Keerthivasan Subramanian shares how artistes are getting new opportunities in the digital horizon
India’s cultural diversity has created a variety in music, dance and other performing arts. Folklore is known to enrich the country's vibrancy, encourage the folk artistes to work, and gives them employment opportunities and recognition. This is also understood to attract many audiences, both local and foreign, and provide a glimpse of India’s incredible roots.
However, things are not as lucrative as they were a couple of decades back. Folk artistes have suffered a significant downfall in employment due to western dominance and foray of new-age platforms. The early reports of 2020 reflected the slow decline of contemporary arts due to the rise of urbanisation, among other things. The new-age fusion trends have taken over traditional art forms. As a result, the audience is attracted to new-age music and s up ignoring local artistes. In addition, many art forms of the country are diminishing due to new sources of entertainment and global trends. Reports suggest that 70 per cent of the music created or composed in India is folk music. But, only two per cent of the total revenue generated by all types of Indian music is put into the production of folk music.
However, lost art has been observing some recognition on the digital media. Digitisation is now a voice of folk artistes to increase their visibility and reach across the nation. Many people have set up studios for the folk music community, which has helped these artistes keep their art alive. Listed below are ways in which folk artistes have started having obtained a second chance in this digital age.
Social media
Folk artistes are now quite well-versed with digitisation and have started showcasing their talent on social media platforms. This has earned them global recognition. The country's youth is now more aware of the rich culture and art of the country. The state governments are now identifying the scope in social media, and they have started seeking methods to preserve the gradually diminishing art. The authorities at Kochi, Kerala began a campaign called ‘Folk On’, which is aimed at promoting folk art through social media platforms.
Setting up online paid concerts
In these times, setting up online shows is easy. Folk artistes have started to showcase their talent, irrespective of the boundaries, thanks to the internet. Additionally, due to the pandemic, offline concerts and functions are either postponed or cancelled with most people restricted to their homes who spend more time online, giving way to the rise of previously unexplored digital activities. People staying on the web is leading to more traffic for these artistes. The rising number of viewers online has benefitted the folk artistes to stay afloat. Performers have gained ample profits through digital concerts.
Online reality shows
Many talent hunt competitions and reality shows in India have offered great opportunities to people with talents in various fields. The shows and competitions have helped local artistes to gain popularity and recognition globally. Online reality shows have helped struggling folk artistes in boosting their confidence and also getting a break in the industry. These shows have endowed them with plenty of exposure to industry veterans entities that are otherwise hard to reach as a commoner. Online reality shows have even provided financial support to folk artistes.
Conducting online workshops
At both national and metropolitan levels, many people are unaware of the traditional art forms. Folk artistes have started conducting online workshops to share the rich art forms existing in the country with them. Through online workshops, many people have started learning about these skills. This has encouraged more people in the country to indulge in folk art. With the rising awareness, folk artistes have an excellent opportunity to showcase their skills and survive in the market.
Digitisation has offered the folk artistes of our country another chance to revive the lost art forms. Young folk artistes are slowly adapting to the digital space to keep their culture and art form alive. These art forms are gaining popularity with each passing day.
Digitisation has reiterated that art is evergreen. Art does not know boundaries and will find its way to the ones seeking it.
(The author is founder and CEO of Playtoome, an online on demand live performance destination.)