3. Business Model
Website Promoters & Marketing
Marketing Venues launch Campus Events Venues
Advertising gigs Host Gigs
Event Managers
Promoters
Artists find Gigs
Advertisers
Artists
Fans follow
Tour Managers Artist
Fans
Web-Dev Team
Cash Live Shows Website
Graphics Designers
Advertisers
explosion
Marketing Subscription Fees
Web Development Advertising
4. Old Hypothesis
Given a chance, Venues would like to
host more gigs.
Hard Rock Café
Hyderabad, India Venues would want to go and book bands
for live shows.
Findings
HRC books bands via OML, an Event
Management Company.
This makes it convenient and hassle-free,
but they have to pay the event
managers.
Turnout for the gig depends on the
popularity of the artist in the city.
New Hypothesis
Costs are the limiting factor for hosting
We interviewed Mr. Wasim, more gigs.
Operations Manager, Hard Rock
Café, regarding the live music Venues can also share turnout fees with
scene in India, and the the band: Include this in the gig booking.
problems that they are facing.
There should be a way to restrict the
Hard Rock Café currently hosts incoming applications to good artists for
a live band every Thursday.
premium venues: Introduce the concept
of premium gigs.
5. Old Hypothesis
Venues currently not hosting gigs, but
having the potential, will want to do it
N-Convention through our solution.
Hyderabad, India
Findings
Venues like N Convention would host a
gig only if they see money in it, since
their main business is not on the food
and beverage side, but in providing the
event space.
N-Convention does not generally search
for artists. Artists approach them.
The money earned would be decent. The
promotion of the venue for future
bookings would be better.
New Hypothesis
We interviewed Mr. Arjun,
Manager, N-Convention,
Venues to host artists: Get them good
regarding the live music scene bands at smaller fees.
in India and whether they’ll
want to enter the market.
Venues are calling the shots right now:
Allow venues to book a particular band.
N-Convention currently hosts
weddings and corporate events.
They have also hosted a few big
artists like Parikrama.
6. Old Hypothesis
Venues that are currently not hosting
gigs, but have the potential to do so, will
T.G.I. Friday’s want to do it through our solution.
Hyderabad, India
The people coming to the venue want to
see a live act.
Findings
T.G.I.Friday’s is a little reluctant to foray
into live events space because it is an
unknown territory.
For nationwide changes, the corporate
office needs to be contacted for such
changes.
The guests of the venue would like to see
live events.
New Hypothesis
We interviewed Mr. Jai,
Operations Manager, Some Sales-Pitch is required to convince
T.G.I.Friday’s, regarding the live the venues of the benefits of live events.
music scene in India and
whether they’ll want to enter The inconvenience of bookings needs to
the market. be removed.
T.G.I. Friday’s currently hosts
gigs in countries like US, but
does not in India.
7. Old Hypothesis
Venues approach bands to perform for them
Jason Zachariah and book them for a certain amount.
Director, Nathaniel Music School,
India Bands have Band-Managers to find gigs for
Band Member: Bhoomi, Allegro them.
Fudge, Ceasar’s Palace
Findings
Bands are paid in two ways: Share of ticket
sales or Fixed Amount.
Most of the bands book gigs by:
a) Contacting the venues (networking)
b) Trying to register for a music festival
Venues approach artists only when they are
sure of recovering their costs.
New Hypothesis
Bands are booked at either fixed amounts or
We interviewed Mr. Jason, for sharing of cover charges: Add this in the
insights into the live music booking criteria.
scene in India and his take on
the growth opportunities both Venues rarely encourage normal bands as
as a band member and as a they are apprehensive of crowd turnout:
director of an acclaimed music Requires reduction of band booking costs for
school.
Venues
Jason performs regularly in
Bangalore along with teaching It is difficult for bands to contact and book
students in his music school. gigs.
8. Old Hypothesis
Campus Festivals are generally organized by
Chaman Singh the student body.
President, Student Council, Delhi
College of Engineering (DCE), The festivals are budget crunched.
University of Delhi
Findings
Both student council and faculty council are
involved.
Generally, an event manager is hired for the
whole package and arranges for DJs, Artists,
Bands and equipment.
Artists are chosen more out of budget
constraints than choice.
The event management agencies cost a lot
of extra money and require more time.
New Hypothesis
We interviewed Mr. Chaman, for
learning how colleges choose If we provide better bands at the same
the artists performing in their budget as that of an event management
campus festivals and how do company, huge demand would be created.
they currently book these
artists. Users would like help on which artist to
choose: Editor Rating + Helpline (to suggest
Chaman, is the head of the
student committee that
the right choice based on requirement).
organized Engifest 2012, an Both students and faculty are involved, so
annual cultural festival of DCE.
our marketing should touch both sectors.
9. Modified Business Model
Marketing
Website Venues launch Campus Events
Gigs or book Host Gigs Venues
Event Managers Marketing Brand-Sponsored
Advertising Artists Events
Helpline Promoters
Advertisers
Artists find Gigs
Artists
Tour Managers
Fans follow
Artists Fans
Brand
Sponsors Web-Dev Team
Cash Live Shows Website Advertisers
Graphics Designers Explosion
Transaction Fees
Marketing
Advertising
Web Development
Premium Gigs
10. Market Research
DJ Performances Band Peformances
Music Festivals Campus Festivals
Others
9,600
27,900
36,300
25,300
900
Initial Expected Market Size Market Size
* Major Metropolitans of India, starting from Bangalore
** Assuming Value per Transaction = $20
11. Industry Quotes
Brand Sponsors
"Live music is a great way to build our engagement with our customers" - Bacardi
India
"Red Bull strongly believes in working in playgrounds where talent needs
support, India has a huge pool of live acts.” - Red Bull
Promoters
"Our aim is to make India the hottest destination on the global music tourism
scene." - Percept Ltd., hosts Sunburn Festival
"Last November, there were 16 non-classical music concerts over one single
weekend in Chennai alone.” - Unwind Centre
Artists
"When we started playing in the early '90s, there were hardly a couple of fests.
Today there's been a mushrooming of these" - Subir Malik of Parikrama
"What we are seeing is just the beginning." - Ashvin Mani Sharma of Jalebi Cartel
"The talent is there, so is the audience. The time is right. All we need is the right
place." - Anup Kutty of Menwhopause
Industry Experts
"India's music market could take the next big step in 2012 as live music goes
mainstream, the internet gives more new artists a platform to strut their stuff and
global artistes make a beeline to a country", Rahul Sachitanand, ET Bureau
"Live music could grow at over 30% annually" - Sony Music
“Internet plays a central role in the music industry's evolution" - Times Music
12. Risks and Competition
Venues need more exposure to artists and live music.
Venues restricting themselves to great artists only.
No binding contract being formed between the two parties.
Implications of cancellation of gigs.
Availability of equipment and space in smaller venues.
13. Credits
We would like to thank Dr. Chuck Eesley, Venture-Lab Team &
Stanford University for providing a world-class platform and an
opportunity to learn the intricacies of Entrepreneurship.
We would like to thank John Shapiro for his valuable
guidance, tips and feedback.
