Diversification: A Positive Change for Emerging Artists in India

Diversification in Indian entertainment industry has manifested itself enormously during recent times. As the globalization swept the entire world in last two decades, Indian performing arts have also diversified. While some of the traditional art forms have come back, others have become extinct. Examining these changes, it will be worthwhile to go through scenarios where globalization has hugely impacted the emerging performing arts of India, where trend of booking artists online is picking up with every passing day.

Emerging Arts: An Extension of Entertainment Industry

The practitioners of performing arts in India are usually referred as a part of entertainment industry. This may appear innocuous to many, but the usage of the term ‘art’ is often in commercial in India. For the artists who with pure minds, create and weave compositions in their respective forms, the politics and commerce of entertainment industry has a far-reaching impact.

The global entertainment industry has more terms and phrases to segregate the performing arts with entertainment industry. But art is still entrenched with checks, net profits and turnovers in those markets also. It is therefore natural that those genres which yield attractive profit would be easily and successfully globalized. In the context of Indian music industry, Bollywood music presents this example perfectly.

Hindi Film Music Reins the Indian Entertainment Industry

The primary reason for Bollywood music being a hit across the world is its adaptability to fit into any format or template of the global music industry. A three to five minute song, available for full commercial exploitation and consisting of groovy tunes, can be easily modified for global markets. Its short duration makes its downloading easy in a cheap price. Also, the presence of huge Indian population in various countries of world makes it a prime candidate for commercial utilization. In other words, this kind of format is suitable for any kind of music setting and hence is huge in demand. Few other genres that have found popularity globally are hip hop, electronic music, remixes, Indian pop and fusion.

Niche Genres on The Verge of Extinction

On the contrary, the niche genres of India are on the verge of extinction. The traditional forms such as classical, folk and tribal music, which have an enormous regional following, are left out in cold. The songs of these genres are also mixed and modified, to appeal the global audience. Such is the impact of globalization. The west which revered the traditional music and art forms of India for its exoticism and spirituality has now become a consumer of Bollywood music.

Modification of Niche Songs

Most of the art forms are going through Bollywood makeover, from the Biraha of Uttar Pradesh to Bihu of Assam which has opened a lot of avenues of budding artists. Many DJs and emerging singers are taking advantage of this by presenting these memorable songs in their own style. Music from Punjab was earlier known for its unscathed Sufi flavour, but it has now shifted to groovy tracks. Folk Bangla songs have been modified in accordance with the lounge settings which had made them popular among youth. Hence, most of the professional DJs are trying to convert folk songs into dance tracks with primal beats. The wide avenues opened by globalization and diversification have certainly favored the budding artists and performers in the Indian entertainment industry.