Valuation and marketing tools in creative industries: A case of Yakshagana and Theyyam of the performing arts

Abstract

Yakshagana is a theatrical form of art where dance is combined with drama and music. This art form was born and nurtured in Dakshin Kannada, the coastal region and the Western Ghats. Yakshagana is divided into types called the Badagu Thittu and Tenku Thittu after considering the same origin but slight differences with the dance steps and music. The colours, vibrance and the story telling along with dialogues take the audience to a different world for around 8 hours (originally) but has changed according to the life style changes. The troupe which plays the Yakshagana is called the “Mela.” There are 3 parts to the music running along with the play which is called a “Prasanga”: Bhagavatha : The one who sings the song Chande : the loud drum which is very fast Maddale : The hand drum The Bhagavatha, Chande and Maddale players are all either seated or standing at the behind the performers (dancers) in the centre stage. The singer also adds gesticulation the dialogues exchanged between two characters. The “Prasanga”, historically, plays a mythological story which has a main character like Krishna, Arjuna, Devi or Shiva who are among the many Hindu Gods. Most of the stories are picked from Ramayana, Mahabharatha and Skanda purana. It has only been since 25-30 years that Yakshagana is performed in places other than temples and many troupes have performed in foreign countries. The entire performance has loud music, high pitched diction and the costumes in red, yellow, black and white add the seasoning.