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Behind The Campaign: Indian hip-hop star Naezy


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In India, Naezy is one of the driving forces behind the country’s emerging hip-hop scene. Given the centrality of Bollywood, the Indian music industry was, for many years, a sub-division of the film industry and music marketing had to work around that structural fact.

As digital opens the county up, new opportunities are bubbling up and new genres are able to get a foothold in the market. Gaurav Wadhwa (co-founder and CEO of BGBNG) and Raghav Meattle (marketing & partnerships at BGBNG) discuss how India is changing and why – if you are operating outside of Bollywood’s centre of gravity – marketing the artist must take priority over marketing the song. “We are looking at gaps in the industry that Bollywood isn’t fulfilling right now,” says Wadhwa. “It’s about connecting with the artist and then connecting with the song versus just listening to the song and not really caring about who the artist is.”

The DSPs in India are catering to very specific genres, but sport and soap operas offer powerful ways to get deep into the Indian market far beyond Tier 1 and Tier 2 cities. To learn more about the campaign, click or tap here.

Stuart Dredge

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