We are in need of a musical revolution

With breezy self-confidence and badass bravado, Jenny-Bea Englishman, also known as Esthero, once sang, “I’m so sick and tired of the sh*t on the radio / and MTV, they only play the same thing / no matter where I go / I see Ashanti in the video/ I want some thing more” on the track “We R In Need of a Musical Revolution.” Although those lines are from 2005, the Canadian indie chanteuse could have been singing about today’s music scene, the control of which is shifting gigabyte-by-gigabyte from recording companies to infatuated consumers.

Turning the same corner, mobile communications giant Nokia is well aware of this watershed moment. With the Independent Artists Club or IAC, the Finnish powerhouse wants to keep the heart of music — both local and global — beating and totally booming. Aside from giving talented up-and-comers the chance to beam on a stronger radar, it also allows us rabid fanboys and fangirls to stumble upon bubbling-under acts and other individuals on the verge of finding their home in our MP3 player of choice.

IAC is made for band-loving brethren who live online. Nokiaheads are default VIPS at the site (http://web-iac.nokia-asia.com/philippines), where streaming music, downloading 10 tracks per month and adding comments after signing up is not only allowed but absolutely encouraged. Those who rock — cough — other phones are also invited to the party but can only cop five tracks a month. Since IAC is all about democracy, artists who are propelled by votes to the tippity-top of the charts can take part in future fame-making Nokia IAC gigs. Everybody wins.

Chart + Artists = Chartists

“We have 126 local tracks on site now. At least 80 indie acts are on board,” shares Sandeep Khanna, head of marketing at Nokia Philippines. “We’re expecting this number to continue rising in a rapid pace.” Since IAC is an Asia Pacific program with local sites in nine countries — Indonesia, Singapore Philippines, Malaysia, Thailand, Bangladesh, Vietnam, Australia and New Zealand — unsigned Pinoy rakistas and their workhorse songwriters are assured of instant patronage from the region and beyond.  

These fresh new talents, the lifeblood of the industry, wind up on IAC territory after proving to an expert panel that they have the drive to achieve and the knack for banging out the best, most original, and stickiest sounds. “There is a filter system which scans the uploaded songs to check if they carry the correct formats and have no foul language, among other things,” continues Sandeep. “But indie artists of every persuasion are encouraged and very much welcome to upload their original songs.”

Among those who proudly bear our country’s three stripes and a sun are the Dorques,  who play funk, indie, pop and rock like reverb-drenched Care Bears; Kinetic Daze, a high-powered, alt-music foursome; and the soulful Hija, another quartet of blues- and jazz-loving musicians.  The most recent IAC chart only has two Pinoy acts in the top 10 but that is likely to change as word gets out.

The Networkers

Aside from giving local music industry noobs a break, Nokia will syndicate the IAC chart across medialand to generate exposure for the artists. In addition, Nokia and local reps will cherry-pick the top-rated tracks and share them with tastemakers in each viral market. Explains Sandeep: “Tastemakers are key local music industry players and leaders who will be able to provide constructive feedback to IAC artists.” These peeps do not affect the final choice of artists, but instead act as a forum for bouncing feedback around. As leaders in the music industry, their two cents would be critical to the artists looking to expand their horizons; they’ll be able to guide the musicians to create music and perform in the manner that would catch the eye — and ear — of music label decision-makers.

Nokia’s Free Artist Recording Sessions, meanwhile, was set up for indie artists who need precious studio time. “We’re inviting aspiring musicians to record their original music through our IAC partner recording studios, WombWorks and Kerplunk! In addition they will have the chance to work with exceptionally talented and renowned music engineers and sound masters like Louie Talan of WombWorks and Pat Jalbuena of Kerplunk!”  Since only forty artists will be accommodated, interested artists should send their rough demos and band profile to the Nokia headquarters in Makati City.

Now wrapping up an awesome road trip around the country, the IAC Live! Concert Series has provided a new soundtrack for the times while giving artists one of the world’s most compelling distribution opportunities – the mobile phone. “Response has been very positive and with the gigs ongoing, there’s a lot of love pouring in for www.nokia.com.ph/iac, both from artists and online music junkies!” Sandeep proudly tells Supreme. Kicking off last February at Route 196, followed by a gig in Capones the next day, IAC Live! has made pitstops at 19 East in Parañaque, Eastwood City’s Club Dredd, Saguijo, Kais Bar in Davao and Outpost, Cebu.  The country’s most influential groups, Urbandub and The Dawn, have thrown their full support to the cause, headlining a few dates and inspiring aspiring artists in the process. It’s all part of Nokia’s plan, really – nurturing our music scene while serving up really, really cool gadgets.  

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If you think you’re good enough to be featured on the IAC site, email Nokia at iac@fruktmusic.com.

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Interested artists who want a shot at Nokia’s Free Artist Recording Sessions should send their rough demos and band profile (including music influences) to Nokia IAC, 40th floor Philamlife Tower, Paseo de Roxas, Makati City. More info at http://web-iac.nokia-asia.com/philippines