Why Do Artists Need us Today More Than Ever-The State of Art During COVID-19
Art, as boundless as the term is, encompasses a wide range of activities, each capable of evoking emotions and touching our senses intimately. Art is a vocation and an escape, it is what anchors us to the ground and gives us wings. And the harbinger of Art is the artist, lost among the crowd and found within their art.
In a world where art is indispensable, it is imperative to support the artists. They need to keep themselves afloat and cultivate their talent, so you are thoroughly entertained. Various sectors of the Art and Entertainment Industry have taken a hit right after Corona rained down hell. Independent artists are working round the clock across various online platforms to showcase their talent. The supporting crew, the technicians and other helping staff are falling back on their savings. Even with all the added effort, artists are losing out on opportunities and are left thoroughly demotivated and disheartened.
The Indian film industry has incurred losses worth INR 25,000 Cr according to CRISI ,Shooting for both movies and TV shows have come to a halt for the unforeseeable future (as per FWICE and IFTDA Guidelines). Theatres are non-functional and production houses are looking for alternate options to keep the shows running. This has led to an increase in demand for OTT services. Angrezi Medium starring Irrfan Khan and Kareena Kapoor Khan released on Disney+ Hotstar recently. Web series such as Ram Madhvani and Sandeep Modi’s Aarya, Mira Nair’s A Suitable Boy (adapted from a book by the same name written by Vikram Seth) have shown a sharp increase in viewership. Gulabo Sitabo, starring Amitabh Bachchan and Ayushmann Khurrana is another movie that released in Amazon Prime Video post lockdown.
But that doesn’t help the migrant and daily wages workers. Production Guild of India, Cine and TV Artist Association and other related associations have come together to help them and has requested the government for monetary intervention. There has also been a stark shift in the process of watching and paying for content. Users are unwilling to resubscribe, sticking stubbornly to consuming free content during trial periods, which ultimately helps no one. While the smaller streaming services are gaining from this, the bigger ones compete with each other to retain their loyal bunch of viewers.
Certain oldies such as Ramayana, Mahabharat, Hum Paanch etc. has been brought back to TV, shows that have entertained viewers for years. DD saw a steep increase in viewership up to 650%. It cements the fact that quality content is being consumed, but the TV channels are facing yet another crisis and that is the lack of advertisement, their one big chunk of revenue. This loss is reflected in the number of lay-offs of both artists and support staff. The theatre industry is suffering a similar fate. The absence of public gathering and that of relevant platforms to organize their shows has them short of money and clinging to other measures for dear life.
The music industry, on the other hand, is flourishing via online platforms. There is a steady increase in music released on Youtube, thus enthralling the audience as well as earning a steady revenue. As Roshan Abbas, President-elect of EEMA correctly points out, live events were one of the major earning sources for an artist. Organizers have come together to form a back-up plan in the form of online music festivals. Paytm Insider has hosted concerts with popular musicians as well as Indie bands. Online Music Festivals by event management companies such as Smoke Inc. and Blooperhouse Studio have been successful in gaining the right audience, a positive and encouraging step towards supporting artists.
Internationally, Taylor Swift released her new album Folklore recently, Miley Cyrus’s #BrightMinded series is a smasher, Lady Gaga connected and inspired thousands of folks through her Live performance of One World: Together at Home. Again, this doesn’t make the lives of smaller artists easier. Debjeet Basu- a Bangalore based musician has submitted a petition asking the Home Minister to save Music in Bangalore after live events were cancelled in light of the global pandemic.
Another sector that has taken to various online platforms is poetry and storytelling. Companies such as Art Culturati and Kavishala are providing an online platform for poets to showcase their talents through their social media platforms which increases viewerships as well as outreach. Pune based Art Culturati’s next big event Actual to Virtual will feature newcomers, venturing into the world of poetry, music, storytelling and comedy. Open-mic events are cancelled and hence, social media lives are in vogue.
Other forms of art are suffering tremendously too. The last major Art event was the annual Indian Art Fair that ended early February. The shows by other painters were cancelled thus affecting sales. Independent artists have their plans derailed due to the lack of exhibitions. While studio exhibitions and auctions have been cancelled, Indrajit Chatterjee of ‘Prinseps’ is organizing online auctions. Kolkata based Emami Arts has launched ‘Black, White and More’ featuring monochrome artwork by prominent artists, an online exhibition that is helping artists reach their respective audience.
Dristikon Dance Company, a prominent Kathak dance company has cancelled online classes too as the teachers have to travel to the studio. The National Centre for the Performing Arts, Indira Gandhi National Centre for the Arts, Rabindra Bharati and Music Academy have postponed their events. The trainers are constantly in search of platforms to organize workshops to earn their keep.
As we sit back and complain about the lack of entertainment, it is our responsibility to support these artists who have entertained us during the good times. COVID-19 is a crisis that can be best fought together. Support your favourite artists and see them bring better content for you.
MRIDULA GUPTA
