By uniting rural & urban music, we’ve created a more inclusive industry: Ashit Kukian

In conversation with Adgully, Ashit Kukian, CEO, Radio City, sheds light on Radio City’s pioneering approach to uncovering talent from Tier 2 cities and beyond, the transformative impact it has had on the music industry, and the station's unwavering commitment to providing budding artists with platforms to showcase their skills and carve their own path. With a focus on inclusivity, mentorship, and strategic collaborations, Radio City under Kukian's leadership continues to play a pivotal role in shaping the future of aspiring musicians and fostering a vibrant, diverse musical ecosystem.

Could you share Radio City’s approach in discovering talent from Tier 2 cities and beyond, and the impact it has had on the music industry?

From Tier 2 cities and beyond, Radio City is dedicated to discovering and nurturing talent. We give aspiring musicians a chance to show off their abilities through programs like talent hunts, music workshops, and contests. Owing to our efforts, the music industry has seen an influx of diverse musical styles and voices, which is truly remarkable! The industry is more dynamic and welcoming now that many of the talents we supported have sledged through to the mainstream. To add to that, by concentrating on secondary and tertiary cities, we have helped unite rural and urban musical traditions, leading to a broader and more inclusive industry. With the music industry generating over Rs 12,000 crore of revenue, with 47% from digital platforms and 36% from broadcasts, Radio City’s initiatives have significantly impacted this revenue stream.

How does Radio City provide a platform for budding artists to showcase their talent and carve their own path in the music industry?

At Radio City, we provide multiple platforms for budding artists for example: Radio City Super Singer, Radio City Freedom Awards and others to showcase their talents and carve their niche in the music industry through various initiatives. Talent shows, open mic and radio segments on shows like ‘Freedom Garage’ are all part of these initiatives to help upcoming musicians get their music heard. Along with that, we put on concerts and live events where these aspiring artists can play alongside more seasoned performers, giving them a valuable experience. Our mission is to encourage these musicians to develop their skills and understandthe music scene through mentorship programs, workshops, and conversations with industry professionals.

In what ways does Radio City support these emerging artists in unleashing their skillsets and guiding them on their growth trajectories?

Radio City supports emerging musicians by providing them access to a wealth of resources and opportunities essential for developing their talents and reaching their full potential. Our mentorship programs, seminars, and connections with industry professionals play a crucial role in refining their skills and navigating the music industry. Through our platform's artists can connect with seasoned musicians and industry experts, fostering collaboration and growth. Moreover, Radio City offers aspiring musicians a platform to showcase their talents in front of a larger audience through live performances, online platforms, and radio broadcasts. With Bollywood music constituting 38% of genre consumption and regional music following closely at 33%, our efforts in promoting diverse musical genres are highly significant and impactful.

Radio City is recognized for making a mark in the music industry by discovering and nurturing talents. How does this contribute to the overall landscape of the music scene?

The pioneering work of Radio City in identifying and encouraging musical talent has had a profound impact on the music industry as a whole. With endeavours like ‘Radio City Super Singer’ and ‘Radio City Freedom Awards’, we have been at the forefront of spotting and promoting new talent since our inception in 2001 and 2013, respectively. We have revolutionized the industry by highlighting regional flavours and cultural differences through our emphasis on connecting with audiences at the local level, especially in Tier 2 cities. The result has been an atmosphere that is more authentic to India’s musical heritage while also being more open and vibrant. Furthermore, our partnerships with brands and advertisers have amplified the reach of these emerging artists.

As CEO of Radio City, how do you envision the role of the radio station in shaping the future of aspiring musicians?

As the CEO of Radio City, I envision our radio station as the cornerstone for the careers of aspiring musicians, shaping their futures in significant ways. We are dedicated to providing a vibrant stage where emerging artists can showcase their remarkable talents to our wide audience through state-of-the-art programming. Moreover, we are committed to exploring innovative avenues, including digital platforms and strategic collaborations, to amplify their voices and propel them towards extraordinary success. With surveys indicating that 91% of music creators produce music in regional languages, Radio City’s focus on promoting regional talents is paramount and underlines our dedication to nurturing diverse musical expressions.

What strategies does Radio City employ to ensure that it continues to discover and promote talent from diverse backgrounds and regions?

To guarantee the ongoing identification and promotion of talent from varied backgrounds and locations, Radio City utilizes a number of tactics. First, we host events, such as talent hunts and open mic nights, where locals and musicians from all over can show off their talents. Second, we connect with them to reach a larger audience through digital platforms and social media. We are also able to promote and support artists from diverse backgrounds through on-air promotions, live events, and collaborations with our partnerships with brands and advertisers. Radio City will always strive to embrace diversity and inclusion in all of its programming and initiatives.

Could you provide insights into Radio City’s future plans for talent discovery and any upcoming collaborations that will further enhance its role in the music industry?

Radio City’s future plans for talent discovery involve expanding initiatives through digital platforms and regional partnerships. We aim to collaborate extensively with emerging artists, industry experts, and brands to develop innovative content and host live events.