The Live Bug

Mae Thomas from Maed In India Opening Secrets?

“… I always say, I’m a fangirl – an indie girl doing an indie show about indie music. ”

Mumbai, Nov 30th 2019:

Influential. Enthu-cutlet. Audiophile.

These are just some of the few words that describe Mae Thomas, the proud Founder of ‘India’s Successfully Running Music Podcast Series – Maed in India’. I bet you there are more in the dictionary! Mae has been actively involved in the Indian music scene since her journey as a Radio Presenter-Music Journalist-Creative Director to the Founder of the weekly show which is now expanding its avenues to a larger audience.

Maed in India features some of India’s finest indie musicians that are unheard of or least to say, unnoticed. The show focuses their attention on highlighting ‘raw young sounds’ resonating from the country.

Just this month, GQ India enlisted and presented this bubbly-polymath with the “The Most Young Influential Indian” award among other laureates for her contribution and dedication in leading and improvising India’s music scene. Mae was super excited to share with me some amazing bites of her journey.

1. Firstly, congratulations for winning the “Young Influential Indian” award amongst many other awards. How did this happen?

So I come from a radio background with over a decade of experience in the radio industry in the UK, Chennai and Mumbai. I began my career as a news editor for a community radio station in Wales, UK. Eventually I returned to India and worked at Chennai Live 104.8FM, an English radio station in Chennai, as their Creative Manager. Thereafter, I moved to Bombay and joined erstwhile NH7.in as a Music Journalist/Sub-Editor. I’m most well known for hosting the afternoon request show, ‘Mumbai On Demand’ on 94.3 Radio One. Eventually from broadcast radio, I explored the growing medium of podcasting and became the Creative Director of the biggest podcasting network in India, Indus Vox Media.

However, since last year, I have started running my own indie music podcast, Maed in India independently and soon started by own podcast production company & consultancy (also called Maed in India), my flagship indie music podcast Maed in India and food industry show NoSugarCoat with Pooja Dhingra were selected by ‘Apple as the Best Podcasts of 2018 in India’. I have also been the Creative Producer for a number of shows including, a woman’s health show, She Says She’s Fine with Dr. Munjaal Kapadia, and more. Being one of the few players, in the podcast space, I’m working on building a foundation of high quality production and unique creative initiatives. I’m sincerely grateful to be part of the chosen few in GQ’s list as it’s incredibly encouraging to feel validated for the path you’re trying to forge in a new and growing space.

2. A former Journalist/Writer. Then why the switch to the audio industry?

Well, I’ve always been a Journalist in the radio industry. That’s how I started my career, so there wasn’t really much of a switch. Even while I was studying for my MA in Journalism at Cardiff University, I was working as a News Reporter/Presenter for our college radio station, Xpress Radio – where I worked on hourly news bulletins, as well as investigative pieces for the end-of-week round-up show called ‘7 days’. I even got picked as the First-runner up for ‘Best Newsreader at the Cardiff Student Media Awards 2008’. I was also a Journalist for the political and international news section for the award-winning Cardiff student newspaper, Gair Rhydd.

So, from my years as a student throughout most of my career, being in the audio industry was always something that I pursued and felt most comfortable in.

3. How was the Indian Indie music scene when you returned to India from the UK?

So, when I came back in 2010, my intention was to join an English radio station in India. Which is why I moved in Chennai and work for Chennai Live 104.8FM because I had family in Chennai and was easier for me to move there. I used to follow the independent music scene through mainly the now defunct online publication Indiecision and NH7.in (I eventually worked with them in 2011-2012 as a Music Journalist/Sub-Editor). While I was at Chennai Live, I used to host an indie music show on the weekends, where I would play music and talk about artists, etc. It was exciting because I felt like there was so much unexplored talent in India and not enough people talking about it.

I also know that I missed a very significant chunk of the independent music scene having never lived my college years in Bombay, where Gigpad online, or shows at Zenzi & Razzberry Rhino, or iRock etc. was the time that bands in the scene forged their fanbase and events/festivals created a culture in which people felt they were a part of. I wasn’t part of any of that, and my introduction to the indie music scene came much later than most people, which is probably why I’m not as jaded as most… wink wink!

“… The mission of the show was to create a platform for indie musicians where they can speak freely about their music and their artistry as well as perform stripped down versions of their original music.”

4. (Laughs!) What were your inspirations while you were creating roadmaps for Maed In India in a then-nascent podcast industry?

Well, one of my favourite hosts who really broke some of the biggest bands in the UK was John Peel. He’s a legend. And I wanted to be that person, who would break new talent and tell you which artists were making the best music coming out of this country. What inspired the genesis of Maed in India, was that I am an 80s-90s kid and radio was a place where I discovered music.

