Cover Story (Spotlight Weekly)

MUSIC INDUSTRY
Sustaining A Crescendo Of Creativity

Led by the popularity of folk, dohari and modern pop songs, the Nepalese music industry is finally making itself felt from household to restaurants and from discos to stage-shows. With an annual turnover of around Rs.200 million, music is now a booming industry, supporting hundreds of artistes and thousands of technicians. After a brief recession during the past year, when musical events were non-existent thanks to situation of insecurity in the country, the melodies are once again ringing from roadside cafes to Dasarath Stadium. Pop stars enjoy a huge fan following in the urban areas, whereas folk/dohari singers rule the roost in countryside. The jam-packed stage-shows and the mushrooming of dohari restaurants are testimony to this fact. The rising popularity of these two types of music has pushed Hindi, to a large extent, and English, to a lesser extent, music out of the parlor shelves. As people from Mechi to Mahakali begin to hum Nepalese songs, it seems this is only the beginning. But issues like growing piracy andflooding of cheap quality songs could once again ruin the rhythm

By SANJAYA DHAKAL

"Sasuralima khyal khyal mai

Dil basyo kanchchi salima".

The daura-suruwal clad men on one corner and gunyu-choli-clad women on the other engage in a fast-paced duet that is called dohari. Dozens of customers, enjoying their evening drink and snacks clap thunderously and even join the singers at times. They cry for the encore and even bolt from their tables frequently, showing off instantaneous dance steps.

This is a typical scene at any of the hundreds of dohari restaurants that have sprouted in the nook and corner of Kathmandu valley. Songs like the aforementioned one by reputed folk singer Badri Pangeni are a craze in these restaurants.

Music cassettes : Favorable market

More surprising is the fact that most of these restaurants had gained ill-repute only till two years ago. They were known more for exposing vulgar dances-cum-stripshows than the cuisine they offered. The Hindi songs that used to be the staple of these restaurants have now been replaced by traditional folk and dohari songs and the half-clad teenage girls replaced by neatly dressed folk singers.

From Satdobato to Sallaghari and from Koteshwore to Kalanki, dohari restaurants have mushroomed everywhere. Many owners even agree that the dohari songs they play have helped business more than the food they offer.

With the arrival of dohari craze, even the customers seem to have sobered up. "After the deterioration of the state of law and order and the imposition of emergency, restaurant-owners like us were not in a position to continue business as usual. Therefore, we adapted our business and tapped the popularity of folk/dohari songs of ordinary people," said an owner of a Dohari Saanjh restaurant in Baneshwore.

On the other side, urban youngsters are increasingly following the rock and pop songs. The MTV and Channel V generation are now listening to Nepali pop and rock songs. The crowded stage-shows and concerts point to the growing cult following of some bands like 1974 AD, Robin N Luza and individual pop singers like Nabin Bhattarai, Raju Lama to name a few.

"The sales of Nepalese folk/dohari songs and pop songs have rocketed of late. It has replaced the Bollywood tunes as the most preferred music for Nepalese," said Uttar Kumar Rai, an owner of Rai Music Center, a music parlor in Jawalakhel.

Music As An Industry

Before the restoration of democracy in 1990, state-owned Radio Nepal was the only outlet. It was around 1985 that the first private-sector recording studio Music Nepal was launched.

In the years since, dozens of private FM radio stations have come up. Not only in Kathmandu valley, localized FM radio stations have sprouted in most of the cities around the country. Of late, a number of new private television channels are also coming up.

All these development has helped in the flourishing of music industry as well. "Music as an industry is quite a considerable one at present. Back in 1985 when we started, there was little belief that music could become a profitable industry. But now we have proved it," said Santosh Sharma, director of Music Nepal Private Limited. In the past half decade, almost 50 to 60 private recording studios have been launched and some of them are located outside valley as well.

"Music is a booming industry. Many people are employed by this sector," said Sunil Ratna Tuladhar, proprietor of Tik N' Tok music parlor and Studio 2002.

According to Sharma, the annual turnover of the music industry could be anything between Rs.100 million and Rs.200 million. "While the turnover of just album sales and production could be around Rs.100 million, it will increase significantly if you consider the earnings from musical shows, concerts and sales abroad," he said.

Music Nepal alone produced 112 albums last year, comprising 700-800 songs. "We paid revenue to the tune of Rs.3 million to Rs.4 million to the government from our earnings last year." And that was during the emergency period when music was briefly hit by recession. Music Nepal claims to have a 40-percent share of the market.

Before the emergency, the music sector was growing impressively by 20 percent, but dropped by 40 percent. "But now it is again picking up," said Sharma.

