OPTIMIZING INDIAN CLASSICAL MUSIC [ICM] TO CATER TO A LARGER LISTENING PUBLIC AND GENERATING A SUSTAINABLE MARKET
Sanjoy Bandopadhyay · Zenodo (CERN European Organization for Nuclear Research) · 2022
The practitioners of Indian Classical Music [ICM], India's intangible cultural heritage, are facing demand and supply imbalance. This imbalance has negatively impacted the musicians, and this rich and highly developed musical form is also facing a decline in its popularity index. The change of time, changes in the general pace of life, changes in the public value system, and changes in average sensitivity for classical arts are some of the major causes for these implications. This paper is based on the notions that (1) ICM can effectively serve a large volume of listening public, (2) Carefully curated ICM has the potential to satisfy general ICM-uninitiated listeners, and (3) this art form requires a larger market. The presentation is based on the investigator's long experience in ICM performances, academic orientation, and peripheral understanding of business principles through non-formal studies. The study tried to identify the causes, suggest methods to generate higher exchange values, and generate a sustainable market. The paper suggested taking up appropriate research to identify potential components and the optimized mix of music and allied components to cater to the challenges. The research outputs can be used for future applications in ICM for success in generating significantly higher exchange values from the large ICM-uninitiated listening public.