A cultural phenomenon in India in the ‘80s and ‘90s, rock as a genre is now struggling to stay relevant in the face of competition from changing music preferences and the rise of other genres.
Founded in 1998, Unwind Center is a platform for music artists, hosts performances and organises rock music events, including June Rock Out (JRO), Chennai’s annual rock festival. With a similar vision, Exodus was established as an event management company that focuses on promoting artists, hosting festivals and corporate gigs.
But challenges remain. In an interview with Outlook Business, Prithiviraj talks about the viability and long-term sustainability of rock music in the country, its current business model and the scope for revival.
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Is rock music dying in India or does it have a future?
Rock music in India is not dead, but it is undoubtedly facing significant challenges. Having been a part of the Indian rock and metal scene since the early ‘90s with my bands Bonesaw and Blood Covenant, I have seen it transform from an underground movement to a cultural phenomenon.
However, the current landscape is tough. The dominance of mainstream pop and Bollywood, along with the rise of electronic music, has pushed rock to the fringes. Yet, the spirit of rock is resilient. The passion of the musicians and the dedication of fans ensure that it is far from over.
The future of rock in India depends on our ability to adapt, innovate and keep engaging with new audiences. The community’s determination to keep this genre alive will be the key to its revival.
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What does it take for a rock or metal band to make it in India? Some bands falter after a while. Could income or family pressure have something to do with it?
From my experience, starting as a musician in 1992 and an entrepreneur in the music industry in 1994, I started off with a very basic profile. I have undergone a phase of life where I faced many challenges like financial instability, family pressures and the lack of consistent opportunities.
What motivated me was the passion and love I had towards music. The harsh reality is that passion alone does not pay the bills. Having to work day and night, to ensure that I get three meals on my plate and a roof over my head. The struggle is real and it is a constant balancing act between pursuing your passion and ensuring financial stability.
How much would you say a band earns on average? How many gigs do they get?
On average, an Indian rock or metal band might earn anywhere between ₹10,000 to ₹50,000 per gig, depending on the venue, city and event. High-profile gigs and festivals might offer more, but these are rare.
And how many gigs do they play at? Apart from performances, do musicians also teach, host music sessions and perform at weddings for income?
Most bands cannot rely solely on income from gigs. Many musicians supplement their earnings by teaching music, doing session work or playing at private events and weddings. The number of gigs a band gets varies greatly, but it is often not enough to sustain a full-time career.
The financial struggle is a harsh reality for most and this is why many talented bands disband or go on indefinite hiatuses. My band faced the same fate of getting disbanded.
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How much would you say it costs to host a rock festival?
Organising a rock festival like June Rock Out [JRO] is a significant financial undertaking. Costs can range from Rs 50 lakh to Rs 3 crore, depending on the scale, location, production and band fee. This includes expenses for transport, venue rental, staff involved, volunteers, sound and lighting equipment, artist fees, marketing and logistics.
As an estimate, what do bands get paid at these festivals?
Bands performing at these festivals can earn between Rs 25,000 to Rs 4–5 lakh, that is, for upcoming and semi-professional bands, while professional bands can go up to Rs 10–15 lakh depending on the popularity and their ability to pull crowds at the festival.
These are the aspects organisers would consider if they have to book a band from India; it does not stop there, as we have to take care of their tech-rider, domestic air travel, local cab travel to hotel lodging and FnB [food and beverages]. Not to forget the international fee for international bands, which can be anywhere starting Rs 50 lakh, depending on how popular the band is.
However, despite the passion behind these events, the financial returns for organisers are often uncertain. Sponsorships are crucial but hard to secure, especially for rock and metal festivals, given the niche audience. The financial risk is high and the struggle to break-even is a constant challenge.
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Given these challenges, how hopeful are you about the revival of the rock music scene in India?
The rock music scene in India is ripe for revival, but it requires collective effort. The memories of festivals like JRO, where bands like Moksha, Motherjane, Pentagram, Orange Street, Zero, Junoon, Junkyard Groove and Pin Drop Violence captivated audiences, remind us of the potential the scene once had.
If you may ask how we are going to revive the rock scene, we need to address the financial challenges, create more platforms for bands to perform for bringing back their identity and re-engage the audience.
As an organiser, the challenges are many—financial risks, securing venues and attracting crowds. However, the desire to see the scene thrive again is stronger than ever. We are committed to bringing back JRO and creating a space where Indian rock and metal can flourish once more. It’s a tough road ahead, but with passion, perseverance and community support, the rock scene can rise again.
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