“Downloadable music is the biggest challenge to audio sales!” 
By IndiaFM News Bureau, January 12, 2005 - 11:00 IST
They are the big boys of the music industry. Venus had 2 bumper hits; Main Hoon Na and Hulchul sing sweet music at the box office. IndiaFM meets Ashok Jain, son of Venus head honcho Ganesh Jain and International distribution head to map the journey of the Jain brothers so far…
We hit a high note with the unassuming Ashok. In a two-part interview he tells us the pesky problem of piracy, how he rates SRK as a producer and who's hot and who's not in the overseas market.
Barely 4 years after starting out, you diversified into film production with United Seven.
Like you know we were into buying music rights. But then the procedure had become exorbitant. That's when we decided to branch into film production, so that we could have it in-house. Also that gives a better control on the kind of music you want to be associated with. Now we are into everything that has to do with movies. We manufacture DVD'S, VCD'S, VHS tapes. Acquiring and re-recording songs, and lending shooting equipment on hire. We are going the studio way ala Hollywood.
Venus is also into remixes. Your comment on the practice where original composers aren't paid royalties…
There is a slight misread about this. You cannot touch a piece of music without compensating the music composer who holds the original copyright of the work. So the royalties are a must. Besides, if you want to take old songs to Gen X, it has to be repackaged in an exciting manner. Also, there are quite a few instances when these remixes have done better than original sound tracks.
The music industry is on a general downswing. Besides piracy who are the other culprits?
Downloadable music is the biggest culprit. Why would you want to buy a 50 bucks cassette when you can burn the songs on a CD?
What about the FM stations that play the entire song of a new release?
Exactly, that too creates a huge dent in sales.
Price undercutting may be an obvious solution. That besides, how are you battling piracy?
During the pre-release period of Yuva, we issued a notice to FM channels not to air the tracks. That created some relief for plummeting sales. Also, the IMI conducts regular raids and seizes duplicate copies. Besides, we have actors requesting people to turn their back on piracy.
You have had an amazing success ratio with Shahrukh. How would you rate him as a producer?
I think Shahrukh is an extremely intelligent man. He knows the in-and-out of marketing. Working with him is a pleasure. I'll give him a 10/10.
What decides your choice of projects?
There are a lot many factors. The banner, the director, choice of subject and the stars, all these are taken into consideration.
You were nominated as the best media house for Dil Se publicity. How important is marketing?
Marketing and publicity is the most important tools that decide the success ratio. It all depends on the kind of gimmicks that you use to lure the consumer. The entire exercise is to get the music geek to buy the album but to reach that point, he needs to sample your song. Marketing helps us do that.
Elaan looks promising. How do you think the music has shaped up?
Wonderfully well. We had to be careful that the music doesn't hurt the narrative. The songs give relief moments for the hi-tension script without being obtrusive. It isn't a chayageet that crops up all over.
You share a great rapport with Anu Malik…
Ah, we have had a long working relationship with Anu. He manages to bring out the best for the film. And more importantly, understands the need of the script and scores tunes accordingly. He is fab!
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