United Media Works (UMW) has tied up with Bohra Films to launch Gaanabajaana, a platform for independent artists including musicians, singers and performers, where they’ll be able to interact with event promoters. Artists will also be able to display their talent and get bookings for shows across the world. It claims that it does not charge a commission, letting the musicians keep the entire amount they earn from performances. The company says that as of now, it has 2,000 artists registered on Gaanabajaana. Currently, the company profiles singers, musicians, teachers and events and functions more like a marketplace for people who want to book music services for parties, events and occasions. It says that its users are event planners, individuals, lounge owners among others. Gaanabajaana does not handle the booking for such events, only acting as a facilitator between the two parties. MediaNama’s take: At first glance, the platform seems to be a cool initiative for connecting artists and those seeking artists for events. However, it looks more like a temporary solution (event based) rather than one which would provide long term visibility for artists. We imagine that it takes a lot of time for independent artists to get gigs and visibility and this would be a stepping platform towards bigger things for them. The company does not specify how it plans to make money, but we imagine that it might take a Zomato like approach where some listings are paid for, while the remaining continue to show on the main…
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