Westernization and SPICMACAY
Starting with 70s, the introduction of cheap cassettes and cassette players had another effect. A completely new genre of music was available to the youth as a form of entertainment - the Western Music, mostly of Pop and Soft rock varieties. Increasingly, the middle class youth stopped listening to Indian music and took to western music in a big way. With middle class being the primary patrons of classical music in the post independence period, this meant that slowly classical music would fade away due to lack of listeners. A lot of artists and classical music enthusiasts got worried about this new development.
One of the organizations which came up to combat this trend was SPICMACAY. It was started by Prof. Kiran Seth (IIT Delhi). When Kiran Seth was studying in US, he was attracted by a chance listening to a Dhrupad concert. He reasoned that if enough college students were exposed to classical music, many of them would be attracted to it. He started the Society for the Promotion of Indian Classical Music And Culture Amongst Youth in 1977, in Delhi. The purpose was to organize concerts of the very best artists in various colleges around the country so that the youth could experience the very best of Indian Music for free. The money would be raised from Govt and private companies. Many chapters and sub-chapters opened all over India in various cities and colleges. The central SPICMACAY paid for the artists and their travel. The local chapters would raise the money for actual conduct of the concert. Most of the top artists agreed to participate in this effort at meagre remuneration. SPICMACAY during the 80's expanded at a furious pace, organizing hundreds of concerts and LecDems (lecture demonstration) every year.
In the 90's SPICMACAY has expanded to include a lot of smaller towns as well. Apart from Colleges, many schools now have SPICMACAY chapters. Many of the foreign universities too have their own chapters. Apart from Indian Classical music, SPICMACAY also promotes other aspects of culture - Dance, folk arts, Yoga etc.