Mad About Music


Jam-boree: A Business Plan
October 15, 2008, 5:54 pm
Filed under: Music | Tags: , , , , , , , , , , , ,

It looks like the live music scene in New Delhi (India) is all set to go places like never before. Those of you who have read the comment posted by Mr. Ajay Mahajan in response to my earlier post will know that the highly innovative, very exciting live event known as Jam-boree is all set to¬†produce it’s first music video! I have already mentioned earlier that Jam-boree could emerge as a successful television programme in the near future… now it looks like Mr. Mahajan is taking the first step in that very direction.

Personally, as an avid music industry watcher, I see huge business potential in the concept of Jam-boree. I have said this before, and I’ll say it again. It could well be the next level of music promotion that the currently beleaguered music business is searching so desperately for.

Here are the basic nuts ‘n’ bolts of what I envisage the Jam-boree Business Plan to be.

I see Jam-boree as a very special, intimate, small-format live music event, the complete antithesis of the stadium concert. Jam-boree is all about being seated just a few feet away from the performers, talking to them, interacting with them… getting closer to them, and their music. For the artistes, in turn, it is a more powerful promotional channel than the huge impersonal gigs they play across concert halls, stadiums, smoky pubs, etc.

The revenue model would be a two-pronged one — the first, a nominal entry fee or cover charge (depending on the venue); and the second, sponsorships and advertising at the venue in terms of backdrop, stage, signage material, promo offers, etc. With the growing importance of marketing to the youth, Jam-boree presents a unique format for engaging young audiences, and I see the Cokes, Pepsis, Reeboks, Dominos, Levis, et al¬†showing enormous interest in getting involved in such opportunities.

Promoting the event will also be quite easy. A section of the audience will include invitees from the press (for publicity) and corporate big wigs (for sponsorships). The rest will follow.

The difficult part, as I see it, would be to build up a roster of talented performers. But Mr. Mahajan has a distinct edge here. You see, since I know Sanjo from a not-so-distant past, I know that he mentors a lot of musical talent. With Sanjo on the Jam-boree team, building a pipeline of musical talent does not seem all that daunting.

If you’d like to get in on a piece of the Jam-boree marketing/brand promotion action, you can contact me through the Comments section of this blog, or write to me at sarveshsharma@excite.com

And yes… keep reading this blog for more updates.

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