Music industry sources reveal that demand for solo Indian pop albums remain stunted due lack of innovation and quality in the music.
With a host of solo pop artistes releasing their albums in the past few months, it seemed like an attempt was being made to divert our attention from hugely popular Sufi tunes and Paki numbers. The comebacks of artistes like Mehnaaz and Anaida and newer voices like that of Sona Mohapatra was somewhere re-opening avenues for the diluting genre of Indi-pop. But alas all the hope seems short-lived.
Sources from the music industry confirm that the demand for these albums remain stunted due lack of innovation and quality in the music. “The era of solo pop albums in India ended when singers like Shaan and KK entered Bollywood,” says Narendra Kusnur, label manager, EMI Music.
While an album sold not less than seven to eight lakh total copies in the late ‘90s, today the top solo album sells hardly 4000-5000 copies in six months. “Among the latest solo releases, Mehnaaz is number nine and Sona number ten on our list of chartbusters. Their albums don’t even manage to sell 40 copies per month,” confirms a sales executive from Rhythm House.
Among the top grossers even today are artistes like Kailash Kher and Pakistani band Jal. “Kailash Kher still sells around 3600 copies in six months as his music has created a niche. But artistes like Baba Sehgal and Altaf Raja don’t exist on the list,” he adds.
Music companies themselves seem skeptical to sign on newer solo artistes since it becomes extremely difficult to recover production and distribution costs. “ Solo artistes need to create something unconventional,” asserts Shivaji Gupta from Universal Music.
Some feel that the ban on videos with adult content is also responsible. “This ban has made a lot of difference because listeners do not get a gripping visual for the album. Also, with increasing piracy and internet downloads, very few people feel the need to shell out Rs150 and purchase a new album,” ends trade analyst Amod Mehra.
u_divya@dnaindia.net
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