EXAMPLE OF A BOTTOM UP APPROACH :
Over the past few years, the Tamil Audio Industry has faced several challenges in Monetization. While it is all but easy to put the blame squarely on Piracy, we must also acknowledge a fact that strong life style changes amongst the users has caused a decline in audio music consumption, forget even paid consumption.
While Spotify has been reasonably successful in foreign countries, their Indian counterparts like Gaana.com, Saavn, and Wynk don’t seem to have made that great an impact. Wynk which purchased Dhingana.com, another Music Streaming provider has shut down. Barring a few promotional advertisements by Gaana, and some of these Music Apps being pre-installed as bloatware in some smartphones, i don’t think these services made any major promotions, and I don’t see any major traction or conversations surrounding these names.
Clearly, I think the Piracy Beater model in Music, atleast from an Indian perspective is hitting rock bottom. The issue is not whether these models themselves will be sustainable or not, but rather, if the industry can make meaningful monies to recover the huge investments made in making these songs.
We may now be reaching one of the lowest ebbs of the Indian Music Industry, from which, the revenue possibilities are going down, and possibly not going to see any major growth upwards anymore.
, an initiative co-founded by Lyricist Madhan Karky, is attempting to bring a platform for Non Film Music and a possibility for better monetization. While Platforms like YouTube and FaceBook already drive User Engagement, it is very difficult to bring Visibility considering the huge amount of free content available. It needs more personalised engagement by individual users, and by bringing a share of the revenue pie to the listeners, it is hoping to bring more direct user Engagement. A share of the revenue pie is being hoped to be an incentive for users to spend more time in Doopaadoo.com, rather than say YouTube or elsewhere, where they do not receive any direct remuneration.
This cannot work for main stream Film Songs at the moment, considering the huge investments in artists salaries and the need to recover this money. This model might work for Indie music, as the Huge salary paid to Artists and the Huge Labels involved is taken off, and one of the important needs here from the artists’s perspective is to drive User Visibility and Engagement in a chaotic digital world. This is a classic example of A ‘Bottom Up’ approach, and in theory sounds good.
In its current form, Doopaadoo.com has several shortcomings. It is still Beta, so we need to give it some time. First, the catalogue currently available is very limited. What is likely to make it even more difficult is that, Doopaadoo claims that the content available is exclusively available on Doopaadoo.com, thereby stifling the possiblity of the creator to monetize it on other platforms. So, how many people would be ready to provide content exclusively for Doopaadoo.com is questionable?
Secondly, it is extremely unlikely that people would sit there all day listening to DoopaaDoo songs, just to make some money. I don’t think it is going to work that way, since DooPaaDoo does not have something like Facebook, an engine that keeps on generating new information to keep users engaged. So, possibly at some point, an API integration may be built by Doopaadoo, to help users listen to DooPaaDoo content either via a FaceBook integration or a webbrowser integration, where they can keep listening to a preset PlayList or something like that, while they continue their work.
Given the wafer thin revenue streams expected, it is quite unlikely that DooPaadoo.com may tie up with larger players of this segment like Saavn, Wynk or Gaana ( They offer all kinds of content including main stream Music and Offbeat Music and Audio Files as well).
But it remains to be seen, if in practice, if all these things will work out. Time will give us the answer.