Hi, thanks for dropping by.
I am Rohit, a strategist exploring the intersection of music, technology, and culture. As Director of UnderTheRadar, I supports independent artists navigating an evolving industry, while through this Substack, I analyze the forces transforming their landscape. Being both an industry participant and observer, my work focusses on bridging the gap between business strategy and creative culture; building new scaffolding for artist discovery and cultural engagement in the streaming age; and navigating the tension between platform economies and artist autonomy.
^ that’s for the LinkedIn audiences. Thankfully, this is not LinkedIn.
What do I really do? I write. I write to think, to process, to give shape to rough ideas. A blank page is my canvas, which I complement with making memes and data viz. I grew up reading magazines, so nice pictures interspaced between text is my jam.
The Industry Playlist 🎵 is the incarnation of that jam coming together for something I am deeply passionate about - our shared music culture. I also grew up listening to the radio, going for live gigs in my early 20s, so I’m a lil pissed with how things are going for music wrt streaming and the internet a decade later.
So here’s the deal with TIP🎵, this is my honest take on some of the meta-trends in music. I’m no pundit, so see this as an invitation to engage in a discussion that would hopefully bring forth exciting and new futures for independent music in India.
I’m gonna do that in three ways:
🪁 Sonic Shifts: Bite-sized 30,000 feet view on the trends shaping the business and the culture of music
🥽 Deep Dives: Occasional in-depth analyses of the music biz landscape in India, to give readers a glimpse into the future we must build.
🔥 Curated Insights: The latest thinking and perspectives from across the music business and cultural landscape.
TIP🎵 is where I dive in to markets, business models, and technology that define and give shape to music culture.
Finally, if we haven’t met before, I’d love to say hi! Feel free to reach out and introduce yourself by replying to any of the weekly e-mails, DMing me on Instagram, or e-mailing me at rohit[at]undertheradar[dot]in.
Follow UTR Labs for more insights and analysis.
Thanks again for being here,
Rohit
