Saregama bets large on reside musicals, excursions

NEW DELHI : Following the discharge of Disco Dancer-The Musical on 14 April, music label Saregama is betting large on reside reveals and concert events to enhance the monetization alternatives for of its owned mental properties (IPs).

Saregama, which has an unlimited library of Hindi unique songs is planning extra reside musical reveals based mostly on these soundtracks and by buying rights of the flicks these songs had been featured in, to attract up story strains for the reveals.

After premiering at Sadler’s Wells Theatre in London in 2022, Disco Dancer, the present based mostly on the Nineteen Eighties hit that includes Mithun Chakraborty,was launched final week in Mumbai. Going ahead, Saregama is trying to adapt different Bollywood hits on stage, and manage concert events and excursions with artistes, in addition to ramping up its Hindi and regional movie soundtrack acquisitions.

It mentioned digital revenues will enhance as customers study to pay for music within the years to return. The corporate can be planning new variations of Carvaan, the wi-fi audio system.

“The thought of Saregama Reside was born from the concept that music doesn’t simply must be heard, but in addition entertain folks in different methods. We are going to proceed different large movies whose music rights are with us and procure the rights of the movie and convert right into a musical play, and monetize the IP in one other format,” mentioned Vikram Mehra, managing director, Saregama India Ltd. It is usually trying to adapt the Nineteen Eighties hit Karz, he added.

Aside from premiering in several elements of India, these broadway-style musical reveals may even be taken to nations with a sizeable Indian diaspora such because the US, Dubai and Australia. Mehra mentioned the corporate will probably be utilizing Carvaan’s person base to the unfold phrase in regards to the reside reveals, and model them as Carvaan Reside to faucet into the ability of nostalgia advertising.

Saregama’s tour with Diljit Dosanjh to Canada and the US final yr was a hit. Going ahead, out-of-home leisure will complement digital and bodily income sources that it hopes to construct on.

Mehra mentioned the Indian music business is witnessing development regardless of the waning results of covid-led stay-at-home. “The time folks had been spending at dwelling listening to music, might have gone down. However the good factor is many who had been sceptical of making an attempt digital avenues of music, had been uncovered to it and that’s not going away. 2023 is the yr when streaming platforms will begin transferring from an advertising-based to a subscription-based economic system.”

After promoting 3 million models of Carvaan, the agency mentioned there’s a massive market to faucet into in India offered music merchandise are packaged and priced proper. The product has seen success with Carvaan Mini Children, Carvaan Bhagavad Gita and Carvaan Cellular, and is engaged on extra variants to cater to area of interest viewers segments.

Going ahead, Saregama will concentrate on the Hindi, Tamil, Telugu and Malayalam film business and discover Kannada and Bengali movies.

It has additionally signed singer Arijit Singh for launching particular person tracks in Hindi and Bengali.

The corporate has Karan Johar’s Rocky Aur Rani Ki Prem Kahaani, Ajay Devgn’s Maidaan, Vicky Kaushal and Sara Ali Khan-starrer Zara Hat Ke Zara Bach Ke, and different productions with Johar and Ronnie Screwvala lined up over the approaching months. Within the south, the corporate is collaborating on initiatives with Suriya, Mammootty and Mohanlal. 

“We’re additionally doing plenty of non-film songs in Bhojpuri and Gujarati and exploring Marathi and Bengali in addition to Hindi too,” Mehra mentioned. 

On the movie aspect, nonetheless, Yoodlee Movies, the film manufacturing arm of Saregama, is focusing solely on regional cinema, primarily Malayalam and Punjabi, but in addition Tamil and Telugu. “The educational is that we are able to make high-quality movies in a particular timeframe. The subsequent spherical of digital development will all be coming from the smaller markets of the nation which enjoys large Bollywood movies, but in addition content material in their very own languages. That’s the phase we’re going after,” Mehra mentioned.

Catch all of the Trade Information, Banking Information and Updates on Reside Mint. Obtain The Mint Information App to get Each day Market Updates.
Extra Much less

Up to date: 18 Apr 2023, 10:49 PM IST