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  • I don’t believe that every learner comes to become an artist: Artium Academy’s Ashish Joshi

    I don’t believe that every learner comes to become an artist: Artium Academy’s Ashish Joshi

    Mumbai: As technology and artificial intelligence (AI) continue to reshape music creation, education is also evolving to keep pace with these changes. AI offers musicians advanced tools for creativity and efficiency, while independent music is gaining prominence worldwide.

    Artium Academy steps into this space, offering a forward-thinking approach to music learning. By combining modern pedagogy with AI, they provide a personalised learning experience, nurturing talent from the grassroots level. With guidance from industry legends like Sonu Nigam, Shubha Mudgal, KS Chithra, among others, Artium Academy is transforming the way music education is delivered, helping students evolve from learners to creators.

    Indiantelevision.com’s Arth Chakraborty caught up with Artium Academy founder and CEO Ashish Joshi to discuss the academy’s innovative approach to music education, the role of AI in enhancing learning experiences, the importance of nurturing talent for the independent music scene, and much more…

    Edited Excerpts:

    On the inspiration behind founding Artium Academy, and the evolution of its mission since its inception

    Despite the depth, diversity, and richness of Indian music, which is probably deeper and more diverse than the global music ecosystem, India has never had a music education brand that is truly global. Just imagine the Berklee College of Music, New York and The Juilliard School in the West. That was one of the first thoughts that came to my mind and that’s when we realised that there was also a lack of an outcome-driven education platform globally.

    What I mean is that, once you finish learning, whether on your own or through an institution, you are left to fend for yourself. There is no creative assistance, no creative guidance, or no financial support. Even if you manage to create something of your own, there’s no help with monetisation or distribution. So, the value chain was dysfunctional. Also, the current music education ecosystem in India is rigid and has not evolved. It’s not a globally standardised process like you see in the West or Southeast Asia, where programs are standardised right from school. That’s not the case in India. These were the gaps we saw, which inspired us to start Artium. Today, we are proud to be the largest outcome-driven music education platform.

    On Artium Academy differentiating itself from other music education platforms

    The outcome-led approach I mentioned is one of our key differentiators. There are a few aspects that really stand out. First, we are fortunate to have some of the top maestros in the industry, individuals who have dedicated their life, heart, and soul to music across various genres, such as Sonu Nigam, Shubha Mudgal, K.S. Chithra, Louis Banks and Aruna Sairam. These maestros have come together as part of the academic board at Artium, which is one of our biggest differentiators. The second is that we are the first outcome-driven music education platform. When I say outcomes, they come in two forms: one is a globally certified music education program, and the other is the journey from being a learner to becoming a creator, and eventually an influencer. This comprehensive vertical music play is what sets us apart from other players who are solely focused on music education.

    Additionally, we’ve launched our own music label, where we give opportunity to our talent. Every album we launch includes a collaboration between a superstar from the industry and our talent, giving them a fast track in their growth journey. So, real outcomes are being driven.

    On AI transforming music education and enhancing creativity and efficiency in music production at Artium Academy

    I wouldn’t say that we are using AI to teach learners because I still believe that the learning process is creative, and you can’t depend on AI to start teaching. However we are using AI to enable the post-class practice experience. We’ve built a picture recognition platform as part of our practice studio. So, after the class is over and the learner goes home, they have the content they learned in the class. Through the practice studio, which has an AI-enabled platform, learners can practice and submit their assignments based on the practice they’ve done.

    I feel AI plays a vital role in enabling these self-paced practice sessions when the teacher isn’t available after the live class. That’s one area where AI plays a very important role, and we’re trying to use that as much as possible. We’re also using AI for generating video content. For instance, at Juju Baby Music, all our video content is AI-enabled. This means we don’t have to go outdoors to shoot for any concepts we create around the videos; all the videos are AI-enabled or rather AI-led.

