At a recent PakPakPakao dinner, I sat down with two giants of the Bangalore music scene: Sandeep Raman (DJ, selector, and the heartbeat of Middle Room) and Sangeeth Ram (Sircuss Records and Ram’s Musique). Over chicken curry and dosas, we discussed a truth that many modern artists overlook: Music is not just a file; it’s a physical legacy.
The “analog resurgence” isn’t a hipster bubble, it’s a response to the “soullessness” of the digital age. But for an artist to survive today, they have to be multidimensional. They have to master the “Tactile Romance” of a record and the “Algorithmic Reach” of a streaming platform.
The “Tactile Romance” vs. The Digital Void
Sandeep Raman spoke about the “psychological pathway” of a listener. “There are absorbers and escapers,” he explained. A great DJ or “selector” doesn’t just play tracks; they pin an emotion and lead the audience out of it.
Vinyl provides a ritual that digital can’t replicate: the “pop and crackle” before the first beat, the 12×12 canvas of the album art, and the weight of the plastic in your hand. But Sangeeth pointed out a harsh reality: many artists treat vinyl like “merch”, just another cap or t-shirt to sell.
True multidimensionality means treating the record as the product itself. It’s about understanding that a vinyl record will be there 100 years after a streaming link has expired.
The “Missing Link” in Indian Production
One of the most startling takeaways from our chat was that India didn’t have a record pressing plant from 1987 until very recently. For decades, Indian music on wax was a rare, imported luxury.
Sangeeth and Sircuss Records are changing that, helping artists like Taba Chake
and Parvaaz put their work on a medium that lasts. But the process, from digital mastering to analog lacquer cutting, is a technical headache most artists aren’t equipped to handle.
The Multidimensional Business Strategy
As a consultant, I see artists struggle to balance these two worlds. You need the Digital Marketing to get discovered on Spotify, but you need the Physical Artifact to build a cult following that actually owns a piece of your soul. My 13 years at Google and YouTube weren’t just about “counting views.” They were about understanding the architecture of a career.
I’ve seen how subcultures rise when an artist stops thinking of themselves as just a “content creator” and starts thinking of themselves as a “brand with a legacy.”
Achieving Your Multidimensional Potential
Whether it’s sourcing the right pressing plant in Mumbai, navigating the “noise-to-audio ratio” of a master, or building a digital campaign that drives fans to your physical listening sessions, the strategy must be integrated.
You can’t be an “analog purist” and expect to reach the masses, and you can’t be a “digital-only” artist and expect to be remembered. I help artists bridge this gap. I bring years of platform experience to the table to ensure your music is heard today and preserved for tomorrow.
If you’re ready to stop thinking in one dimension and start building a legacy, let’s talk.