Cost And Benefit

Another palpable sign of the growth is the rise in the standards of living of artistes. "When I started my singing career more than a decade ago, nobody even thought that there was money to be made from this sector. We just poured our own money to record our album. Things definitely have changed. There is now possibility for one to make good profit if one's album clicks," said Deepak Bajracharya, a pop sensation whose album "Asar" was one of the massive hits of last year.

From the days of having to spend one's own money to record an album, these days recording company literally stand in queue to get particular artistes do an album with them. Sharma draws attention to the fact that "Back when MN came into being, the earning of average musical instrument-player was around Rs.300-500 a month. The MN employed them by giving Rs.2,000 a month. Today, they are earning Rs.50,000 per month. Even junior ones earn Rs.20,000 a month - a jump by 40 times. Another indicator is the royalty amount. Earlier, there was no such thing as royalty. From zero, the artistes are now earning Rs.25,000 to Rs.50,000 as royalty. The hit albums even rake up Rs.500,000 as royalty. This is a phenomenal progress. Another indicator is the employment opportunities. MN alone employs around 100 people directly. If we talk about all the 50/60 studios, the employment figure could cross 5,000 plus other indirect employees."

The cost of recording an album varies based on whether it is a pop-modern songs or folk-dohari songs. It costs around Rs.70,000 to Rs.150,000 to produce pop album. If it clicks, it can rake in up to half a million rupees in royalty to the artiste. That apart, the artiste will have the opportunities to earn hundreds of thousands of rupees more from endorsements, music shows, concerts and shows overseas. Among the hit albums of last year include Deepak's "Asar", Raju Lama's "Shayad timro..", Kunti's "Kusum", Nepathya's "Resham" and so on. Artistes like Nabin Bhattarai, Deepak Bajracharya, Raju Lama, Nalina Chitracar, Ram Krishna Dhakal, Nima Rumba, Yash Kumar are already sensations.

In some pockets like city centers and among youngsters of ten-plus-two schools and colleges, even the home-grown rock music is taking roots. "In our parlor, the sales of rock music surpass any other. Maybe it is because we are located at the center of Kathmandu," said Tuladhar of Tik N' Tok. According to him, rock artistes like Robin N Luza, X-mantra, 1974 AD, Mukti, Ugra Karma are chart-toppers in the category. "Besides, rock artistes are the darlings of concerts. Look how successful was the concert given by 1974 AD last December in Dasarath Stadium."

On the other hand, the cost of recording folk/dohari songs is even lower. It can be packaged at the cost of around Rs.15,000. And if it clicks it can earn anything above half a million rupees. But the dohari/folk artistes are yet to be tapped for commercial endorsements. They, however, get limited opportunities for concerts, music events and shows overseas.

Rural Rhythm

In the past folk songs and dohari songs were confined to the village audiences. There were few folk songs that were equally popular among urban audiences. But things have changed. Initially taken up by Nepalese films that cashed on the folk melodies, it is now a frenzy in cities as well.

"Folk songs is our tradition. It is our culture and it is in our blood. No matter what, these songs will always be popular," said Kumar Basnet, veteran folk singer and president of Nepal Musical Association. "The popularity of foreign songs are skin deep but those of folk songs are everlasting. It is good to see that youngsters have started singing and listening to our folk and dohari songs," he said.

The rural rhythms have made inroads into cities as cassette sales suggest. "It is clear that the sales of folk/dohari albums lead others by a huge margin," said Tuladhar.

"It is due to the success of folk/dohari songs that Music Nepal could become profitable in a short time," said Sharma. Whether it is Nepal Television or Channel Nepal, the programs based on folk songs and dohari songs have become magnets.

The industry sources say folk albums have become chart-busters of late. Whether it be "Jivan" of Khem Gurung, "Hiunchuli ma hiun" of Premraja Mahat, "Sasuralima" of Badri Pangeni or "Malmal kiri" of Komal Oli, these have been huge hits.

New Kids On The Block

The rising popularity of pop songs has spawned scores of wannabe youngsters and quite a few of them have actually won the hearts of audiences. Freshers like Yash Kumar now rub shoulders with the likes of Nabin Bhattarai and Deepak Bajracharya on the concerts with equal aplomb.

These are the new role models for Nepalese youngsters. Perhaps this was the reason why international agencies like Population Service International (PSI) organize concerts and music shows to raise awareness on HIV/AIDS.

Street concerts are a huge draw. Crowds at pop concerts have grown so much that the bands have now started organizing them at the Dasarath Stadium. Last December, 1974 AD band organized a hugely successful concert in the stadium. PSI organized the concert of half a dozen or so singers in the stadium two weeks ago. The crowds thronged braving the rainstorms. Deepak Bajracharya's solo performance, too, was organized in the stadium with reasonable success. Studios have flourished and the singers now do not leave anywhere without a mobile phone in their hand.

