold of an aggregator and simply place their albums on different digital stores. So theoretically, yes music gets released on say iTunes. However, does that help in the real sense? The answer is NO. A new album gets lost in millions of tracks iTunes may be having. What we are doing is creating a customised marketing plan for each album release and taking it to more and more audiences. We are also creating video content to promote and support new releases.
Will the contest happen again? If yes, how can the bands apply?
Yes, we are planning to continue releasing at least two albums every month. We will invite artists again to make best of this opportunity. However, artists could also write to us at any time at email@example.com, if they have their music ready. We are always looking for talented musicians who aspire to take their music to the world.
Independent artists are still struggling in India, why do you think that is? What is the problem and how can platforms like yours help them?
Independent musicians are creating some fabulous music, however, they need platforms and support in marketing their creation. As traditional mass media like TV channels and FM radios could not support them, they found it difficult to get visibility. However, things are changing across the globe. The Internet and, hence, platforms like Songdew are providing huge opportunities to artists to simply concentrate on creating good music. We have definite plans to support them in a holistic manner in 360 degrees to maximise the awareness at the time of launch.
For registrations visit the link here or write to them at firstname.lastname@example.org
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