With movies, web shows, and brand collaborations on hold due to the pandemic, movie actors are looking for appearances in music videos to keep indie albums relevant. Jacqueline Fernandez, Tiger Shroff, Emraan Hashmi, Nushrratt Bharuccha and Sanjana Sanghi have appeared in music videos released by labels like T-Series and Saregama that seek to create a buzz around indie music, a category that is gradually gaining ground in Indian entertainment. In the absence of film releases, video clips that take little time to shoot, a trend on social networks, help to create an aura of relativity around fame.
âWhile independent music was already an important category in Punjabi, it has seen growth in Hindi and Tamil in recent months. It’s (with stars in music videos) a calculated risk to market the song and make sure it’s discovered through the eyeballs artists grab, âsaid Shahir Muneer, Founder and Director of Divo Music, a South Indian music and media company. labels are increasingly turning to not only movie actors, but even influencers or people following social media to help put together a better package, he said.
Mehul Gupta, co-founder and CEO of SoCheers, an independent digital agency, said that for movie actors, music videos only take a few days of work. Plus, at the moment, they have virtually no movie releases, so the music videos – which remain (they keep appearing online) give them more time with audiences, he added.
Sanujeet Bhujabal, senior director, marketing and syndication at Sony Music, said the idea of ââfeaturing a celebrity from Bollywood, the influencer community or TV broadens the song’s potential. âIt’s a trend that will continue, because it’s a win-win approach,â Bhujabal said. The last 18 months have seen a category of pop songs scaled up and released as singles. Sony has released songs like Genda Phool with Jacqueline Fernandez with Badshah and a Tamil track called Kutty Pattas with film and TV actor Ashwin Kumar.
âToday there are several songs that have the power to tell a story even without being part of a movie plot, such songs become singles. Especially during the pandemic, we have received a fabulous response to these, âsaid Bhushan Kumar, President and CEO of T-Series. Independent music is a win for all music labels today because it helps songwriters, lyricists and singers give something to their fans on a frequent basis, he said, adding that the singles unrelated to film music will continue to grow.
With greater adoption of digital platforms, high levels of interactivity in events and content formats, and the need to connect fans with their celebrities on an individual level, digital content, digital concerts and digital contests are the way of the future, media experts said. .
âIndian celebrities quickly realized this and reaped the benefits of greater engagement with fans through these platforms,â said Gautam Sinha, CEO of Times Internet and Gaana, adding that digital platforms were always ready to go. develop aggressively and that the pandemic has only accelerated. the growth.
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