Tajinder Bagga’s Localturnon Is Bringing Music, Dance and Entertainment Closer To The Audiences
Music is like cricket in India. Like the top 11 who play for the country whom everyone knows and talks about, in Music you have the Lata, Asha, Rahman, Arijit, Sonu Nigam, Shaan etc. In Cricket if you have the IPL and the Ranji players then in Music you have the ICCR empaneled, AIR Artists , Popular bands like Parikrama, Euphoria, Rabbi, Darshan Rawal. But then there is this huge pool of talent both in Cricket and Music that resides in every nook and corner of the country. As Tajinder Says “ if there is a cricketer in every galli in India, then in the same galli there resides a musician and dancer too”. If cricket needs a platform to help the talented get their dues, music needs it too and we are playing out part.
#Localturnon is unique platform that brings Music, Dance, Entertainment closer to the audiences. It has about 750+ music dance centres listed with information about their services for people who want to learn Arts. We work with about 900 Artists, Musicians, bands, Dancers, DJs, Anchors to place them in events, promote them and their work. It also collaborate with Music Studios when it comes to promoting them amongst the community. We conduct our own concerts, events and work with Companies such as ATS , E&Y, IndusInd Bank, DLF Mall of India for their events, parties.
Tajinder said “Our short & long term vision is to create a unique platform that brings Music, Dance, Entertainment closer to the audiences by covering all aspects of the customer’s journey when it comes to Music & Dance. So if someone wants to learn they can search centres, tutors. If someone wants to book bands or artists they can connect through our platform. And finally if folks want to enjoy then there is the events sections. Yes, we will have the music instruments and apparel, etc on this platform for it will complete the ecosystem. “
“We have grown 200% YOY since the offerings launch in 2017 to 2019. We are looking at maintaining this growth rate in this fiscal as well.” Tajinder adds.
Now Read Tajinder Bagga Start up Story of Localturnon
Okay, So we are talking 2015 IPL season and while watching a match live in a cyber hub gurgaon restaurant where there was a live band playing the picture sort of presented itself. Music and Cricket side by side. Artists and Players with their gear side by side. The idea was born then.
I spent close to a year and half i.e 2015 to early 2017 before we launched our services or offerings. It was a simple promote your band through our platform. From 2015 to 2017 we covered every article published in delhi publications, followed music through the year to get a sense of the seasonalities, met-interacted with at least 150 musicians, artists. Attended events from classical shows at India Habitat Centre, kamani Auditorium to concerts and food shows to see how the industry works. Went to Music Instrument shops, followed international blogs and tried to grasp as much as one could.
We didn’t speak about the vision to many people but rather tried to understand their pain point, challenges and difficulties. I think a combination of all this is what crystalize our thoughts.
The biggest challenge was where to start. I think we were helped because we spent almost 1.5 years in the community with musicians and bands, attended events and it was like a natural progression and way out. The fact that we had a good social media also helped as in show business you need to have a robust and visible profile. The third most important factor that worked with us is trust and our brand name. We have a very good standing with the artist community.
There have been things that we could have been careful. Initially when we were getting into subscription mode we signed up artists without even asking them for their performance bytes and as a result we ended up with a couple of non worthy , non talented folks as well. We had to give them their refund as it would have been impossible to have got them they’re events and orders. Learning again that had helped us thereon.
The Entertainment industry needs to be looked into perspective from the Music & Dance Schools and tutors, The Music Dance Instruments or equipment including the speakers, monitors, the instruments themselves, The Live performances in clubs, restaurants, hotels, the weddings and the corporate events, the festival celebrations in every RWA, society during Holi, Diwali, Navratras etc. If we take into account the songs, the albums and the content it’s huge. You really can’t put exact number to it but it runs into Billions of Dollars. In parallel if you look at the manpower attached to the industry its mind boggling as it has both forward and backward integration.
The scope is tremendous. At any given stage there are at-least 1-2 realty shows on Tele on popular channels that talk about Music, Dance and talent in general. The whole Wynk, #Spotify, T-series channel and now with #Amazon, Hotstar, Altbalaji the scope will further get enhanced. Youtube’s own feature that allows users to charge for content is a testimony that curated content, content ownership will demand premium.
The Industry changes are in line with digital evolution, the mobile uptake, the demand for content and unique concepts to the extent that live music is getting redefined with artists taking the original score route as compared to covers. These bands seem to be in a mood to make their own songs, videos with the aim to stand out. Not only will this dictate content creativity but marketing and reaching the right audiences in a manner that brings the maximum gains.
Challenges however also remain such as identifying and encouraging talented musicians / dancers / artists to find their platform to get visibility, to make it to the big stage.