And sadly, that’s not the case anymore in India. So I wanted to bring that idea back, that feeling of curiosity and discovering something new. There is a plethora of diverse and outstanding talent coming out of this country that deserve to tell their story and for their music to be heard. Now I’ve released over 190 episodes of Maed in India and featured all kinds of artists from new-comers to veterans, under a variety of genres from hip hop, blues, soul, to folk, punk, rock, and everything in between.

The gap is that there aren’t that many sources in mainstream media where you can discover new music on a regular basis. The mission of the show was to create a platform for indie musicians where they can speak freely about their music and their artistry as well as perform stripped down versions of their original music. The weekly show prides itself on being the destination for new music, little known stories, and has grown to become an ongoing repository of unreleased music that artists feel comfortable sharing and performing.

5. The word repository reminds me to ask you something: who are your favourite Indian Indie artists you love listening to and why?

Now that’s always been a tough question to answer because the whole reason why I do Maed in india is that I’m sharing my favourite Indian indie artists that I love listening to. That’s the definition of the show. My answer to that question is listen to Maed in India and you’ll find out who my favourite Indian indie artists are.

For the next part of your question, why I love those artists? Well, I am a huge music nerd and the reason I love certain artists and their music is because I think it is good and takes my fancy. My music education pretty much began when I was in the womb because my mother is a big music fiend. I’ve always had an eclectic and broad taste in music. I also think that different people like different music and what resonates with one person, might not with another.

However, I do my best to showcase a variety of sounds and musical talent on the show. I always say, I’m a fangirl – an indie girl doing an indie show about indie music.

6. Woohoo! Are there any significant changes in the podcast industry now?

At the time (2015) that I joined IVM to create Maed in India, I looked at podcasting as a great alternative medium to broadcast radio. In the same way that video streaming saw a shift from broadcast to on-demand, I saw the same trend taking place in the audio industry with the proliferation of audio streaming apps in India.

People want to listen to whatever they want, whenever they want, wherever they want. For audio streaming apps, besides music, there is also a move to create more talk content, i.e. podcasts. For example, since Saavn launched Saavn Originals in 2016, more and more platforms have dived into investing in podcast content including Spotify India very recently. Some of the most significant changes I’ve noticed since I started my journey in podcasting has been that there are more audio platforms in India acquiring and creating original podcast content, there are more creators diving into podcast, more brands are curious about the medium, and more companies are creating podcasts. This is truly an exciting time for podcasting in india. With all my years of experience in this space there is rising curiosity around podcasts in India. The more exposure this medium gets to creators/investors/listeners, along with a proliferation of new and innovative shows, the more it will grow and the greater impact it will have.

“… Right now, very few independent artists are making money from streaming, and most of their income comes from live events.”

7. Don’t you think that are some loose ends to be dealt with in the Indian indie music industry?

What keeps the Indian indie music scene from being a full-blown industry is that there is no real cohesiveness. Everything is very siloed unlike the Bollywood music industry which has so much money and marketing behind it that it generates huge amounts of revenue and success. Right now, very few independent artists are making money from streaming, and most of their income comes from live events. Which isn’t particularly sustainable considering most venues and promoters don’t pay much and don’t pay on time. However, with better management, more independent labels cropping up as well as streaming platforms doing more to promote artists on their apps, hopefully it’s going to become more lucrative as well as open up global opportunities for Indian artists.

However, while indie musicians still struggle in this country to release their music regularly, what I hope for is that Maed in India continues to be a place where artists continue to share their experiences and songs on the show.

8. A truly great initiative! From “Maed In India Live” to “Maed Mixtapes” to “Maed Merch” what are we expecting in 2020?

I am so excited you asked this question! So yes, I’m so excited that I’ve had the chance to do so much with the podcast – take it from studio to stage, created video for the show, and launched a merchandise store. And because I get so much new music from all over the country, on Maed in India, every month I release a Mixtape of music that you must check out.

So for 2020, I have a bunch of things I’m looking forward to tell you about, one of which is that I am celebrating my 200th episode of Maed in India! Which is releasing in the first week of January. So huge achievement for me. I also have some special plans to showcase an all-ladies month in March with women who’ve never featured on the show before.

And we might even be reviving the Maed in India Live events. Maybe. Shoosh…

9. Wow that’s some news! For the record, who is Mae Thomas off the mic?

Well, off the mic, I’m pretty much the same mad-hatter. And now that I’ve started my own podcast company, I am very preoccupied with growing my work in the podcast space…

10. Your ‘brain feed’ for up and coming artists and podcasters?

So for new artists, the internet is your greatest tool to put your music out there. Also, ask people for help, the more people that you can rally around you that can provide you with the best advice for your music, production, live events, PR, marketing, social media, distribution, monetisation, etc, please go for it. It will all help you and add value to what you’re trying to pursue as an artist.