Challenges Ahead

Though the music industry is growing impressively, there are some factors that threaten to undo the progress made with so much effort and dedication.

Piracy is a big issue. According to Santosh Sharma, almost 60 percent of the music market is covered by pirates who manufacture cheap imitations of original albums and sell them exploiting all others. "We are a big victim of piracy. We release 100-150 albums a year. Because of our market share, 60 percent of piracy affects us alone. Such piracy occurs even across the order. But we are not terribly worried about piracy across the border as we take solace in the fact that our culture and music is being transmitted, anyway. However, we are sad to see the piracy inside the country. The government ought to be working as facilitator and implement laws. Unfortunately, the piracy has hit several investors and creative artistes as well."

He is, however, hopeful that the new Copyright Protection Act and upcoming regulations will help in checking piracy. "If this piracy is left unchecked it will eat up the industry one day," he said.

On his own initiative, Sharma is lobbying hard for full implementation of copyright laws. "Once the government joins Berne convention (on copyright protection) we will form Collective Management organizations (CMO) to collect royalty of music and distribute it to the artistes and creators."

Likewise, Sharma sees the dire need of proper music policy to promote the industry in a proper manner. "There are huge number of talents in the country. Country can benefit a lot not only in cultural terms but also financial terms if the government framed proper policies to guide the industry," he said.

Then, there is the problem of surfeit of lesser qualities of songs. "Artistes now have to concentrate on polishing their talent. This alone will ensure bright future for Nepal's music industry," said Kunti Moktan.

As things stand, Nepalese music industry is expected to add chapters of new rhythm in the days ahead. But issues like piracy could pose as a serious roadblock in its path towards prosperity.

'MN Owes A Major Part Of Its Success To Folk Music'

— SANTOSH SHARMA

Santosh Sharma is the director of Music Nepal Private Limited, the pioneering cassette-recording studio in the country. In the 19 years since it was established, Music Nepal has produced countless cassettes. It was Music Nepal that started producing albums of folk and dohari songs for commercial purposes. These songs are currently a rage in the country. Sharma spoke to SANJAYA DHAKAL about various issues concerning the music sector. Excerpts:

How do you find the present state of the music sector?

The political instability and turmoil hit this industry very much. During the emergency period, artistes could not even carry out stage-shows, which are a crucial part of their music promotion and earnings. Almost 50 percent of our business had been affected. But now things are looking good. Musical events are beginning.

What is the annual turnover of the music industry?

On average, you can say that the total annual turnover of the music industry is anything between Rs.100 million and Rs.200 million. It includes cassette sales inside the country and outside, stage-shows, events etc.

And, what about the market composition of pop, folk and modern songs according to cassette sales?

Well, folk music leads the pack covering 40 percent of the total market. Pop music trails it with 20-25 percent. Film music covers 15 percent and the rest is covered by modern songs.

Why is film music not that popular?

It is really interesting. In neighboring India, film music covers whopping 85 percent of the music market there. Though the investment in film music is at least three times higher than that in pop or folk music, its market share is dismal. This points to one of the reasons why our films are not doing well currently.

What about the position of Nepali music vis-a-vis Indian music here?

When we started, the music market here was dominated by foreign (Indian) music that covered 90 percent. After 10 years, the situation changed dramatically with Nepalese music covering 75-80 percent. But later on with the advent of cable television and FM stations, we suffered. While cable television promoted the sales of foreign music, FM prospered at our cost. At present, we estimate the music market to be divided 50-50 between Nepalese and Indian music. But most of the Indian music is pirated. If the pirated Indian cassettes (that are cheaper) are stopped, our market share could easily reach up to 75 percent. But the important thing is that Nepali music is getting popular day by day.

Of late, folk songs, especially dohari songs, are becoming massive hits. What do you say?

It is wrong to say that dohari and folk songs became a hit only of late. Music Nepal has been profitably selling the albums of folk and dohari songs since way back in 2041 B.S. It is only that there is media hype about dohari songs at present. It is good to see that restaurants where they earlier used to play foreign songs are switching to Nepali folk and dohari these days. But its market always existed. It is only that in recent times, it has caught the attention of urban people due to media hype. Music Nepal pays revenue around Rs.3 million to Rs.4 million to the government annually. Forty percent of this amount is covered by folk and dohari songs alone. And remember this amount is only from Music Nepal. There are 50-60 different other studios. So you can imagine how this sector is contributing to the economy as well. Earlier, nobody had thought about the market of folk music. When we first started producing folk music cassettes, even the cassette shop-owners did not use to play them. Upon our campaign, they started playing them. Surprisingly, tourists swarmed to buy our folk songs. Gradually, the ordinary people flocked. In a short time, our experiment with folk music paid off. We discovered unexpected market. I think folk melody is in our blood. Currently, even the pop, modern and film songs become successful only if they are based on folk melody. It can be said that the major part of MN's success was because of folk music.

