Rediff.com to promote amateur music bands

The portal has tied up with a start-up, anECHO, to promote non-commercial artists on its multimedia sharing site, iShare

Rediff.com has tied up with a start-up company called anECHO, which promotes non-commercial artists. The artists can upload their audio or video performances on Rediff’s iShare, the multimedia (pictures, audio and video) sharing site. anECHO has been founded by two young music artists, Viraj Sawant and Nihar Manwatkar. While the site is for all non-commercial artists who want to showcase their talent, the emphasis currently seems to be on music bands. Rediff.com launched the site with a live performance by 15 bands such as Kailasa, Vayu and Dream Out Loud in Mumbai.

Speaking about the initiative, Manish Agarwal, vice president, marketing, Rediff.com, said, “We have been encouraging people to upload content on iShare. Now we want to take it to another level by proactively going to people who are generating the content.” The idea is that the site, http://anecho.rediff.com, will be a platform where music labels and TV channels can scout for budding talent. This effort will be supported by on-ground activities where these bands can perform at pubs, discotheques and other events.

To participate, artists will have to upload their performance on the site through the iShare application. The performance will be rated by a network of members and anECHO will promote these artists as opportunities arise. Membership is free of charge.

Agarwal adds that the bands could also be promoted through performances on TV channels and radio stations, which can be webcast on the site. He did not rule out sponsorships and said that companies could back the on-ground activities. The activities will take place in other metros, corporate events and colleges.

Rediff.com’s business model is not clear yet on this platform, though the focus right now seems to be on building content.

Though music bands have been given prominence, the site will showcase the talents of all types on non-commercial artists. This could include photographers and stand-up comedians, adds Agarwal. He also adds that Rediff.com is open to other channels, too. Rediff iShare was launched in July and received about a million-and-a-half uploads in 45 days, claims the company.