The Scratch
by Aditya Lodha
Mumbai
Project Description
The Scratch: a raw, intimate YouTube series on The Having Said That Show platform, spotlighting India’s rising music talent—interviews paired with stripped-back live sets of 3 tracks.
Expected Impact
Indian independent music is experiencing an unprecedented renaissance - there are more artists and fans than ever before, and enough love to go around. Artists find their audience through years of committed promotion on social media, having to operate in siloes because the structures to support them are still being developed. Fans find their favourite artists through algorithms - whether on Instagram or a streaming platform. Even when they have found one another, there are many layers that exist between them. It is rare to see a rapper, or an indie artist for that matter, give an in-depth interview about their career, ambitions and struggles. Since the Indian promotional circuit is largely built around Bollywood and OTT releases, there is little space for musicians to fit in without it feeling awkward and insincere. With The Scratch, Dishaan and I hope to fill this void and create a comfortable, creative space for artists to share and be heard. Open Indian audiences up to new names, and help them better understand the people behind their favourite songs. I want this to be a project that travels across borders, and brings Indian music to the world. My goal with this project is to deepen the artist-fan connection in the Indian independent music scene, and bring more Indian artists into a global spotlight.
Applicant Background
I founded and co-host one of India’s most popular English language podcasts - The Having Said That Show. In this capacity, I have interviewed over 75 guests from different backgrounds and career paths. As an independent artist myself, I have released ‘Good Things Take Time’ in collaboration with Dishaan Gidwani, which has amassed over 780,000 streams on Spotify alone, and completed a pan-India tour for the same. The confluence of my capabilities as a host and Dishaan's as an artist perfectly poise The Scratch to become an artist’s go-to for any music promotions or interviews.
Resources Needed
- Funding
- Mentorship
- Visibility
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Connect with Aditya or learn more about the project or support in making this come to life.