ONE SONG AT A TIME
The trend of launching each song of a film separately is fast replacing good ol’ music album launches
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.”
Giving the audience something every month helps them stay excited about a film’s release