Music is a viable career option, says artist manager, entrepreneur Ritnika

Ritnika, who champions the cause of India’s independent music industry, says that the indie music scene has seen substantial growth in the last few years. “When I first started in India there were hardly any companies or music festivals promoting independent music. That has since changed and we now see music festivals like NH7 Weekender, Magnetic Fields, Supersonic and more promoting both established as well as Independent artists. Independent artists like Prateek Kuhad, Parekh and Singh and alike are now getting recognition internationally as well as in India and are putting Indian Indie music on the map,” says the music entrepreneur.

Through the upcoming workshop, the artist manager aims to educate aspiring musicians on various aspects of the music industry along with the multitude of job opportunities available in India. “We have to teach musicians on the nuances of artist management and live music industry. I seriously think youngsters should consider music as a career option. There is so much to do in music, from being an artist to becoming a manager, agent, record or publishing company executive. You can also work in PR, marketing or become a live music promoter. That said, one shouldn’t be in a hurry. Things take time to take root, but if you’re focused and true to your craft, you will get far. Also, know your business, understand how the industry works and how to navigate it,” suggests Ritnika.