Home Bollywood How Instagram Is Changing Bollywood Music

How Instagram Is Changing Bollywood Music

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caesarea song brahma

Still from the song “Kesariya” from the upcoming movie “Brahmāstra Part One: Shiva”

If you’ve only been online for five minutes in the past three months, you can’t avoid the catchy, rhythmic, melodious trailer for the much-anticipated song “Kesariya” from the much-anticipated film Brahmāstra Part 1: Shiva.

Released on April 13, 2022, it quickly became one of the most popular song trailers on Instagram Reels in India. As of today, the official release of the trailer has more than 530,000 Reels, plus many more covers, re-uploads, and remixes, all of which help further build fans’ anticipation for the full-length song. If 30 seconds is so good, we wonder how incredible the rest of the song is.

On July 17, the entire song was pulled, and the audience was divided, to say the least.While the song wasn’t met with critical acclaim, the 30-second trailer was clearly the most engaging part of the entire song and raised expectations so high that the full version Feels like a major disappointmentThere was a lot of discussion about the sound, music and lyrics, with the audience expressing particular disdain for the way “love storiyaan” rhymes with “ishq hai piya”.

“Gone are the days when listeners hear an entire record or album,” tweeted Rohit Pradhan, who won a sound design film fee award in 2015 for his Marathi film king, In response to my tweet about the discord within “Kesariya”. “If the hook works, then who cares about the song?”

The hook phenomenon prominent in the song is coming under increasing scrutiny. called “TikTokization,” described by those living in countries where TikTok is not banned, it describes hooks or special earworm-y Parts of a song can go viral with short video content. Artists like Lil Nas X, whose “Old Town Road” dominated TikTok for weeks, benefited greatly from the process. The idea behind dropping the hook or making it trendy is that if people like to have a 30-second song superimposed on a funny or well-made video, they might stream the whole song and expect it to be just as good. This in turn drives sales, as well as that mysterious quality we call “trends.” Chasing profit, followers, artists, producers and labels use this for their own benefit, start looking to engineer A way to hit the sweet spot with a top-notch half-minute that translates to the song’s overall popularity.

Can someone say that music in India is now also made exclusively for short video formats? Most musicians seem to think so, including prolific music composer Salim Merchant. “It’s really sad that people are making music for Instagram Reels right now,” he told VICE. “There are a lot of great composers who are making great music, but there are also people who think that if it’s just for Instagram Reels, then we have the potential to be a hit.”

According to Merchant, trying to get music to work only on Reels can fail, and if you find success, it’s as ephemeral as the format itself. “Honestly, I’d rather focus on making OK music. Music is a pure art form and one should give that love when writing, composing and creating melodies. It can’t just feel like a scroll. I hope that will change, like so many sensational new things that come and go,” he said.

Singer and content creator Avanti Nagral agrees that while some artists are creating music specifically for Reels, others aren’t following the trend, but spreading it organically. “You can see a lot of old songs are also trending on these platforms because they are actually good songs. Remember there is a line between platform and marketing, and compose a song only Reels,” she told VICE.

When does the line start blurring? Artists agree on key features that make songs (or parts of songs) work well on Reels, such as “drop”. “Laocheng Road Clever use of this dip turns a song that looks like a country song into an iconic rap that has taken the world by storm. “There’s an accumulation, a piece that’s stripped away, and then into something bigger or grander — that’s ‘drop’,” Naglar explained. “It was definitely a conscious idea for the producers because they realized [listeners] Music is consumed in pieces, so the vibrancy in the track is important. “

Structurally, timing also matters. “Music is definitely shaped by Reels,” said Shivansh Jindal, head of artist management and strategy at Merchant Records, Salim-Sulaiman’s music label. “As attention spans dwindle, people hope the ‘boom’ of good music hits them soon. They can’t wait for Antara (poem), mukhda (Opening), or chorus, as if everything needs to fit in for 30 seconds. This results in shorter songs overall. But people use it as a medium for marketing. If you want to give it your music, you can. “However, that’s not what Merchant Records is doing. “We’re still releasing songs that are five to six minutes long. Fashion can’t stay forever. Reels have been expanded from 30 seconds to 60 seconds, and now to 90 seconds. People will eventually go back to longer music, and music they love. ”

