It's not an outrageous, expensive programme," said Subramaniam.
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Am not saying free is ever going to go away, but the people willing to pay should get benefits like getting to hear the song first, without ads, take it offline, share it with friends, and high quality. "The creative industry only thrives if we have a well-balanced consumer ecosystem. There is a huge disparity in rest of the world, 40-50 per cent of people are actually paying customers," he said. Out of 50 million, only 400,000 people pay - which is less than one per cent. Sony Music India are appealing to novelty seekers. For this to work out, the support of audio streaming platforms such as Saavn, Gaana and Hungama are needed. "Right now, there are close to 50 million users monthly across all these music services.
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People will find a way to get it for free some way or the other". You must accept that India is still a heavily pirated market. The reason why 24 hours was chosen was because "it's a first, so you don't want to give a shock to people. Indie music bands will perform and not really record because of this particular imbalance," he said. So, you can see an explosion in live shows, but not so much in recording. "Some of the artistes feel that way because they don't make enough money from recording, it's only from performances. That happened with Pink Floyd, The Beatles and some other legendary artistes who feel that consumers need to pay and, therefore, unless they pay, they shouldn't be listening to their music,’’ he said. "In the West, for example, take Taylor Swift. There is very little build-up to the release of Bollywood songs," Shridhar Subramaniam, President, Sony Music Entertainment - India and Middle East, said.īut in the case of "Phurrr", because of the Diplo collaboration and the fact that the music of the film, Jab Harry Met Sejal, is gaining momentum, a lot of Indians know that the song is coming.Īnd that is why, Subramaniam said, the Bollywood track was selected for the paywall experiment. Only when it releases do they decide whether they like it or not. Most people anticipate a movie, a film's opening date, but they don't know when the next song is coming out and how it's going to be.
![hindi audio track for kill bill hindi audio track for kill bill](https://upload.wikimedia.org/wikipedia/en/0/0f/Enthiran_poster.jpg)
"We had to do it with a song that people were anticipating. Some in the industry say it is too much to expect any immediate change in attitudes, but hope people support the move that is aimed at killing piracy. In India anything "free" works best, but Sony Music India decided to take a bold step by asking listeners to pay, for a limited time, to listen to the song Phurrr, featuring superstar Shah Rukh Khan and Anushka Sharma. Follow us on Poster of Jab Harry Met Sejal