Hindi music takes a new breath on OTT broadcasts


Mumbai, July 18 When “Bandish Bandits” was released on OTT last year, it was a breath of fresh air for music aficionados. Offering the best of both worlds, Shankar-Ehsaan-Loy’s music was a treat for Hindustani music lovers as well as pop music junkies. Music has always been an integral part of Indian cinema, but now the concept of five songs and a plot in Hindi films had a competitor. With the advent of OTT, long content has become king. Music slowly gained prominence in streaming shows, woven as background music or with songs placed if the script requires it.

Among the dozens of webcasts that air in India every month, a few have succeeded in keeping Indian culture from songs into a story.

In “Little Things”, the theme song “Pause”, sung by Prateek Kuhad, was moving and stuck with the audience due to Kuhad’s popularity quotient.

“Broken But Beautiful” garnered immense praise for the music. The four melodious songs in the series were sung by Akhil Sachdeva, Amaal and Armaan Malik and Anusha Mani.

“Four more shots please!” performed many energetic and calming numbers sung by Darshan Raval, Saachi Rajadhyaksha, Medha Sahi and Zoe Siddharth.

“Fittrat” had a mix of songs from Altamash Faridi, Jonita Gandhi, Sharvi Yadav and Sandman.

Shankar Mahadevan shares the kind of experience he had creating music for the “Bandish Bandits” web series.

“It was one of the very important projects of our career. It took us two years to compose his music. It was a huge project. It was like doing three or four films back to back. There was a lot. of music woven into the script, and the script was developed based on the music. We got this amazing spectrum to compose from classical to thumri to tarana to pop to virah to musical competition to instrumental piece to Rajasthani folk. There was so much variation in one project. Where do you get to experience so much? “Shankar recounts. The Shankar-Ehsaan-Loy trio will be composing music in a multitude of upcoming web series.

“Bandish Bandits have very good songs that are loved by many. It seems to happen a little less with songs from movies on these platforms,” ​​says playback singer Apeksha Dandekar. She sang songs in films like “Zubaan”, “Aatma” and “Always Kabhi Kabhi”.

Singer Shilpa Rao, who has performed songs in the films “Ludo” and “Mimi”, has projects coming up with the best digital platforms. She believes that OTT has given the music industry a chance to create unique musical content with the leverage of available time.

She says, “It’s fun to be part of the digital space. Music has the power to adapt. OTT gives creators and artists a chance with the magic of time. Earlier, if in a weekend a song from a movie didn’t do it, then it was over. We are back to the days when people took their time to like something. This gives listeners and creators time to warm up to at least get a feel. I hope this will continue. “

Shilpa has given hits like “Ghungroo” (“War”), “Bulleya” (“Ae Dil Hai Mushkil”), “Malang” (“Dhoom 3”), “Anjaana Anjaani” (“Anjaana Anjaani”), “Khuda Jaane “(” Bachna Ae Haseeno “),” Javeda Zindagi “(” Anwar “).

“Indian Idol” frontman Abhijeet Sawant agrees, “Music has one more platform for getting music out. Little music directors can get better visibility and money for their music.”

Whereas Apeksha is from the point of view: “OTT broadcasts can allow the exhibition of new talent in music that people wouldn’t otherwise hear in theaters. I guess that just opens up the music scene because there is more space to explore more genres, due to the large amount of programming on OTT platforms. “

Shankar and Shilpa are both avid observers of content on OTT and strongly believe that digital platforms have changed the pattern of consumption.

Shilpa says, “Music is an experiential art form. From live auditorium performance to digital platform, the music is very malleable. I’m an avid watcher of content and can’t do without one watch a day.

Shankar thinks the music should match the content on OTT. “While the series is captivating, I think they can focus more on the music content as it will be a great opportunity to release some great music that will stick around for a very long time. They can have better songs on OTT. I’m completely addicted to all the webseries that come out of our country like “Mirzapur” or “Family Man.” OTT is an incredible medium, ”Shankar expresses.

On OTT, long content is the main selling point. The experience in movie theaters is mostly watching a song. Listening to a song is more of a personalized experience, offered by OTT. “Movie music can be a once-in-a-lifetime experience, but the main attachment to a song is on the phone when you are driving or when you are at home. It comes down to the fact that people should turn to the things they love, not forced to, ”says Shilpa.

However, there is a sect that firmly believes that film music has its own charm and it gets nowhere.

Gaurav Balani of the groups “Parikrama” and “Inalab” said: “I don’t think OTT can compete with Bollywood. There has certainly been a change in the” power structure “, but the music of Bollywood just remains quite important. because of the type of promotional scope it contains. “

“I think movie songs are still doing well despite the OTT culture and may even offer more accessibility to people. However, I think there is a vibe in theaters that cannot be recreated at home. Also, movie songs in theaters tend to get better promotion and exposure instead of being saturated on OTT platforms, ”says Apeksha.

Abhijeet agrees, “I don’t think OTT has reached the level of film music. On OTT, the music is purely situational. So it is difficult to compare film music with OTT music.”

However, he thinks the film music is fading one way or another. “Music companies have another way to make more money through non-cinematic music. We have to wait and watch until the movies hit theaters,” Abhijeet says.

However, Apeksha believes that promotion plays a big role in the popularity of the music. “Again, it depends on how much promotion the music gets. Actually, the audience can be bigger, but I don’t think the music in movies can ever really die. Maybe it just takes more. ‘efforts to get all music involved on different OTT platforms noticed. “

“Film music is not necessarily ‘dying’, but it is sure to evolve,” concludes Gaurav.

Disclaimer: This article was posted automatically from an agency feed without any text changes and has not been reviewed by an editor

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