Lyrics for Shloke Lal, for movies like Ludo and game 3, this scrolling is part of the natural evolution of music. “If you listen to Nusrat Fateh Ali Khan’s ghazals, they are 8 minutes long, even 10 minutes long. The first line comes at least two minutes later. Then we shorten it to three minutes of songs in the movie. Now, we are left with only One minute. As a creator, you want your work to reach as many people as possible. Music in India is made for an audience to like, connect, hum. Music has a demand and a supply, so if an audience If there is demand, the artist will provide it,” he said.

It’s not just shorter attention span, but the shorter reel limit drives the need for fast-fill songs.This Quesaria For example, the trailer is clocked at a tight 35 seconds, allowing creators to make Reels without having to cut out the song. Shruti Mishra, a singer the cover of Jillian Spread with over 150,000 reels, it is believed that the length of the “hook” determines its reel capacity. “This song Pasori The first stanza and chorus are over in less than a minute. At the time, Instagram had a 60-second limit on Reels, so the song constituted a full Reel. This can’t be a coincidence. It makes strategic sense. “

Strategic and commercial interests have always played a role in the music business. “There are songs that definitely have a promotional effect on them. That’s why they hired a specific dancer with taglines and memorable hook steps,” notes Abhay Sharma, saxophonist of The Revisit Project, who also collaborates with Shankar Mahadevan , Adnan Sami and Vishal Bhardwaj. “It happens all the time – from Ae Kya Bolti Tu to Friday Chuma to Saree Ketusha. Reels have just become part of this promotional aspect. So now songs are made with certain hook dance moves, and people do it collectively. According to Sharma, this desire to go viral or popular has always been there. “Especially in Bollywood, because virality means profit. If someone invests millions of dollars in a movie, a song becomes an instant hit, which guarantees that people will buy tickets to watch the movie. That’s why producers are now working with actors and influencers,” he explained.

Once enough reels are made on a song to spark a trend, audiences start following it on their own, and often, dancers or influencers hoping to be “discovered” try to capitalize on an existing trend. It’s a win-win situation – you get the chance to gain popularity and more views, while the movie or song (usually) gets free promotion.

An example of a film production exploiting this is “Atrangi Re,Much of the promotion involved actress Sara Ali Khan performing the hook step of the song “Chaka Chak” with influencers and dancers, which has racked up more than 300,000 views on Instagram as fans imitated the choreography.

The song’s choreographer, Vijay Ganguly, is in a interview and Times of India“Any dancer who wants to show off their talent can post on social media,” he said. “If you’re good at dancing, you can go viral and get a lot of opportunities…Social media has become a useful tool. We’re working on songs in movies. But in order for songs to reach people, we also have to make Reels.”

For independent artists, the situation is slightly different. “In some ways, you can engineer a viral moment with money or capital, which is often what a label does, but it’s not something that defines your career,” Naglar said. “Social media is a discovery tool. It democratizes the process, and if you can use it, your background and connections don’t matter as much. But the audience is not guaranteed.”

She cites examples of how her songs and song-based Reels on “heavier” topics like mental health resonated with listeners who then tried to be part of the trend. “At the end of the day, virality is highly unpredictable and an attention grabber, but you do need to have good music consistently to get enough audiences to buy your album or merchandise, or concert tickets,” he said. she says. In this sense, independent artists who need to sell albums and tickets may not feel like focusing on a small part of a song and hoping it will go viral. This short-lived virality probably won’t translate into viewers buying tickets to their album or gig, unless their other music also reaches the degraded quality.

“No one can say categorically that something will or won’t work — it’s always been part of the creative process,” Lal said. “Think of ‘Kacha Badaam’ or ‘Chaand Baaliyaan’, or Ritviz’s songs. They are all different – you never know what people will start to like. Sometimes, during production, you realize a song Potential on Reels. Like coming home and your mom asked you to bring something likeraaste mein mil jaaye toh lete aana (pick it up if you find it on the way). Ghar aana toh hai hi (You’re going home anyway). If you can add it on the way, why not?

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