Monetising music

Music is the lifeblood of the entertainment ecosystem; yet it remains small and under-invested in. Why?

Have you ever wondered why music companies invest almost nothing in developing new formats, markets or genres?
 
There are over a hundred genres such as Indipop or carnatic or quawaali across say 200 languages and dialects. We may hear of a funny “Why this Kolaveri di” or a lovely bhajan only if it goes viral. Otherwise the hundreds and thousands of singers, songs, instruments and compositions are rarely sampled by a large cross-section of people within India, forget outside. The largest market for Latin music is outside of Latin America. K-Pop or Korean pop music’s global popularity has brought