Nisha Narayanan, COO, Red FM, firmly believes that the behaviour of radio listeners has changed in the past few years and they are in constant lookout for fresh content which has led to the growth of the regional music industry.
In an interaction with BestMediaInfo.com, she said that Red FM is focusing on catering to the demand for regional and indie music with several shows dedicated to promoting the industries.
“Over the last 4-5 years, there has been tremendous growth as far as regional music is concerned. I am a strong believer in the power of regional and vernacular,” she said.
She also said that the platform had been promoting regional indie artists for a past few years with different shows in Hindi markets like Delhi and Mumbai.
She explained the relationship between regional music and independent artists. She said, “You always have to see the growth of regional music parallel to the growth of indie music in the country. I think this is where the growth is because there is certain freshness attached to the music and it’s only going to grow. It’s an upcoming change. Mass mediums like us should promote and support indie and regional music.”
On the competition the radio industry is facing from the music streaming platforms, Narayanan said radio channels should not be viewed as music channels anymore.
“We are content creators, while music apps are music-driven these days. The power of being local, the power of being live, is what keeps changing on the go that music streaming platforms are not able to do,” she said.
Narayanan was also upbeat about taking Red FM’s shows on the ground with various music festivals and events in 2020.