ITC opens music vault for admen

Company's Kolkata academy to help creative managers in making films.

ITC's Sangeet Research Academy (SRA) has introduced a 30-session "music appreciation" course for creative managers who make ad films, television programmes, music videos and other entertainment programmes.

The first-of-its-kind in the country, SRA's music appreciation course will begin in October and continue till February next year.

The course is aimed at entertainment managers who cannot afford established musicians to lend music to their programmes.

"Every company cannot hire AR Rahman for its jingles," said a source at SRA. The idea is to better equip creative managers in music so that they can use their expertise to make musical commercials and ad jingles.

Around 70 per cent of the course will comprise listening to music, discussing and understanding its various usage according to diverse situations. This, it is expected, will help entertainment managers to adapt music in accordance with the message that a commercial or an ad would want to convey.

"The course is also open to students who take up music as an additional subject in schools," said the source. The course will be taught by experts at SRA as well as by trained musicians.

The course will also provide useful information on Hindustani classical music and its various genres. It is also expected to pave the way for a career in music journalism.

The language of communication will be English, Hindi or Bengali. The course fee will be Rs 1,000 for individuals and Rs 3,000 for institutional sponsorships.