Business of Music in India

…exploring the future…

“Diljale” – a solid example of online music releases from INDIA

“Original, earthy appeal & born to be on stage….”, says her profile on

Who is this singer making waves in the world of music? Well, meet Sona Mohapatra. A trained classical singer who has made a career in fusing pop, folk, bollywood, rock styles and more into her music. She fronts her band consisting of 5 consisting ethnic strings, electrice guitar, bass, drums/percussion and keyboards.

sona mohapatra

After her smashing hits like Bolo Na, Aaja Ve among others, Sona chose to release her latest album “Raat/Din” in an INNOVATIVE manner! The first video single of this album “Diljale” has been shot in the streets of New York, and the music is available on digital stores across the world.

We asked Sona a few questions, for which you find her brief and to-the-point responsed in the interview below. Do post your comments and feedback on the music and this form of releasing your own music, your own way… The future is here. Thanks to musicians like Sona and Ram Sampath (coming up in the next interview).

**** {SA}: What prompted you to release a single on the Net, mobile networks?
Sona Mohapatra [SM]: We decided to go with digital distribution because it’s the reality of our lives. We’ve seen the disappearance of the music stores & the emergence of cell phones & mp3 players happen right before our eyes, so why are we reluctant to embrace it?!

{SA} How did you plan the promotions before the release?
[SM] That’s the hard part. It takes persistence & patience to find the right collaborators & partners. The most important aspect is a common love for music.

one of the first online music singles released globally...

one of the first online music singles released globally...

{SA} Do you have any exclusive tie-ups for the promotions?
[SM] Yes. I’ve tied up with The Nokia Music Store (Worldwide) & their ‘Comes With Music’ program. I’ve also tied up with Gibson Guitars & MTV as promotion partners.

{SA} In which stores is your song available for sale?
[SM] As of now, at the Nokia Music Store, my own website – & very soon across all other digital stores including iTunes, amazon, spotify, and many more stores across the globe, thanks to Rebeat (

{SA} With tools like Rebeat Digital software that distributes an album to over 350 stores worldwide, its become easy to make sure your song/s is on these online stores.
[SM] Absolutely. What Rebeat is trying to do, is nothing short of a paradigm shift, like Apple’s iTunes store. It could change music distribution forever!

{SA} But for an artiste, is it possible to promote it to the audience / fans on his or her own?
[SM] Of course. Right from Radiohead & Nine Inch Nails to Bob Dylan, every artist worth their name is using the internet to reach out to their core audience. People who follow the artist regardless of the latest fashion. That’s the whole point of it.

{SA} What skills (besides musicality) do you think an artiste / composer must have in today’s digital era?
[SM] As an artist, I think this is the age of DIY (Do it Yourself). You need to have a vision for yourself & your music & you need to have the networking skills to reach out to the biggest audience possible without compromising your integrity.

{SA} There is a definite trend of online music purchasing in USA, Europe. Do you think India will follow suit?
[SM] Yes. It’s a logical progression. I only wish it would happen sooner.

{SA} Any other marketing plans / events in the pipeline for your digital album?
[SM] Yes. Quite a few. You will see them unfold in the coming months!

{SA} Any message to other singers in our country?
[SM] Express yourself. Be heard. One way or another.

{SA} Thank you, Sona. And congratulations on being one of the front-runners from India, in using the latest technology to reach out to millions of music lovers across the world. We do hope others will follow suit.