What businesses can learn from RD Burman’s music

Taylor Swift (34) has over 110mn monthly listeners on Spotify. Arijit Singh (37) has over 37mn. Rahul Dev (RD) Burman, who died in 1994 aged 54, has an impressive base of 9mn monthly listeners on Spotify — a platform born almost three decades after his death. What draws such large numbers to RD, primarily a composer and not a singer like the other two superstars? Most of these 9mn listeners weren’t even born when RD died. To them, and countless others outside Spotify, RD, or Pancham, or Boss, is way beyond a musical maestro. He’s a friend whose melodies have become their lives’ soundtrack through times good and bad. RD would have turned 85 on June 27 — instructively, Brand RD is going strong and offers lessons in business management. Like any strong brand, Brand RD is built on the core offering — his music. Like any strong brand, the value lies in aspects that embellished the music. His experimentation with new sounds that surprised listeners and critics, created the brand aura.Chutzpah central | RD embraced new tech, recording techniques, and orchestrations, to alchemise the humdrum into sonic gold, creating genre-defying masterpieces. He crafted the grungy riffs of Mehbooba Mehbooba by literally blowing into beer bottles. medium111534117The infectious accompaniment for opening bars of Chura Liya was the sound of spoons meeting teacups. medium111534205From scraping sandpaper for a train’s chug in Hoga Tumse Pyara Kaun to the Latino guiro’s rhythmic backbone on Mere Saamne Wali Khidki Mein, no sound was too outré for his canvas. Nor was any place. He even turned his assistant’s back into a rhythm instrument for Raat Gayi Baat Gayi (Darling Darling).In the era of Schumpeterian changes, businesses need to emulate Burman’s innovative mindset and encourage continual experimentation and calculated risks to push creative and tech boundaries. Such daring is indispensable for any organisation seeking to stay ahead of the hypercompetition curve.Team culture | One key factor contributing to Brand RD was his ability to assemble a team of highly talented and dedicated musicians. Burman had a keen eye — or ear — for spotting and nurturing talent, making his discoveries legends in their own right. Ranjit Gazmer, scouted from Darjeeling, was transformed by RD into a percussion expert beyond core drumming. Doyen of Indian jazz Louiz Banks was spotted playing the piano in a Kolkata restaurant by a cigarette chugging man in thick glasses, listening intently with a smile. That was RD, who asked Banks to join his team despite the latter’s initial hesitancy. Banks turned up in Mumbai and was asked to compose and play the opening piano solo of Suhaani Chandni Raatein (Mukti). Banks never left Mumbai.RD also fostered collaboration, letting team members leave unique imprints on his compositions. This culture of trust and creative freedom enabled him to extricate people’s artistic best. Case in point — when Gazmer first met RD, he played the composer a little piece of his own. Days later, during a song recording for the iconic Hare Rama Hare Krishna, Gazmer was amazed to find RD had incorporated that piece into the song Kancha re. RD nicknamed him ‘Kancha’, a moniker that stuck.Business leaders know a successful team requires identifying and nurturing talent and creating an environment that fosters collaboration and innovation. Encouraging professional development, open communication, and autonomy, companies can unlock a workforce’s potential.Genuine gem | Brand RD was built on authenticity. He redefined norms in a unique fusion of Indian classical and Western rhythm. Brand gurus talk about brand authenticity — staying true to core values and ethos. His non-conformist authenticity ensured his brand’s longevity.He was all brand equity, stylised voice to trademark cap, synonymous with innovation. In today’s competitive market, where personal branding is paramount, RD teaches us the importance of cultivating a distinct identity that resonates with audiences.Adept at adapting | His ability to evolve with time underscores a crucial lesson. That he was ahead of his time was evident when the famed trio of Gulzar-RD-Asha Bhosle came out with Dil Padosi Hai, a private album, in 1987. It didn’t sell well then, but now music aficionados have rediscovered this string of pearls.From vinyl to streaming, his compositions seamlessly transitioned between eras. Businesses must similarly adapt to changing landscapes, without losing sight of core values.Legacy lines | A brand’s staying power depends on creating a legacy that transcends fads and geography. RD’s music’s universal appeal transcends both, captivating audiences across ages and beyond borders. He understood the power of music across cultures and got Jose Flores, the Latin rock artist, to collaborate on an album called Pantera.RD’s genius lay in a culmination of authenticity, innovation, and ability to inspire and lead – principles that create iconic brands. It’s a tune businesses would be wise to sing.Writers are professors at IIM Ranchi. Views are personal.