    On the current trend of underdeveloped music styles gaining popularity as compared to the polished styles valued in the past; and this trend affecting young artists’ creative processes

    I believe Lo-Fi is a format of music, but an artist doesn’t have to sing in Lo-Fi. The core process of music learning remains the same, although new genres, such as hip-hop, may be introduced along the way. However, this doesn’t change the approach to vocal training. An artist’s journey typically has two or three key phases: learning, creating (which involves songwriting), and finally, performing. The performance stage is crucial, as it requires the artist to have mastered the fundamentals during their learning phase to excel as a live performer.

    While new formats like Lo-Fi have gained popularity thanks to advancements in technology, they are more about how the music is presented than how it’s learned. Lo-Fi works because most devices can handle stereo sound well, but it’s not a style of singing. The learning process shouldn’t shift based on these evolving formats. More and more artists realise that mastering versatility is essential for them to become multi-genre singers. The nuances of these new formats are tied to production, not to the foundational aspects of learning music.

    On AI tools used in your teaching methods

    Once learners complete their live classes, they have content available on their dashboard for post-class learning. This phase focuses on the practice process, where they can use AI tools to practice with original content and receive feedback on how well they are doing with pitch, sur, and taal. We are efficiently utilising AI here and continue to evolve as we move forward on this journey.

    On Artium Academy supporting aspiring musicians in today’s rapidly evolving industry

    Most music education platforms in the world leave you to fend for yourself once you finish your learning journey. However, at Artium, we have our own music label, Juju Baby Music, where the idea is to take learners journey from being just learners to creators. Once they become creators, we help them through the entire A&R process of grooming them to be the artists of the future. We launch these talents on our own label, and in every album, we feature singles by our creators/artists, along with collaborations between our talent and maestros from the industry. This provides emerging talent with some of the finest exposure they can receive because all they need is a platform for visibility. That’s how we’re progressing with Artium Originals, with Juju Baby being a part of it.

    On Artium Academy defining and measuring success for its students, particularly in terms of their career growth in the music industry

    First, I don’t believe that every learner comes with the intention of becoming an artist; every learner has different reasons for learning. For instance, kids and their parents often want them to acquire cognitive skills, confidence, and the right growth. In that process, they may not focus on performing better.

    For us, the measurement of growth is in three formats. For a group of kids who want to acquire knowledge of music, we offer global certification programs to enable that process. For middle-aged individuals who see music education as a stress buster and seek social equity, we also facilitate their learning journey. For those who come with the intention of becoming creators or influencers of the future, there’s a specific journey we enable. As I mentioned before, these individuals move from being learners to creators.

    We provide them with creative assistance and a platform like Juju Baby Music to create and distribute their music. We also assist them in securing live shows and brand partnerships. So, the whole Juju Baby support system is what we offer to the talents who come to Artium with the intention of becoming the artists of the future.

    On the future of music education evolving and your vision for Artium Academy over the next few years

    I believe music education is growing rapidly for two key reasons. First, there’s a rising narrative among new-age parents that music education is an essential life skill for children. Much like enrolling kids in sports, more young parents are encouraging their children to start learning music as early as five or six years old. Second, India has never had a globally certified music education program, especially for Indian classical music, and I see that now emerging strongly. Moreover, with the government of India’s new education policy (NEP 2020) making music education an elective subject in CBSE and ICSE schools, this will further boost its growth.

    Overall, I see the growth of music education across different age groups and demographics as a healthy and positive trend. I also envision Artium Academy becoming the leading outcome-driven music education platform, starting with global Indians and eventually expanding across all cultures to become a truly global platform. By offering a platform for future creators, I see us as the foundation of talent, uniting creators under one umbrella within the next three to four years. Our goal is to be the largest hub for music creators, and with these creators as part of our ecosystem, we will generate significant independent music intellectual property (IP).

    In this way, we aim to build the largest independent music IP platform. On one side, we’ll be the largest education platform, on the other, the largest hub for music creators, and simultaneously, the biggest platform for producing independent music IP. That’s the future I see for Artium.

