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The Indian Music Industry & SaReGaMa

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A presentation made as a part of the "Managing with New Business Models in the Knowledge Economy" course in SJMSOM. It deals with the past, present & future of the music industry, particularly in …

A presentation made as a part of the "Managing with New Business Models in the Knowledge Economy" course in SJMSOM. It deals with the past, present & future of the music industry, particularly in India and the way forward for a company like SaReGaMa that is one of the major publishers here.


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  • 1. The Indian Music Industry & SaReGaMa
    MG 785: Group Project
    Aditya Banerjee - 08927850
    Phani Raj- 08927896
    Pramit Joshi- 08927815
    Shishir Pol- 08927808
    SushantWaghmare- 08927827
    Vasant M V- 08927807
  • 2. Agenda
    Music Stakeholders – Labels, publisher, online,
    KE concepts – Commons, New Business Model, Technology
    Current Online trends – Global
    Current Indian music scenario
    New Biz Models
    Sustainability
    Reference
  • 3. Music Stakeholders
    Artist
    Professional Musician
    Labels
    Recording Studios
    Event Managers
    Consumer
    Regulators
  • 4. Utilization of KE Concepts
    Creative Commons
    Copyrights
    Technology as Enabler
    New Business Models
    Long Tail
    Social Networks
  • 5. SaReGaMa
    The Company
  • 6.
  • 7.
  • 8. Ratio Analysis - SaReGaMa
  • 9. Financials – SaReGaMa/Tips
  • 10. Reactions down the memory lane
    Disruptive technologies & copyright
  • 11. Technology Innovations
    And parodies…
  • 12. Copyright for the masses
    1906
    2004
  • 13. The Enforcers
    MPAA
    USA
    Canada
    Australia
    UK
    International
    India
    Entertainment Industry associations around the world
  • 14.
  • 15. Creative Commons
    “The commons” — the body of work that is available to the public for free and legal sharing, use, repurposing, and remixing.
    Standardized way to grant copyright permissions to their creative work.
    “All rights reserved” to “Some rights reserved.”
  • 16. What Creative Commons Offers to Music business?
    Promotion to the artist and his records
    Allows artists to reach larger audience
    Build upon reputation
    Foster interaction between music members
    Encourage artistic and future exchange
    Freedom from economic pressure of big companies in releasing any kind of work
    Bypassing traditional distributors and publishers
  • 17. Will it change the face of music business?
    Relationship between the parties involved in the music business
    Artists are dependent on the work of others
    The internet not creative commons makes disintermediation or cutting the middle man
    Creative commons is all about skipping the intermediary
    Only small record labels have agreed to license their work under the creative commons model
    Big record labels already have a established system with lots of artists and work of art with them with market reach
    Big record labels make a lot of money out of the current copyright system
    Creative commons model will jeopardize their present business model , revenues and even their existence.
    Stakeholders not yet clear how creative commons model will fit within those agreement signed previously.
    Creative commons model is helpful in limited situation and not in all
  • 18. The International Scene
    Technology as the enabler
  • 19. Online Music Stores
    Major license revenue for labels
  • 20. Music Streaming
  • 21. Portability
    New Media
    The Good Enough Revolution
    New Devices
  • 22. Online Radio
    Major opportunity to recommend & guide users to purchase channels
  • 23. E-merging trends
    Music recommendation engine acquisitions
    Game changers
    Search & recommendation the key
  • 24. The Indian Scenario
    Technology followers?
  • 25. Music Streaming
    Revenue from licensing
  • 26. Music Downloads?
    Where are the legal sources?
  • 27. Amateur Publishing
  • Personalization Services
    Multiple revenue sources: License, service charges, partnership
  • 31. Mobile Downloads
  • 32. Mobile Music Exchange
    Growing demand for music content on mobiles
