Richard Dudley
Two Decades, Two Perspectives
Spending over two decades navigating both the corporate world and the music industry has given me a unique perspective on how industries function and grow. In structured corporate ecosystems, efficiency is driven by integration – departments work in synergy, strategies align, and outcomes are measured. The music industry, however, operates very differently. It is fragmented, unpredictable, and often inefficient, especially for independent artists trying to carve a sustainable career path.
This fragmentation is particularly pronounced in India, where the music industry is largely shaped by the film industry. Unlike global markets, where independent artists have access to established live circuits, festival culture, and monetisation avenues beyond just streaming revenue, Indian artists often struggle to gain traction if their music isn’t tied to Bollywood or regional cinema. English-language artists face even steeper odds, as the industry still leans heavily towards film-driven content and commercial Hindi music.
A System That Works for a Few, But Not for All
Globally, the music industry has evolved into a two-tier system. On one side, major labels, established artists, and industry-backed productions have access to all the necessary tools for success – distribution, marketing, sponsorships, and revenue diversification. On the other side, independent artists are left to navigate a complex maze of streaming platforms, social media algorithms, and self-funded marketing efforts.
The situation in India is even more skewed. Bollywood and regional film music dominate playlists, radio stations, and brand sponsorships. Independent artists, especially those working in non-film genres, struggle to break into mainstream consciousness. While independent music is growing, there is still no unified ecosystem that provides structured artist development, marketing, financial support, and audience-building opportunities at scale.
Most artists today have to function as their own label, booking agent, and marketing team while simultaneously creating music. They juggle disconnected platforms, from streaming services that offer minimal financial returns to social media channels that demand constant engagement. Without a clear, structured pathway, even the most talented independent musicians find it difficult to convert their art into a sustainable career.
The Corporate Parallel: What the Music Industry Can Learn
From a corporate leadership perspective, industries thrive when efficiency and scalability are prioritised. The current model of artist growth is neither efficient nor scalable. There are too many gaps in the system – gaps that force artists to fend for themselves in a business landscape that is already difficult to navigate.
Unlike the film industry, which has built-in marketing budgets, promotional platforms, and monetisation models, the independent music space lacks a structured, predictable path to success. There is no ecosystem that allows an artist to seamlessly move from creation to distribution, audience engagement, and financial sustainability. This fragmentation is the biggest barrier to artist success—not talent, not demand, but the absence of a clear and structured journey.
The solution isn’t more platforms, streaming services, or social media tools—it’s integration. Independent music needs an ecosystem that consolidates artist development, marketing, live performance opportunities, and monetisation into a single, structured framework. A system that provides scalability without exploitation. A system that allows independent artists to build sustainable careers without being lost in the noise of an industry that doesn’t actively cater to them.
Building a Unified Solution
This is the gap we aim to bridge with Moksha 360. Our approach is to bring together the fragmented pieces of the independent music journey under one integrated framework. The idea is simple—artists should not have to choose between creativity and commercial viability. By offering structured career guidance, high-quality production services, live performance opportunities, and cutting-edge technology-driven audience engagement, we are building a system where artists have everything they need to thrive on their own terms.
The first major initiative under Moksha 360 is Supernova Star Search, a national-level competition designed to discover and elevate independent artists and songwriters. By combining digital-first auditions with high-impact live events, we are creating a blueprint for how artist discovery, development, and commercialisation can be structured for long-term success.
A Future Built for Artists
For too long, independent musicians have been forced to navigate an industry that isn’t built for them. The lack of structure, investment, and audience-building pathways has meant that success often comes down to luck rather than talent. But that shouldn’t be the case.
The future of music belongs to the artists who are empowered with the right tools, platforms, and industry support. The goal isn’t just to create a sustainable career for a few lucky artists—it’s to build an entire industry segment that supports and nurtures talent at scale.The music industry’s fragmentation isn’t a new problem. But the solution doesn’t have to be years away. With the right vision and structure, we can create a system where independent artists don’t just survive, but thrive.