  • “It’s a journey I wouldn’t trade for anything else”: Filmmaker Niddhish Puuzhakkal

    “It’s a journey I wouldn’t trade for anything else”: Filmmaker Niddhish Puuzhakkal

    Mumbai: Niddhish Puuzhakkal, a creative dynamo hailing from Mumbai, has carved an inspiring path in the world of filmmaking that speaks volumes about the power of experience-driven education. While his journey took him through renowned institutions like NYFA, ZIMA, and Washington Film Institute, DC, Niddhish’s true mastery stems from the richness of his hands-on encounters with the art of storytelling, his profound understanding of human psychology and absolutely child-like curiosity.

    With a diverse portfolio spanning TV series, music videos, advertising, and Bollywood, Niddhish is making waves with his gripping narratives. Beyond filmmaking, he’s a thought leader in creativity, performance coaching, and a boundary-pushing contemporary artist.

    In an insightful conversation with multi-faceted Niddhish Puuzhakkal, Indiantelevision.com had a chat on his recent directorial achievement, upcoming projects and more…

    Edited Excerpts:

    On your recent directorial achievement in the Vivo mobile ad film and your upcoming Sprint ad project

    Vivo Mobile Ad Project: The Vivo mobile ad project was an exhilarating opportunity for me as a director. The central product feature of this film is photography, and I wanted to do justice to it. My creative treatment focused on crafting visually stunning imagery that would not only capture the audience’s attention but also leave a profound and lasting impression.

    To achieve this, I delved deep into the details of photography, playing with elements like light, shadow, depth, and composition in each frame. The result was a narrative that transcended the ordinary realm of advertising. Every shot was meticulously curated to evoke emotions and tell a compelling story. I produced this under my banner Light Seeker Films, and it was an absolute pleasure to work on this project, with the great team at FCB Ulka and I’m incredibly proud of the final product.

    Upcoming Sprint Energy Drink Project: Sprint Energy Drink project, is equally exciting. For this endeavor, I took a highly technical approach. I’ve completely embraced virtual production techniques for this one, leveraging my background in 3D and unreal engine.

    The entire project was shot within the virtual production environment. We’ve harnessed the power of VFX to enhance the visuals, and what’s particularly unique is that I’ve personally handled the execution of these visual effects and unreal engine details. This hands-on approach has allowed us to create a visual that pushes the boundaries of traditional advertising.

    While I can’t divulge all the specifics just yet, I can assure you that our creative approach for the project goes beyond the conventional. We’re not merely promoting a product; we’re crafting a narrative that tells a visually distinctive story. Look out for this one – it’s going to be something truly exceptional!

    On approaching different mediums such as TV series, feature films, and advertising within your filmmaking journey in terms of storytelling

    When it comes to feature films, it’s all about my vision as a filmmaker. It’s an opportunity to tell a compelling story where I have complete creative control over every minute detail. As a writer-director, the film is a canvas for my aesthetics and storytelling abilities. I can shape every aspect to reflect my unique style and narrative vision. It’s a deeply personal and immersive experience.

    Whereas TV series offer a different dynamic. Here, I have the luxury of time to develop complex characters and intricate plotlines. It’s an opportunity to delve deeper into the nuances of storytelling, allowing characters to evolve over multiple episodes. The challenge is to keep the audience engaged and invested in the long-term journey of the narrative.

    Advertising: Advertising presents a unique challenge. It requires the ability to distill a message into a short, compelling narrative. It’s a collaborative effort where the creative team conceives ideas based on the brand’s needs. The priority is to meet and exceed the brand’s expectations while delivering a concise and persuasive story.

    On your background in psychology and your specialisation in creativity and performance coaching and this psychological knowledge influencing your approach to filmmaking

    Psychology has truly been a game-changer in my journey as a filmmaker. It’s not just a background; it’s a lens through which I view the world of storytelling. This understanding of human behavior, emotions, and motivations has a profound impact on my approach to filmmaking.

    First and foremost, it allows me to create characters that feel remarkably authentic and relatable. I can delve deep into their psyche, exploring the intricacies of their thoughts and feelings. This depth and complexity make the characters come alive on screen, connecting with the audience on a profound level. It’s about more than just telling a story; it’s about making the audience truly empathize with the characters.