And for podcasters, Before you record anything, before you switch on your mic, make sure you have a great idea. Talk to your closest friends and see if you get the, “Gosh I want to listen to that”. Also, always do a test pilot of your show. It helps you understand what your show will sound like, help you navigate making it sound better and troubleshoot all your problems. So, when you start production on your show, you have made your mistakes, solved them and created a formula for your show to follow.

If you loved what you read, please share this article and subscribe to the page (click on trace the bug) to receive more indie updates.

COPYRIGHTS RESERVED 2019

GUEST CREDITS
Mae Thomas:
Twitter: https://twitter.com/maebemaebe
Instagram: https://www.instagram.com/maemariyam/

AUTHOR CREDITS
Nigel D’souza:
Twitter: https://twitter.com/nigeldsouza__
Instagram: https://www.instagram.com/nigeldsouza_/

India’s Secret Intimate Gig – Sofar Sounds?

9th November 2019
By Nigel D’souza

Ever wanted to listen to your favorite Music Artist live over the weekend and vibe with that special someone? The oblivious question is HOW?

Music has and will always be the perpetual mood-changer for each one of us. Titled as ‘The Seventh Largest Country in the World’, India finds it difficult to economically cater to individual preferences. If spoken in the context of music, Indian Music Listenership finds itself in the top tier. But considering the above stats, Music Artists whether Indie or mainstream, have found it difficult to connect to their fan base on a personal front.

It isn’t just the case in India but such similar shock-waves were felt in Shoreditch, a small town neighborhood in London in the year 2009 which led to a phenomenal change in the global music scene. No one ever predicted what was to come their way! A resident of that town, Rafe Offer, witnessed that Music Artists at local music gigs and venues were not being valued for their musicianship. He was disappointed to sight ‘listeners’ standing in groups enjoying their small talks and random conversations.

Mr. Offer from that day forward decided to create a startup initiative over the weekend with the help of his friends. He decided to hosts Music Artists and their original compositions over at his residence and have selected guests come over. What started as an initiative to create a healthy space for Music Artists, has now become The World’s Secret Intimate Gig – Sofar Sounds acronym for ‘SOngs From A Room’! Rafe Offer is now The Founder of this global phenomena that is spreading like wildfire across towns and cities globally.

SOFAR SOUNDS BRAND LOGO

Today, Sofar Sounds is a community of thousands of artists, hosts, fans and more, across 444 cities around the world. Every city in the world has its very own base and dedicated ‘core team’ that aid artists and guests to promote their love for one substance – MUSIC. On similar grounds, Sofar Sounds has been welcomed to our homeland in 12 prominent locations – Delhi NCR, Jaipur, Dimapur, Shillong, Bombay (a.k.a Mumbai), Pune, Goa, Imphal, Bangalore (a.k.a Bengaluru), Hyderabad, Chennai and Kochi and are likely to expand to other cities in the next few years.

I enjoyed the privilege to be invited over as a guest to witness performances at an undisclosed location in Bombay (a.k.a Mumbai) on October 12th 2019. Ssssshhhhh! Sofar Sounds has been operating from its Bombay base since mid-2016. My excitement blew through the rooftop to be part of an event that really has been a launchpad for artists such as Prateek Kuhad, The Ghalat Family, Easy Wanderlings and the other game-changers of the industry. Fingers crossed!

And guess what! I received an email notification few hours prior to the gig shouting out that I made it on their guest-list. I was THE happiest person alive to see Sofar Sounds Bombay recreating magic for me. The venue chosen was Jaipur Rugs in Mumbai in collaboration with Tinder India (yes, the coupling portal!). This show was promised to be a special one as they lined up special performances for the city-dwellers: Ladies Compartment, Smalltalk and Easy Wanderlings.

SOFAR SOUNDS BOMBAY x TINDER INDIA –
LIVE SESSIONS AT JAIPUR RUGS BOMBAY

The day and the hour arrived to witness a range of exuberant and young talent rising from the ‘City Of Dreams’.
The Ladies Compartment a.k.a The Spice Girls of Bombay opened the evening with their syncopated set of rhythms. Their songs ‘spoke’ the daily struggles of an individual. The four-piece girl band froze our emotions with their harmonious string of vocals throughout their 30-minute set. They bought in emotion, humour and jazziness through their sound. Do check out some of collaborations and projects here.

Following them were Smalltalk, a Bombay-based four-piece who swooped the audience with their metaphorical song-writing. They impressed me with their mindful attitude to distribute handmade zines to their listeners so that we could join them in chorus. Their music was woven together with acoustics, bare vocals, synths and effects. Their performances ‘story-told’ the experiences of a young boy struggling to find his way out of a darkened tunnel. At the end of their set, they led the imaginary boy and all of us to the awaiting light of hope at the other end. Listen to some of their recent singles here.

