Ink on the Paper

 The Indian music industry shifts trends every two decades or so. While the '50s, '60s and '70s were about meaningful lyrics and the '80s to '90s emphasized on melodious tunes and dance-able tracks with lesser emphasis on lyrics, the last decade and a half has been about captivating groovy music with the introduction of pop, rap, remix and Punjabi along with some '90s-styled music. This regular shift in the popular music means that different age-groups of the Indian population consume and evaluate music differently. Their choices of and response to different genres, artistes or tunes differ significantly enough that it is sensible to view these groups as separate target segments. Consumers of music in India can be grouped into three distinct categories Gen X and older : Individuals born before the '80s The 'Golden-era' of Bollywood music ('50s, '60s and '70s) was their bread and butter in terms of the popular music of their gen...