    Moreover, my psychological knowledge becomes a powerful tool on set. When working with actors, it’s not just about giving them lines to recite; it’s about helping them become the character. I use psychological and even hypnotic methods to immerse actors in the character’s mindset and emotional state. It’s a transformative process that brings out genuine and captivating performances. I don’t get to use it as much in advertising as most scripts don’t need such depth of character – I use that more in long form content – I always look forward to doing advertising content with stronger character sketches and emotions as well .

    Beyond the actors, it influences how I foster a collaborative and creative environment on set. Understanding the psychology of teamwork and motivation allows me to lead a crew that is passionate, dedicated, and inspired. It’s about creating an atmosphere where everyone feels valued and invested in the project. You will find that energy of creative focus in my set, you will never find loud screaming matches or other such conflicts in my set no matter what challenges, or exhausting and how long a schedule may be. I ensure everyone is engaged and driven as a team.

    So,yeah, psychology is not just a part of my background – it’s a driving force that shapes the way I approach storytelling, character development, and the entire filmmaking process. It’s the secret ingredient that adds depth, authenticity, and impact to my work as a filmmaker.

    On your debut as a writer-director in Bollywood and your upcoming projects, including a web series and Bollywood and Malayalam films, and what can the audiences anticipate from these projects

    My journey into Bollywood as a writer-director was nothing short of exhilarating. It was a project that allowed me to collaborate with an exceptionally talented ensemble cast, including Arshad Warsi, Juhi Chawla, Divya Dutta, Anirudh Tanwar, Jitendra Joshi, Prakash Belawadi and Gauhar Khan, in a psychological thriller. This film delves deep into the fascinating realms of psychology and guilt, delivering a narrative that’s both distinctive and gripping. Viewers can brace themselves for an intellectually stimulating and emotionally charged cinematic experience. Arshad Warsi’s portrayal of a character like never before in Bollywood is a standout performance that will leave audiences in awe.

    As for what lies ahead, I’m currently immersed in the creation of a web series that promises to be a rollercoaster ride of emotions, sprinkled with humor and a unique slice of life. It’s a project close to my heart, and I can’t wait to share it with the world.

    In addition, I am also working on an exciting one of its kind Malayalam cinema. While I can’t reveal too much at this stage, I can assure audiences that these films will continue to push boundaries, challenge conventions, and offer a fresh take on storytelling. Expect the unexpected!

    On your approach to contemporary, abstract, and digital art as an accomplished artist alongside your filmmaking career and the intersection of your artistry your work in filmmaking

    My artistic journey began much like many others, as an outlet for expressing abstract inner feelings. Over the years, it has taken various forms, including filmmaking, design, and traditional art. I’ve even dabbled in music, so you might see something exciting on that front in the near future.

    My artistry and filmmaking often intersect in intriguing ways. They both rely on storytelling, albeit through different mediums. My experiences as an artist inform my visual style as a filmmaker, giving my work a distinct and captivating aesthetic. It’s all about finding new ways to engage audiences, whether through a canvas or a screen.

    On balancing roles as a filmmaker, psychologist, author, and artist and finding any common threads or influences that connect these diverse aspects of your career

    Well, the journey doesn’t stop there; I’ve recently ventured into e-commerce with a contemporary clothing brand, Just Younger, where I personally design the captivating collections. I’ve also launched a wellness organics store, VibeVeda, and I’m on the cusp of launching a creative community app in the coming month. And in the process of publishing my third book.  So, yes, it’s quite a balancing act, but it’s incredibly fulfilling.

    What ties all these roles together is the thread of creativity and human connection.

    It’s about resonating with their thoughts, feelings, and aspirations. And most importantly it also enriches my creativity in the process, constantly opening more creative neural pathways – allowing me to think in interesting ways.

    My background in psychology plays a pivotal role in understanding human behavior and emotions, which is crucial in all my endeavors. Ultimately, my diverse career allows me to explore different facets of creativity and storytelling, enriching each aspect along the way. It’s a journey I wouldn’t trade for anything else.