How do you see the future of the music sector?

We have reached the present state all because of the talent and gift of our artistes. But now there is no hope if we do not work towards institutionally as well as policy-wise supporting it. Unfortunately, our planners and policy-makers have never really understood this sector. They see it as unproductive sector. But take the case of MN alone and you will notice how economically viable this sector is. Look at USA and other countries that have earned so much out of entertainment and music industry. A country with creative artistes can be called prosperous. Till now, the artistes in our country were growing in wild. We have to cultivate and nurture them. For starters, we need music policy. Just as medical and engineering colleges, musical schools should be opened. At times, we have recommended for proper taxation policy so that this sector could blossom. I believe the time is ripe for the government to come up with Music policy to promote this sector in an institutional manner.

What is the position of Music Nepal in the country's music sector?

The position of Music Nepal is very sound. We have come here with long term vision. We have done lot of hard work to reach where we are today. When we started back in 2039/40 (1986/87), the government used to tax us at par with cigarette/alcohol industries. The government protected the state-owned Ratna Recording but it, ironically, discouraged similar industry that came from private sector with similar objectives. However, it turned out to be a blessing in disguise for us. We really fought hard. We are proud to say that presently we have reached 19 years and we are full of youthful energy equal to that age. We don't claim that we are still in infant stage like some in cinema industry, which is more than three decades old, do. Our efforts have paid off. Music Nepal is in the leading position. We not only record commercial cassettes, but also engage in preservation of old songs as well as bring to public non-commercial songs from nooks and corners of the country. We have invested in recording songs from important talents of the country even though it may not be profitable.

How has the Nepalese music sector blossomed over the last few years?

We have to look at the basic indicators to analyze the progress of this sector. I have taken the change in the living standard of an average musician/instrument-player as one of the indicator. Back when MN came into being, the earning of average musical instrument-player was around Rs.300-500 a month. The MN employed them by giving Rs.2000 a month. Today, they are earning Rs 50,000 per month. Even junior ones earn Rs.20,000 a month - a jump by 40 times. Another indicator is the royalty amount. Earlier, there was no such thing as royalty. From zero, the artistes are now earning Rs.25,000 to Rs.50,000 as royalty. The hit albums even rake up Rs.500,000 as royalty. This is a phenomenal progress. Another indicator is the employment opportunities. MN alone employs around 100 persons directly. If we talk about all the 50/60 studios, the employment figure could cross 5000 plus other indirect employees. Last but not the least, this sector has been making incalculable contribution in the preservation and promotion of Nepalese culture not only within but also outside the country.

'The Quality Is Getting Better And Better'

— SUNIL RATNA TULADHAR

Sunil Ratna Tuladhar is the proprietor of the Tik N' Tok - a well-known music outlet in New Road. Tuladhar who also owns Studio 2000, a music studio, and CDING, a music production enterprise, along with his brother Anil Ratna Tuladhar, spoke to SANJAYA DHAKAL about the status of sales of Nepalese albums. Excerpts:

How well do Nepali music albums sell?

They have grown astronomically. Since our music outlet is located at the center of Kathmandu, most youngsters earlier used to flock here to buy English songs. But now the situation has changed. Almost 50 percent of our sales include Nepalese music albums.

What kind of music is popular?

If you talk about our music parlor, it is the Nepalese rock songs that sell most. The albums of rock artists like Robin N' Luza, Mukti, X-mantra, Karma band, Ugra Karma, 1974 AD are the most popular ones. Then come pop songs and folk/dohari songs followed by modern songs. Pop artistes like Raju Lama, Deepak Bajracharya, Sugam Pokharel, Nabin Bhattarai are quite a craze. Film songs sell very less. And then there is a different kind of music like those by Sur Sudha, which also is quite popular among select audience. But if you talk about the overall sales in the country, I am sure folk/dohari leads the race. Thousands of Nepalese who live overseas, who work overseas and who live in villages prefer folk/dohari and pop songs.

How do you find the quality of songs?

It's getting better and better. Since I also operate a music studio, I know that Nepalese singers, particularly youngsters, are working very hard in their discipline.

How about the stage-shows?

