Unlike abroad, the music industry in India is synonymous with the film industry. Why has the Indian music industry not been able to curve out its own niche?
A. Yes, I agree that in India music is synonymous with our movies. The Indian film industry has been and is still playing the role of being the principal carrier of Pop culture and Pop music, wrapped as a complete entertainment package. The music industry has been a part of this bundled package. It is only now that the industry has started to unbundle as the film industry starts exploring new themes, new audiences, new business models and also realises that music is no longer a large revenue stream but just a marketing avenue.
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