Sachin-Jigar fights for the independent music industry similar to the movie industry


By Akshay Acharya

Mumbai, December 31 (IANS): Music director duo Sachin-Jigar have had a very rewarding year with five successful releases. Both are often credited with triggering a change in the behavioral patterns of music lovers through the introduction of new sounds.

In a conversation with IANS, the duo spoke about the role of the digital age in the changing music landscape, art and commerce wiring, and the need to create a music industry to protect people. rights of musicians.

Emphasizing the importance of business acumen in an artist, Sachin says, “An artist cannot exist in a vacuum, there has to be commercial viability in his work in order for his work to be successful and become memorable through his work. When you compose music for a movie, you compose for the story, for the characters and for the situations.

“So there are several layers to film music. There is a set of producers, who are looking for an immediate impact in the sense that the music has to give a boost to the opening of a film.

“These types of films are the result of a different mindset, from production to commercial, and you have to live up to their expectations as composers.”

Speaking about how artists need to be aware and aware of the power at their disposal, Jigar mentions, “A lot of the time artists have A avenues but they don’t know how to use them for their own benefit. moment when every artist has the opportunity and the power to unite and establish a music industry. “

He stresses the need for a separate music industry, saying, “Like the film industry, we should also have a music industry where an artist has the power to say no to a movie if they think it won’t do it justice.” to its creative integrity.

“Every musician from all over the country should work towards this goal. If we start now, it will pay off for future generations of musical artists. “

Sachin adds to his creative partner how the Internet has led to the democratization of creative power. “With the internet, the platforms for talent have diversified. A 15-second clip of a boy singing a song in his car can go viral today and it has bolstered the indie music scene. In such a scenario, an artist musical does not live. the mercy of a producer or a label. “

He quickly connects the positive with the negative, saying, “However, there is a downside to independent music, which is the kind of money that film music enjoys, is not available to artists. independent in general. “

But, musical artists, who have taken the right notes when it comes to marketing their creative output, have gone a long way as Sachin puts it: “Although there are a few exceptions where independent artists have gone out of their way and have put money into singles or albums in terms of promotion and marketing similar to big budget film music.

“In fact, some films have engaged independent musicians with their most popular songs. So it’s a great time to be a musician.”

Rounding up the year 2021, Jigar says, “It has been very good actually because there has been a slight change in taste in music among the masses. When we started, songs from a movie were mainly used for promotional purposes.

“Today the songs are an integral part of the story. Music is now a tool to make a movie. We have done two absolute commercial albums like ‘Roohi’ or ‘Hum Do Hamare Do’ and an artistic album like ‘Chandigarh Kare Aashiqui “. So we’re very satisfied and happy with what we’re doing right now. “

Sachin ends by revealing the secret of their partnership: “The secret of our partnership is the lack of order between the two of us. The essence of this partnership is how different we are from each other and respect for differences. He can start from where I started. and the same with me. “


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