Stage-shows are inalienable part of music industry. It is great that we are having a number of stage-shows these days. Mostly, rock songs are preferred in stage-shows due to their fast pace music.

Does the music provide financial security to artistes?

Yes, it does now. If your album clicks, there is a lot of profit to be made. Not only singers, even musical instrument players earn a lot these days as they seem busy hopping from one studio to another in a single day for recording different songs.

How has piracy affected this sector?

It is a really big problem. Music artistes and production companies like ours are significantly affected by the piracy. The practice of recording favorite songs at a recording store also affects the sale of albums.

'Nepali Music Is Getting The Attention It Always Deserved'

— DEEPAK BAJRACHARYA

Deepak Bajracharya is one of the most famous pop singer in the country today. Most of his half a dozen albums have become major hits. Of late, his album 'Asar' is creating waves. Having entered this sector in 1991 at a tender early teenage, Deepak is now an established name. When he spoke to SANJAYA DHAKAL last week he was preparing to give the first-ever solo performance at the Dasarath Stadium on May 24 where he expected to sing 30 songs. Excerpts of his interview:

How do you find the development of the music sector in the country?

It gives me a great pleasure to say that Nepali music has finally arrived. It is now getting the attention it always deserved. Now you go to any parties, any wedding reception, any restaurant or any other event Nepali music greets you. Earlier the situation was so different. Everybody played just Hindi songs. Nepalese pop singers were looked down upon. Now wherever you go, you catch attention and people start requesting you to sing a song. It's great now.

How about the development in quality?

Sure, the quality is coming up as well. When I started singing more than a decade ago, any Nepali album could become a hit because there were so little of them. Now the audiences will buy only those they think are good. So the filter is there. Right now, I think there is a great wall built around quality albums. You have to come up with good album if you want to jump the wall and share the platform of good singers.

You are giving a solo concert shortly. How is the state of stage-shows currently?

Definitely, it is a big responsibility upon me to give a successful solo concert in that it will open the possibility for other solo singers to follow the suit. Stage-shows are an integral part. It connects you to your audience.

So, how do you find the future of Nepali music?

It is good provided that artistes engage in polishing their quality. From the time when we did not even expect to make a single dime by releasing an album, we can now expect to make considerable amount of money. This indicates good future.

Has piracy affected the music industry?

There are two aspects to this issue of piracy. While it definitely hurt us financially, it also has a positive spin to it. The piracy expands the reach of our albums. As official distributors cannot reach to every nook and corner of the country, the pirated cassettes find their way to these places and thus, spread our music and make them more popular. But the issue of piracy is definitely not a good thing and should be taken up earnestly by concerned authorities.

'Get-Hit-Quick Syndrome Could Undermine The Sector'

— KUNTI MOKTAN

Kunti Moktan is one of the most renowned pop and modern singer today. Her album "Kusum" was a massive hit last year, registering record sales of nearly 100,000. A music teacher at nearly a dozen of schools in Kathmandu, Moktan's two daughters are also coming up with their own album soon. She spoke to SANJAYA DHAKAL on issues facing the music industry. Excerpts:

What are your impressions about the present state of the music industry?

The music sector was doing really well before the imposition of emergency. But now it is again picking up. During the emergency period, most albums could not sell well. I was fortunate in that regard as my "Kusum" sold very well in the same period.

How could your album become a hit during that difficult period?

I guess because my songs were good. They were all based on typical Nepali society. I always try to stick to Nepali tradition, rhythm and melody whenever I sing a song. This is the reason why folk and Dohari songs are doing so well these days.

How was the music sector affected during the emergency?

It was really difficult. No stage-shows or music tours were organized. Only few tours were organized overseas. But after the situation improved, we have already organized a nation-wide tour and I am going on a week-long Ekdum Live tour this week.

Is this sector financially rewarding as well?

Well, it depends on the quality. For those who sincerely involve in this sector coming up with good quality albums, it is indeed financially rewarding. As far as I am concerned, I am totally involved in this sector. I am living comfortably with the earning from this sector. In fact, my whole family is involved in music. My husband Shila Bahadur Moktan is a reputed musician and arranger. My two daughters too are inclined in music.

How significantly is piracy affecting this sector?

Piracy is a serious issue. It is eating into our profession. In the absence of proper actions against them, people engage in piracy openly. In fact, when your cassettes are pirated, you will know that you're a hit.

How do you find the quality of young singers?

They are good. But I find there is a tendency of get-hit-quick. This leads to compromise in quality. My suggestion is they engage in practice more and polish their songs more. If that happens, the future of Nepali music will be safe in the hands of these youngsters. That apart, Nepalese audiences, too, should love their songs much more and encourage their artistes.