THE MUSIC VIDEO STAR IS BACK
The number of nonfilm music videos is on the rise. We talk to musicians and delve deeper into the growing interest in MVs
There is little denying the fact that non-film music is gaining momentum once again, attracting the kind of popularity it had in the ’90s. The rising interest in the genre is also evident through the number of music videos (MV).
Sample this: According to two of the leading record labels in the country, 28 nonfilm MVs were released in 2013. Cut to 2018, and the number has increased tenfold — this year has already seen 361 videos being released. “It used to be really difficult to get someone to invest in independent MVs. Music labels weren’t that interested. But now they realise the importance of videos, and are not shy in investing,” says singer Harrdy Sandhu, who recently released his single Kya Baat Ay, the MV of which has crossed 56 million views on YouTube. Jassie Gill agrees with his contemporary and reveals that just like film production houses, record labels, too, have video production teams. “Earlier, this wasn’t the case. But because indie music is rising, you see a shift in the attitude of people. That’s why the demand for music videos has also increased,” explains Jassie, whose recent single Nikle Currant’s MV has over 60 million views on YouTube.
However, not everyone is satisfied. Singer-songwriter Kanika Kapoor had recently told us that independent musicians don’t have the backing of a “big production house” or film stars, unlike a Bollywood film. “It’s a big risk for a lot of reasons. The cost of producing and making a video is really high, and for someone like me, who likes to work with the best, it’s even more difficult. For Bollywood songs, production houses have a separate budget for songs, and they market it differently,” she says.
While it’s true that there is a big difference in the budgets allotted for an independent MV and a Bollywood film, singer-songwriter Raftaar feels that “money is not really the problem anymore”.
“Artists are getting Bollywood stars to feature in their own videos, with their own money. Independent videos range from ₹50,000 to as much as you can spend. On an average, a good-looking video will cost around ₹10 lakh, but due to the internet, sometimes a video with zero budget goes viral, because the concept was better than all the glitter. I know a lot of people who have made videos for ₹80 lakh, and I also know kids who shoot MVs all by themselves,” he says.
While the future of indie music looks great, one area which stills needs to be looked at is the huge disparity between the budgets allotted for different artists.
A popular musician, who wishes to remain anonymous, says, “It’s all about the brand value. The bigger the artist, the bigger the budget for MV. Like Guru Randhawa, Honey Singh or Badshah, who have crazy following, will get you views. But, nothing is done for new artists. Indie music isn’t only Punjabi music. There’s much more than that but there are no investors for that. Young indie bands and musicians, use money from their shows.”
RECORD LABELS NOW HAVE MUSIC VIDEO PRODUCTION TEAMS, AS THEY HAVE REALISED THEIR IMPORTANCE