Magnate of sound

By Dharam Pal

WHEN Shashi Gopal, an economics graduate of the University of Delhi, began operations of Magnasound (India) as an exclusive licensee of ‘Warner Music International’, not many took notice of this ambitious 36-year-old. In any case, people were not expecting any spectacular changes in the world of sound. But Shashi Gopal was destined to make waves in the world of music.

Shashi began work systematically, by building a team of young professionals to form the core of Magnasound. These young men kept ‘quality’ on the top of their priorities. Shashi insisted that their recordings conformed to international standards and refused to make any compromise on that score.

Soon cassettes of international quality were made available to Indians. The heatproof cover of Magnasound products set them apart from the other brands. Presently, the competitors too started using heatproof covers, known in trade circles as "IC boxes". But in common parlance, the covers continue to be referred to as "Magnasound boxes".

Veered by Shashi Gopal’s imaginative genius, Magnasound pioneered pop revolution in India and also became the first company to make music videos to popularise its products. Its artistes Baba Sehgal, Daler Mehndi, Bhupi, Shweta and Suchitra have became household names. Within three years of the launch of Magnasound operations, Thanda Thanda Pani became the rage in 1992. This was followed by Main Bhi Madonna and Johnny Joker in 1993. From then onwards, there was no looking back for Shashi Gopal and Magnasound. Bombay Girl, Dr Dhingra, and Stylebhai were the hits of 1994 and in the following year, Dole dole, Made in India, Bolo Ta Ra Ra, Oorja, Roop Inka Mastana, and Boom Boom swept the world of pop music. Then came Colonial Cousins, and Channel Hits in 1996, and 1997 and 1998 saw the success of Ho Jayegi Balle Balle, Diwane to Diwane Hai, Jogia Khalli Balli and Kismet.

Always on the look out for new challenges, Shashi Gopal acquired the Hindi sound track of Tamil film Roja. This became an instant hit and also exposed the talent of director Mani Ratnam and music director A.R. Rahman to the entire nation.

At this stage, Shashi decided to turn his attention to the marketing and distribution aspect of his enterprise. Magnasound set up a network of 16 branch offices across the country, all fully computerised and strategically located. These offices ensure a regular supply of Magnasound products to the consumer and also maintain direct interaction with the trade.

This dynamic music magnate had made a start as a sales trainee with Gramophone Company of India (Gramco). Here too, his rise was swift. In 1983, he became the youngest manager to head a zonal operation. In 1985, he set up Magnasound. Today, Shashi has extended Magnasound operations to Canada, the U.K., the U.A.E., and Malaysia ---- all these countries have a rich market for Indian music.

Shashi Gopal’s keen business sense made him reduce the price of Magnasound compact discs. This move shot up the sales and other music companies were compelled to lower their prices too. Business increased all round but the major beneficiary was the consumer. Shashi Gopal has now set his heart on television software. He is convinced that the small screen along with the music company, will be a powerful venture.