The treat of the evening was surely Easy Wanderlings, the Pune-based ensemble that brought musical dexterity in their frequencies. The more I speak of them, the less it would be. They ingeniously played their ‘most-streamed’ singles since their two-year musical journey. The band was a true amalgamation of fun, musicianship and simplicity that created music not only easy on the ears but penetrative to one’s core.

The extended monsoons of Bombay were not the only blissful moments to have been captured in my mind but also every minute that I spent at this ‘living room’.

I truly felt liberated to think that the Indie music scene in India is growing rapidly but at a slower pace. I do not hold regrets to have invested my interests and passion in the Indie music scene of India. For surely deep within, I know that such occurrences are changing the sound of this nation.

Do you agree?

How Levi’s India Celebrated Women In Music?

From The Levi’s Lounge, Mumbai
16th October 2019

By Nigel D’souza

**THE LEVIS MUSIC WEEK 2019 DIGITAL WALL MURAL**

Levi’s India soared high with music in the air by launching The Levi’s Music Week 2019 at the Mumbai base – The Levi’s Lounge from October 11-October 18. The event opened its doors welcoming all passionate music-lovers from across the city and elsewhere to commune and grow on one substance – MUSIC.
As in the past, this ‘fashion juggernaut’ successfully executed the event and raised the brand identity a notch higher.

I shared the privilege to witness this ‘sonic-zone’ on one of the days highlighting “Women in Music”. This day of the week was dedicated to empowering and creating awareness about the contribution of women in the Indian Music scene.
Out of sheer excitement, I arrived at the venue before time which is quite absurd. The event volunteers were of great assistance right from the point of registration to the point of exit. Although the event was open to all, the Organizing Team gifted us a free Levi’s T-Shirt branding the event’s hashtag – #ISupportMyWorld. Now isn’t that cool?

**KINI RAO CONDUCTING THE ‘BEATMATCHING’ WORKSHOP OVER THE PIONEER CDJ SERIES CONSOLE**

The event started off with a ‘Beatmatching Workshop’ conducted by none other than Kini Rao. She introduced us to her first love – the Pioneer CDJ Console and explained the technicalities of the gear. She then demonstrated her style of playing and helped us understand the nuances of beatmatching. Kini’s milestone testimonial not only inspired me but opened avenues into exploring electronic music. At the end of her workshop, Kini challenged everyone to come forward to try their hands on her console and test waters. After two failed attempts, I successfully created and matched my first beat. Voot!

**(L-R): SHALMALI KHOLGADE + MALI + RAJAKUMARI + EMMANUELLE DE DECKER**
**DISCUSSING THE CONTRIBUTION OF WOMEN IN MUSIC**

The evening continued unfolding much more surprises keeping us on the edge of our seats. The next on the itinerary was the ‘Women’s Panel Discussion’ with the biggies of the Indian Indie Music Industry – Shalmali Kholgade, Maalavika Manoj (Mali), Rajakumari and Emmanuelle De Decker (Founder of Gatecrash India).
They individually shared their experiences on fighting against all myths that surround women artists in the music space. A healthy Q&A session was encouraged by Emmanuelle and the audience addressing struggles and parities faced by upcoming Indie artists in India. Rajakumari intervened her thoughts by talking about her recent ventures with Naezy, Divine and other raw Indian talents. Keeping along those lines was Maalavika a.k.a Mali who cautioned every performing artist to be careful with whom and what they work for better professional credibility. Shalmali bridged all ‘invisible gaps’ in the conversations with her bold yet witty sense of humor. They were some of the most approachable artists I have interacted with.

Now it surely feels like an evening well spent. But what if I were to tell you that the best has yet to arrive? Yes, indeed!

**ADITI A.K.A DITTY STRUMMING TO HER ACOUSTIC NUMBERS**

After a brainstorming workshop with Kini Rao and ‘small talks’ with the ‘industry’s ladies special’, it was time for some dance and action! The stage was prepared, sound checks done and lights dimmed to welcome some amazing talent of India. Joining us next were Aditi a.k.a Ditty followed by Aarifah Rebello who struck us with their sultry vocals and crisp acoustics. This surely was the icing on the cake to sway to some irresistible rhythms created by these ingenious artists.

**AARIFAH REBELLO (L) HARMONIZES TO HER TUNES WITH RAMYA POTHURI (R)**

Hands shaken. Conversations exchanged. Bonds strengthened.

This evening was truly an amalgamation of music, fashion, lessons and moreover FUN! It wasn’t the end of something but the start to everything – Independent Music. Over the last few years, Indian event promoters and curators have been encouraging our exuberant generation to explore the power of Independent Music a.k.a Indie Music. All the way from living room gigs to big music festivals, Indie Music has and will reform the Sound of India.

What is your say on the Independent Music of India?

Share

Share

Share