CHENNAI: Jatin Sharma, better known as Nicky, is single- handedly promoting Chennai’s underground music scene, nationally and internationally. Nicky not only works with bands in the city, but has brought bands from cities like Bombay and Kolkata to showcase their skills here. He has even helped organise shows in Bangladesh, Pakistan and Nepal.Nicky does all the work through his promotion company called Unseen Underground, which hosted a jamfest last weekend at Geoffrey’s pub. He started the company in 2008 and helps promote and organise local shows that feature both prominent acts and emerging musicians. He also helps them find venues in the city to perform.Nicky moved to Chennai in 2002 from Guwahati, Assam for his studies and to pursue a career in the fashion industry. He later moved to marketing, finally quitting his job last year to pursue a career in music full-time. After losing interest in his previous job, he finds solace and purpose in his new career as a music promoter. “I found that whatever I’m doing with my personal project gives more to society, so I decided to do that,” Nicky said.He found his passion in underground music through his friend and mentor, Vijay Sakar, several years ago and his company took off from there. “I love these bands so much that I want people to listen to them,” he says. “The kind of work I’m doing is like giving happiness to people who have some talent. I feel that people should listen to that talent.” Unfortunately, because the scene is ‘underground,’ it is not easy to promote, especially to large sponsors, because it doesn’t carry a large fan base. “My biggest challenge is to get sponsors,” Nicky said bluntly.Most sponsors are attracted to local Tamil music or large rock shows that draw thousands of fans when most of the shows Nicky organises hover in the lower hundreds.Another issue he encounters is establishing and maintaining the network of rock and metal fans within the city. “The challenge is to communicate with people who like this kind of music, and get them down under the same roof and make them contribute something so that these things keep happening,” he said.However, he believes that much the responsibility lies among the fans, and calls on them to do their part in preserving and supporting local music. “More and more people have to come to the shows,” Nicky says.“If the time comes when a lot of people are coming, then we can raise the ticket prices and won’t have to rely on sponsors.It’s a community effort.Once everyone is together we can do wonders.” However, despite his struggles, he still looks fondly on his accomplishments and just wants to expose everyone to music that will open their minds.“There are a lot of people who want to explore music, but maybe they’re not getting time. I want people to explore music.” Unseen Underground will be hosting events throughout the summer including monthly jams. For more information, visit www.UnseenUnderground.com.
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