ONE SONG AT A TIME

The trend of launch­ing each song of a film sep­a­rately is fast re­plac­ing good ol’ mu­sic al­bum launches

Hindustan Times (Patna) - Live - - Front Page - Sneha Ma­hade­van sneha. ma­hade­van@ hin­dus­tan­times. com

Here’s a new trend in Bol­ly­wood that has taken film pro­mo­tions to an­other level. Un­like the past where the mu­sic of the en­tire film would be launched at a sin­gle event, now most films have each song get­ting launched sep­a­rately. This then means do­ing 5-6 events just to launch the mu­sic of a film. If there hap­pens to be a dance num­ber a la item song, the hoopla is even more as it also gets si­mul­ta­ne­ously launched on Youtube and re­al­ity shows on tele­vi­sion.

The trend picked up last year with Shah Rukh Khan star­rer Happy New Year hav­ing sep­a­rate events for launch­ing songs. Fol­low­ing that, a song from Sonam Kapoor’s Khoob­surat was launched, fol­lowed by Satur­day Satur­day from Humpty Sharma Ki Dul­ha­nia. In a more re­cent ex­am­ple, the up­com­ing film Ba­ji­rao Mas­tani saw the launch of its first song, Gajanana at a sta­dium in Pune, fol­lowed by the launch of an­other song, Dee­wani Mas­tani in Delhi just yes­ter­day. Shahid Kapoor-Alia Bhatt star­rer Shaan­daar has also seen the stars at­tend­ing sep­a­rate events for each song’s launch. Industry ex­perts at­tribute the trend to the need for keep­ing the buzz alive. Film­maker Kr­ishika Lulla, says, “With Ba­ji­rao Mas­tani, we want to give the au­di­ence some­thing ev­ery month. This helps the fans to stay ex­cited about the film.” Remo D’souza, di­rec­tor of ABCD 2, which also had three sep­a­rate song-launch events to in­tro­duce his songs to the au­di­ence, “My stars Varun Dhawan and Shrad­dha Kapoor were very en­thu­si­as­tic about all the pro­mo­tional events. We wanted ev­ery song to be no­ticed dif­fer­ently from each other so we in­tro­duced them sep­a­rately,” says Remo.

Trade an­a­lyst Atul Mohan says, “The re­call value of a song is higher if launched sep­a­rately. Throw­ing an en­tire al­bum into the mar­ket doesn’t help as the shelf life of al­bums has con­sid­er­ably re­duced.”

PHOTO: PARVEEN KU­MAR/HT

PHOTO: YOGEN SHAH

Giv­ing the au­di­ence some­thing ev­ery month helps them stay ex­cited about a film’s re­lease

Remo D’souza

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