The advent of the digital world has turned the tables on themusic industry. Technology is providing artiststhe ability to record, market and distribute their own music. Gavin Carvalho,bass guitarist of the band Faith that sings Gospel music said, “We cut two albumson our own. Marketing becomes an issue when you cut your own album. It would be great if we had the backing ofproduction houses.” But such self-distribution is now decreasing the demand forindustry services and causing an ever-growing number of players to share ashrinking amount of revenue.
To add to this piracy and online media platforms are alsocreating a wave of challenges for labels in the state. According to V P Sinari,proprietor Sinari and Sons in Panjim said “Production of audio CD’s hasdeclined by 90 percent. And the video market is limited only to tiatrs. Independent labels are not doingwell either.” As recording and distribution grows easier, new competitors areentering the industry. “Everyone is nowbecoming a producer,” said Sinari.
The local production industry inclusive of audio and video ispegged at approximately Rs five crore. Record companies and theirrepresentatives said, “The internet is to be blamed for the decline in salesand profits of recorded music. The internet allows consumers to acquire musicat high quality for little or no cost through file sharing or swapping.” Butswappers and sharer’s said, “Record companies price CD’s at high prices, whichis heavy on the pocket.” In addition new artists do not have the kind of moneyto invest in cutting an album. Some musicians, music may not be considered partof mainstream. Gavin said, “The internet is a good option to reach out to awider audience and connect with them.” Music released by Jazz Goa can bedownloaded free. “The reason I have opted for this is because people no longerwant to spend on small music labels. I tried selling my compositions online for99cents, but there were no takers. The moment I shared it for free I got 200 to300 hits a week.” Though Colin does not earn anything, his calendar is filled withbookings. “I recommend all artists who come to me for recording to upload theirmusic.” The popularity of this method of sharing music is catching on.
Top officials at His Master Voice (HMV) said, “Piracy is abig issue. Most of the production houses are on the verge of collapse. Volumesof sales have been badly affected. People are wary of investing in the sector.”Sinari agrees.
He said, “If there was no piracy, we could have invested alot more in production. Chances are Goa could have its own production househere itself. But now, investing Rs 25 crore does not make business sense.”
But, whatever the arguments, the industry faces the challengeof meeting a changed market. How they respond to such changes is going to becrucial in their success and the continued development of the music industry asa whole.