  • TuneCore announces grant to award for India based-artist

    TuneCore announces grant to award for India based-artist

    Mumbai: A digital music company and a leading automated distribution division, TuneCore, have announced the funding of a grant for India-based music creators.

    The TuneCore Grant is a cash endowment of Rs 1,00,000 that will be awarded to one selected artist. Submissions for the grant will be accepted from 15 November to 15 December 15. Grant applications from artists should include an original single that can be in any language and genre.

    Artists who participate and submit their singles will be judged based on their talent and potential by a panel of industry experts, including Spotify head of artist and label partnerships Padmanabhan NS, Lexic founder and entertainment lawyer Sandhya Surendran, UnderTheRada founder and CEO Rahul Sinha, Maed In India founder Mae Mariyam Thomas, Indian Performing Rights Society head of marketing, communication, & member relations Rumpa Banerjee, Turnkey Music & Publishing managing director Atul Churamani, Wild City and music festival Magnetic Fields co-founder Sarah Elizabeth Chawla, celebrated chart topping and award-winning artist Nikhita Gandhi, and TuneCore’s head of South Asia Heena Kriplani.

    TuneCore CEO Andreea Gleeson said, “The Indian music market is robust with talented independent artists, and I’m excited that, by offering financial support in the form of the TuneCore Grant, we are able to provide a rising artist with the resources to continue to create work that inspires and resonates with audiences around the world.”

    TuneCore South Asia head Heena Kriplani commented, “Despite the difficulties presented by the pandemic, music creators have continued to inspire and persevere. As part of TuneCore’s ongoing efforts to eliminate barriers faced by independent artists, we are excited to fund this new grant and remind our artists that we are here for them.”

    Earlier this year, TuneCore unveiled the new unlimited program, allowing constant music creation to be made more accessible for all artists by giving them the ability to release an unlimited number of singles and albums for one flat annual price. The unlimited program gives artists the freedom to create more music and experiment with different release strategies to advance their careers and feed their growing fan bases. Even those sensitive to pricing can experience TuneCore’s expertise in independent distribution and become eligible for upstream distribution through Believe’s Label & Artist Solutions or Believe Artist Services divisions’ “Signed By” program which has benefited over 400 TuneCore artists globally.

  • TBZ Entertainment’s ENZY Studios is fully functional and ready to record

    TBZ Entertainment’s ENZY Studios is fully functional and ready to record

    Aug 19th 2013: TBZ Entertainment Pvt Ltd, part of the century old Tribhovandas Bhimji Zaveri Group is proud to announce that ENZY Studios, a state of the art music-recording studio helmed by Music Producer, Composer, Artist and Managing Director Nishchal Zaveri is fully functional and ready to record.

    ENZY Studios is spread over 5500 sq.ft at Lotus Corporate Park in Goregaon and has been designed by Mr. Jerry Steckling of JSX Audio and exaecuted by UK based Munro Acoustics. ENZY Studios boasts of a 900 sq.ft live room large enough to fit a 30-piece orchestra, 2 recording studios and recording rooms, a lounge and private rooms available for comfort while recording. ENZY Studios has a team of technicians with world-class credentials spearheaded by Nishchal Zaveri.

    ENZY Studios is looking to reach out to the film industry across the country, ad filmmakers and independent artists to use its state of the art facility and its excellent technicians.

    Speaking on the occasion Mr. Nishchal Zaveri, Director – ENZY Studios stated,” I was very keen on exploring the music scene in India having myself studied Indian classical music, I decided to take the plunge into music by moving back to India from USA and setting up TBZ Entertainment and conceptualizing ENZY Studios. It has been a long and challenging journey since then to finally see ENZY Studios up and running. ENZY Studios will be a one of its kind studio in India and Asia that will cater to a vast array of needs of music producers, artists, music directors and composers across the country. I am also most excited at being able to use ENZY Studio as a platform to engage with Independent artists and drive the new wave of independent music sweeping India”