While talking about films, there was this age in India when people rushed to the cinema halls knowing that it was a Rishikesh Mukherjee or a Satyajit Ray film. Later came the era of musical revolution in Bollywood flicks when the likes of R D Burman took over. This continued for decades after big banner movies like Awaara and Mera Naam Joker got international recognition in the box office.
The musical extravaganza was recreated by one of the finest superstars in the industry, Allah Rakha Rahman better known as A R Rahman. The brand ‘A R Rahman’ started becoming a USP for films before and after his rampage in the Academy Awards for Slumdog Millionaire (2008), which was well deserved. The popularity and consistency of his legendary music has now come to the web as he opens his own online store.
We know how the entertainment industry is shaped up not only on the internet but also in terms of mobile VAS. Music downloads is one of the biggies among all. May be that’s the reason why international concerts don’t happen very often in India. Nevertheless, the A R Rahman store online is set to create history using the most happening medium today.
For now the store is only meant for international fans since you need to shop here using only Euros, British Pounds, US Dollars and Canadian Dollars. To put it in a better way, the store his currently meant only for his fans living in the first world countries. As ironic as it sounds, the inventory now only has few of his albums, which of course have been popular and ‘in-demand’ out there in the west. Besides, a user needs to sign up on the portal first before buying a soundtrack which eventually helps him/her avail special offers on tickets for his concerts.
The point is, with music sites aiming social networks for aggregated traction, this store needs to stand out among other sites which already have more of these tracks online. Secondly, if making too much noise about the brand ‘A R Rahman’ associated woth this new store was going to make a huge difference, Bruce Sprigsteen could lok straight in the eyes of Bill Gates today! Jokes apart, I am wondering where this music gallery is headed from here, may be an iPhone application named ‘A R Rahman’. But, what stratagies are they using to enter the unintegrated Indian market, remains to be seen. In your opinion, what tactics can they use here, or if you still think the name A R Rahman alone can create the buzz, what are other music sites going to do about this?
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