AN EXCLUSIVE INTERVIEW WITH RAM MISHRA – FOUNDER & MD, DAMROO MUSIC APP
Q. You are known for combining creativity and entrepreneurship in a refreshingly different manner. Do tell us about arriving on the niche of regional and independent music app and its primary goal?
Ram: Very interesting question to start with! Thank you for your kind words! First of all, It’s an honour to be interviewed by our very own IPRS, the most respected societies in the world. Thank you once again for the opportunity!.
Well, It’s been an exciting journey for me, living my dream! It all started with a purpose to create value by establishing a tech-driven ecosystem that promotes the growth and accessibility of regional and independent artists and music, all while making a positive contribution to nation-building efforts in my own small way.
Q. What are the USP’s of the App and what are some of its distinguishing features from the other streaming platforms in the market? Can you give us a perspective from listeners point of view and also from the angle of the creators?
Ram: I think, In today’s digital age, comparing streaming platforms based solely on unique features may not be the most relevant. What truly matters is the experience each of us curate through our content. Damroo stands out by addressing two very important needs firstly, by offering an equitable platform, prioritizing discovery and exposure for emerging and undiscovered talent; Secondly, by delivering well-curated, locally relevant content to regional audiences, filling a gap that was previously neglected.
Q. Take us through your usage model. How can an artist in the remotest corner of India use the app to upload their music and what kind of parameters are adhered to while onboarding an artist on Damroo?
Ram: Damroo App can be downloaded from PlayStore and Appstore. For Artists, we have developed a user-friendly DIY platform, available at https://damroo.co/for-artists where artists can select their preferred plan, register and start distributing their content across various digital stores including Damroo. In terms of onboarding parameters, we prioritise professional artists who create original content. Our industry expert QC team ensures quality standards by checking audio quality, metadata accuracy, artwork quality and most importantly, copyright infringement. This process guarantees that only high-quality legally compliant content reaches our audience, maintaining the integrity of our platform.
Q. Songs, stories and podcasts are available as content through your app. Can you give us some idea about your content catalogue and your future content plan?
Ram: With our recent partnership with Horus Music UK, our catalogue has expanded to nearly 500,000 songs across diverse languages and genres. We are dedicated to promoting the growth of regional and independent music, and we remain committed to expanding our content offering to cater to the diverse preferences of our users.
Q. Artists need promotion and often fall short of knowing the ways of the market stunting their career growth. Are there ways in which you help the artist promote his music through the app?
Ram: We understand that discovery is a significant challenge for regional and independent artists in promoting their music. That’s why we’ve introduced key initiatives to support them, including exclusive banner placements, multiple playlist features, social media posts for each releases, radio interviews, live performances, and synchronization deals.
Additionally, our DIY platform offers over 25 exclusive services to help artists gain financial independence, create high-quality content, and advance their careers. These services empower artists to showcase their talent, connect with their audience, and achieve success.
Q. How can artists find and develop their unique sound in a market that often sees trends changing rapidly?
Ram: To produce unique sound that resonates with certain set of audience, one should do continuous experimentation and jamming with fellow musicians. Rather than chasing fleeting trends or catering solely to algorithms, artists should prioritize creating good quality content that speaks to their own experiences and emotions.
Q. Striking a balance between artistic expression and commercial success can be challenging. How do you advise artists to navigate this balance?
Ram: To me, I see this as an ongoing journey, and there’s no universal formula or one-size-fits-all approach. However, by prioritizing authenticity, engaging with audiences, and being open to collaboration, artists can navigate this balance more effectively while building a sustainable and fulfilling career.
Q. How do you ensure the seamless streaming given the heavy usage of data in India at all hours? Do you use AI or new-age technology?
Ram: We’re proud to have invested in top-tier tech infrastructure, including high-performance servers and CDNs etc. This investment enables us to deliver scalable, efficient streaming services, ensuring an uninterrupted and seamless experience for our users. With our robust infrastructure in place, users can enjoy their favourite music on Damroo with confidence, knowing that they’ll always have a smooth and enjoyable listening experience.
Q. How can artists stay relevant in an ever-evolving music landscape, and what role does continuous learning play in an artist’s career?
Ram: To stay relevant in today’s dynamic music industry, artists must embrace change and innovation. Continuously learning and adapting to new trends, technologies, and audience preferences is crucial. Stay active on social media, interact with fans, and listen to their feedback. Experiment with new tools, software, and platforms to expand their reach. Collaborating with other artists, producers, and songwriters can bring fresh perspectives and ideas to their work. Overall, it exposes them to different audiences and helps them tap into new markets.
Q.How do you see the app growing in the coming times and what are the noteworthy developments on the anvil at Damroo?
Ram: We are strategically focussing on Investment in technology, expanding our user base, content partnerships, community building initiatives and monetisation strategies. These pillars are fundamental to our growth strategy and we are excited to announce that significant developments are on the horizon. Stay tuned for exciting updates!
