Emmanuelle Deecker, 29, Label Manager, Blue Frog Records sharing her thoughts on the business and thought behind the label.

Today, simply a label does not work, it’s all about performances. People are keen on seeing a band on stage.

Artist Selection:
The artists we decide to take on are decided in conjuction with Ashu and Dhruv. As you know, talent is very subjective, so there is no fixed scale by which to measure it. But broadly, we wanted to feature artists who a) have been performing for 15 years, known among the artists-musicians and in the music business but not to the general public, or b) If it’s new and experimental, something original, that can be promoted not just here but abroad as well. We want to put both group in front of the media and the public.

Job Satisfaction:
I am happiest in my job when the artist and the public are happy. The public needs someone who is going to show them something new. Obviously, more people will listen to Hotel California than a new band. Or if there was a Bollywood star, crowds would line up instantly. They need someone to tell them to experiment.

The label - and the space - will work because the young generation of India is willing to step out even if they don't know the artist or the musician for that night. They're willing to accept that they might not like what they hear, but then, that's okay. On the other hand, if they like it, then they'll invest in the music and come back.

Good Rep:
Blue Frog has built a reputation in four months because it is unique. I’m French and I know for a fact that the Indian scene is known only for Bollywood and Indian Classical music. India is in the papers abroad every day, but about the economy and then they talk about the culture, and it’s not as exciting. The recent East Wind festival is a good example of how young people are interested in changing things. They are a group of 25-somethings who organised it by themselves.

x----x