iWorld
IPRS to empowering new and upcoming artists at Deccan Alternative Music Conference 2024
Mumbai: The Indian Performing Right Society (IPRS) is set to mark its presence at the Deccan Alternative Music Conference, scheduled from 9 to 10 February in Bengaluru. This initiative aims to enlighten and empower musicians from the region, shedding light on crucial aspects of the music business covering copyright, royalties, and the role of music copyright societies in safeguarding creators’ rights.
In an era where music is not just an art but a thriving industry, understanding music copyright is paramount, IPRS has always endeavoured to make musicians aware of their rights. Music copyright protects the intellectual property of creators, ensuring they receive due recognition and compensation for their work. It encompasses the rights of composers, songwriters, and independent artists, offering them a legal shield in the ever-evolving music landscape.
Music copyright societies play a pivotal role in safeguarding the interests of creators. Rights management societies, like IPRS, act as custodians of creators’ rights, managing and licensing their music to ensure fair compensation. By joining a copyright society, music creators gain a powerful ally in navigating the complexities of the music industry, ensuring that their music is duly protected and monetized.
For creators, royalties serve as a consistent source of income. IPRS, as a govt. authorised music copyright society, actively collects and distributes royalties on behalf of its members, turning creative endeavours into a sustainable livelihood. Understanding the nuances of royalties is crucial for artists to maximize their earnings and foster a thriving music-creator economy.
As part of the Deccan Alternative Music Conference, IPRS is hosting an insightful workshop aimed at demystifying music copyright and licensing, the role IPRS plays in managing creator and publisher rights, and their right to royalties. IPRS will guide participants through the benefits of being represented as a community, ensuring due credits through data registration, and providing valuable insights that will help boost their musical journey.
In addition to the workshop, IPRS is organizing an exclusive enrolment boot camp during the conference. Independent artists, songwriters, and composers can seize this opportunity for on-the-spot registration. This initiative is designed to empower creators by facilitating seamless access to the benefits of IPRS membership.
Creators attending the Deccan Alternative Music Conference, are encouraged to participate in the workshop and enrolment boot camp, gaining valuable insights and establishing direct connections with the IPRS team. The conference promises not just a platform for musical expression but also a gateway to unlocking the full potential of a creator’s work.
IPRS invites all independent artists, bands, songwriters, and composers to be part of this enriching experience. Mark your calendars for the Deccan Alternative Music Conference, and embark on a journey to enhance your understanding of music copyright, royalties, and the transformative role of IPRS in shaping the music industry.
Commenting on this, singer, composer and IPRS member Bindhu Malini said, “As a member of IPRS, I am aware of how critical it is to understand and protect our rights as a creator in the dynamic music business. The Deccan Alternative Music Conference offers a priceless forum for knowledge, networking, and understanding the nuances of the music business to new and upcoming artists and music creators. Being a member of IPRS means more than just financial returns; it’s about joining a global community of music creators, where IPRS acts as a strong ally, advocating for my cause and safeguarding my rights. Glad to be part of this journey.”
Adding to this, The Indian Performing Right Society Ltd CEO Rakesh Nigam said; “As we participate in the Deccan Alternative Music Conference, our focus is on empowering creators hailing from the vibrant musical landscapes of the region. A special thanks to the organisers of the Deccan Alternative Music Conference, for crafting this unique space where regional talents can amplify their understanding of the music business. Through strategic collaborations and extensive outreach, our goal is to reach every artist, transcending geographical boundaries, and making sure they are well-versed about the opportunities and protections that await them in the rapidly evolving music industry.”
The Indian music industry is witnessing unprecedented growth, transcending borders. Independent and non-film music is gaining popularity and winning fans across geographies. But it is alarming that a vast majority of songwriters are unaware of their rights, the clauses outlined by the Copyright Law in favour of music creators, and how to protect their rights and rightful dues. IPRS has been incessantly working towards empowering and educating music makers on matters that shape their careers and help them reap more from their creations. IPRS’s participation at the Deccan Alternative Music Conference, is a step towards that.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
