Indian Ocean. Photo: Sambhav Raj
Fusion veterans Indian Ocean have a new all-access platform for fans that incorporates a metaverse experience, allowing visitors on their Artisteverse platform to sign up to watch documentaries, get into karaoke mode on their songs, learn how to play some of them and even donate to non-profit organizations that the band has tied up with.
The band has partnered with Web3 media tech startup Metastar Media for what is an interactive house that we’re led into, each corridor and room designed to offer a deeper glimpse into Indian Ocean’s 35-year history. There is some content like their documentaries and the karaoke which requires signing up via Artisteverse, allowing users to even purchase merch and art inspired by the band’s songs.
A press release says Indian Ocean’s Artisteverse is imagined as a “direct to fan platform.” It certainly looks like an alternative to the algorithm-driven social media avenues in terms of offering different levels of engagement and monetization. “Artisteverse provides artists a custom-designed platform that amalgamates streaming, e-commerce, fan engagement, online arts education and metaverse experiences,” the release adds.
Among the yet-to-be-launched offerings on Indian Ocean’s Artisteverse is The Story So Far, a documentary. The description says it covers “the journey of Indian Ocean from its inception in 1990 till date, including all their past band members” and is written by bassist, vocalist and composer Rahul Ram.
Elsewhere, you can navigate to ‘Indian Ocean Talkies’ to stream their past films like the 2008 Jaideep Varma-directed documentary Leaving Home and the 2008 short film Beware Dogs. Another room showcases all their film soundtracks, from Peepli Live to Black Friday, whose hit song “Bandeh” is the soundtrack to the Artisteverse exploration. The band members occasionally pop up at different points to offer stories about the making of specific albums and their history.
A glimpse into Indian Ocean’s Artisteverse.
Ram says, “We had a lot of fun putting together things about ourselves – some of which even we didn’t know – and some questions which we explored and we would love people to come in and find out more about all aspects of the band.” Drummer, vocalist and composer Amit Kilam adds in his statement, “A journey of 35 years is not possible without the support of our incredible fans, and we wanted to create a space where we can give back to our fan community.”
This is the first time Metastar Media has worked with a band. Founder Shatadru Sarkar says, “Indian Ocean are true pioneers in every sense and the fact that they are still going strong after 35 years is testament to their ability to appeal to music lovers across generations and their amazing connection with them. We wanted to take that relationship to the next level.” The platform is also giving superfans special access to new music and listening sessions.
Indian Ocean’s Artisteverse.
Other Indian artists who have teamed up for an Artisteverse platform include percussionist and composer Bickram Ghosh, pop artist Manasi Scott, sitarist-composer Purbayan Chatterjee and one of India’s foremost dancer-choreographers Priyadarsini Govind.
Even as the band unveils a new online venture, they are very much on-ground and performing across the country. After performing in Gurugram, Hyderabad, Mumbai, Pune and Goa so far to mark 35 years, Indian Ocean heads to Dubai on Nov. 29, followed by a set at AMI Arts Festival in Kolkata on Dec. 22, 2024. A multi-city U.S. tour is in the works for April and May 2025.
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