SINGERS SAY, GO DIGITAL

BOLLYWOOD HOLLYWOOD Shalmali and Jonita laud the medium for more visibility and reach

Great music is something that Bollywood filmmakers rely on to ensure great business of their films. In some cases, more than the script or the cast, it’s the music that is remembered. And talented singers are now using the digital platform to their advantage to connect with their audience for better reach and recognition.

Singer Shalmali Kolghade (above right), who has sung tracks such as, Pareshan (Ishaqzaaade; 2012), Daru Desi (Cocktail; 2012) and Lat Lag Gayee (Race 2; 2013), Baby Ko Bass Pasand Hai (Sultan; 2016) among others, says, “It’s a boon for both newcomers and for singers like me, who have been in the industry for a handful of years. I can now release music on digital platforms; music that perhaps, I don’t get to sing in films.”

Singer Jonita Gandhi (above left) agrees to this point and adds that the digital platform was the medium through which she also made a mark in the industry.

“As a newcomer, I also used this space to explore my talent and express my creativity. This medium made me more visible to the industry,” says Jonita, who has lent her voice to tracks including Gilehriyaan (Dangal; 2016), The Breakup Song (ADHM; 2016), Sau Tarah Ke (Dishoom; 2016) among others.

Online platforms like YouTube has turned into a mainstream medium for launching playback singers. Vocalists feel that it’s a quicker way to receive audience response than waiting for the song to be released in the film. “If the song is loved by the audience, it gets hits and comments on YouTube, which reinstates the fact that the audience is waiting for the song in the film,” says Shalmali.

However, Jonita feels that judging a song’s popularity on the basis of its social media presence can be misleading.

“There are ways to boost viewership online but definitely people do measure the success of a song by its view count on social media,” says Jonita.