    Indian Music Industry (IMI) launched Music Mobile Exchange (MMX)
    MMX a 7-member body comprising SaReGaMa, Aditya Music, Tips, Venus, EMI, Sony and Universal
    MMX license - mobile stores/shopkeepers can legally sell music without violating the Copyright Act
    MX licence - for a period of one to three years, at a minimal cost of Rs 1500- 5,000 per month per computer
  • 33. The Value Chain
    Evolution over the years
  • 34. Past
  • 35. Present/Future
  • 36. Where’s SaReGaMa?
    Technology leader/follower/laggard?
  • 37. SaReGaMa.com over the years
    2004
    2009
    2006
    2001
    1997
    Focus seems to be on Hamaracd.com rather than SaReGaMa.com
    Source: http://web.archive.org/web/*/SaReGaMa.com
  • 38. SaReGaMa on iTunes Store
    License revenue
  • 39. Hamaracd
    Personalised Audio CD
    Video Catalogue
  • 40. rajshri.com
    Some Partners
  • 41. Business Models
    Putting it in action
  • 42. Key Observations
    Copyright infringements still a major worry
    Key revenue streams online
    Advertisements
    Licensing
    Value added services
    Freemium models quite popular
    A large user base is the best asset online
    Long Tail can be manipulated
    Fattening
    Recommendations
  • 43. Business Model Ideas
    Policy to give away old tracks/single track from new albums under a CC license
    Generates publicity
    Draws people to channel
    Charge for remastered/modified tracks (Classics’ Revival etc)
    Subscription based streaming service
    Purchased tracks remain in the cloud
    Multi device applications to play purchased tracks
    Allow DRM free downloads of purchased tracks
    TV channel
    Store with studio
    CSR: Sponsored music labs in schools
    Bands & Artists under the SaReGaMa umbrella
  • 44. Music from the Clouds
    Business Model 1
  • 45. Do P2P users buy more music?
    Studies conducted by CRIA & in UK indicate that people who download music illegally from the internet spend more on music purchases than or equivalent to those who do not
    UK Study
    Caveat: Survey relies on consumer recall & accuracy of information
    CRIA Study
    Can it be extended to India?
  • 46. Some numbers – iTunes Store Sales
  • 47. Music from the clouds
    Alternate pricing strategies:
    • Pay what you like
    • 48. Demand based ~ airline tickets
    SaReGaMa Online Service
    Special terminals at outlets to customise service as per customer’s needs
    Medium of customer’s choice: USB, CD, DVD etc
    Price:
    Rs 10-15 per track (PPP$)
    Subscription services
    Promos:
    • Reward points
    • 49. Discounts
    Individual Consumer
    Corporate Partners
  • 50. SaReGaMa Bands
    Business Model 2
  • 51. Music Band Touch points
  • 52. SaReGaMa Band
  • 53. What’s in it for a Music Band?
  • 54. Consumers of Band Music
    Assurance of quality
    Search time reduction
    SaReGaMa Experience
    Professional Service
    Value for Money
  • 55. How does it benefit SaReGaMa?
    Can promote songs under its label
    Expands its networks of music
    Platform to distribute merchandise
    Brand recall increase
    Commission on performances
    Content Creation
    Could get consumers to collaborate
  • 56. Image sources
    Wikimedia.org
    http://techperspective.com/?p=7
    www.hamaracd.com
    Flickr.com
    http://www.loc.gov/exhibits/bobhope/images/vc36.jpg
  • 57. Reference/Links
    http://www.indianmi.org/newsletter/Dec1/GurmeetInterview.html
    http://www.indianmi.org/newsletter/November1/Subroto%20Interview.html
    http://contentsutra.com/article/419-SaReGaMa-plans-online-music-store-whos-going-to-change-the-game/
    http://www.rajshri.com
    IpsosMediaCT survey in UK: http://www.independent.co.uk/news/uk/crime/illegal-downloaders-spend-the-most-on-music-says-poll-1812776.html
    CRIA study in 2006: http://support.crtc.gc.ca/applicant/docs.aspx?pn_ph_no=2006-1&call_id=29786&lang=E&defaultName=Canadian%20Recording%20Industry%20Association%20%28CRIA%29
    http://www.wired.com/gadgets/miscellaneous/magazine/17-09/ff_goodenough?currentPage=all
    http://arstechnica.com/tech-policy/news/2009/10/100-years-of-big-content-fearing-technologyin-its-own-words.ars
    Indian Music Publisher’s Annual Reports
    http://www.india-server.com/news/indian-music-industry-launches-music-7227.html