‘Feature yourself, not actors, in music videos
Not signing a contract to produce music under only one label has helped singer-songwriter Arjun Kanungo get rid of the unnecessary anxiety, which musicians go through before the release of their songs.
“I don’t get those jitters anymore. I am not signed to a music label now, so I am much freer in those regards. I mean, if a song of mine releases today, and it doesn’t do well, I know that I am the only one who will be blamed for it. That has eased a lot of pressure from my head, I feel. But I don’t get anxious about a song’s performance,” says the 29-year-old.
“I feel like an artist now, who is completely responsible for his own music. I don’t have to think from a music label’s perspective, or on the lines of making a hit song. I am free that way,” he says.
Kanungo, who recently released his eighth independent single, Aaya Na Tu, with Pakistani singer Momina Mustehsan, feels that it’s important for a musician to be selfish when promoting his music. Also, he feels that one should try and feature in his/ her own music videos, and not cast Bollywood stars.
Kanungo explains, “I know and understand that Bollywood has more reach than non-film music. [However], over the last three years, pop music has become bigger, and the business of making music videos is also slowly becoming profitable. So, as a musician, you have to be selfish, and try and feature yourself. Only then will people take notice.”
He goes on, “If one features Bollywood actors, then no one will be able to know who the real musicians are, and they won’t get popularity that they deserve. But, yes that does not mean that you cannot feature a Bollywood actor at all. If one thinks that it’s better to use an actor in the video, then that’s also not wrong.”