![]() ![]() The videos for Adnan Sami’s second album Tera Chehra featured Amitabh Bachchan (who also duetted with him on a track), Mahima Chaudhry and Rani Mukerji. Labels using film personalities to help increase the audience for their pop albums is an old tactic, one that can be traced to Bollywood’s cannibalisation of the aforementioned 1990s Indi-pop industry at the turn of the century. The rare times commercial Hindi pop singers are made the faces of their album art and videos is when they could pass off as actors and models themselves, as is the case with primarily female artists such as Akasa Singh, and the duo of Sukriti and Prakriti Kakar. The exceptions are Punjabi pop and hip-hop stars, and Hindi rappers whose personalities are seen as an integral element of the music. The only times the singers seem to be front and centre is if they or their relatives are part of the labels. ![]() The claim that “non-film” puts the spotlight on the musicians instead of the lip-synching actors has proven hollow when you see that more often than not, the promotions are focused on the television actors/reality TV contestants/social media influencers who appear in the music videos, in which the actual performers - treated as mere raw material - are relegated to the background if they’re included at all. It’s not a perfect analogy but with music companies also becoming movie producers, think of “non-film” as the store brand version of the products sold by a label as opposed to the name-brand film content it procures, packages and peddles.īecause ultimately, there’s very little difference between film and “non-film” music including how it’s marketed. With the number of films being released falling over the past year, they’ve figured that “non-film” music, which they manufacture with the same set of talents they use for soundtracks, can easily fill the gap. Major labels function as song factories and factories need products. (If the rights for the track being remade happen to be with the same music company, it works out cheaper too.) This is partly why the number of original compositions for films is decreasing and the number of “recreations”/remixes is increasing. It’s almost as if a playlist is being created for the movie rather than an OST. With songs increasingly being used in the background, the majority of Hindi film soundtracks today comprise tunes that fit the mood or aesthetic rather than the narrative. The campaign for “ Lut Gaye” has made it more obvious than ever before that these days, “film” and “non-film” music are pretty much indistinguishable. ![]() Going by this recording, Mumbai Saga doesn’t seem to have been mentioned at the event. Last week, the label held a press conference to celebrate the many milestones reached by “ Lut Gaye”. So now, the “non-film” release has gone back to being a film song! In fact, it might just end up being more successful than the movie itself. After it turned out to be a big hit, T-Series decided to tag “ Lut Gaye” on to Mumbai Saga after all. In other words, a film tune was seamlessly converted into a “non-film” track. Instead, the MV, directed by Radhika Rao and Vinay Sapru, who also wrote the story, dialogues and poem for it, was marketed as a mini movie of its own. Although there were similarities between the character played by Hashmi in the film and the music video, there was no indication that “ Lut Gaye” was part of Mumbai Saga. But there was no space for it in the movie so they decided to put it out as a stand-alone single. The song was created for a film produced by the label, Mumbai Saga, starring Emraan Hashmi and John Abraham. Explicit evidence of the absolute meaningless of “non-film” arrived last month in the form of “ Lut Gaye”, Tanishk Bagchi and Jubin Nautiyal’s reinterpretation of a Nusrat Fateh Ali Khan qawwali, which was released by T-Series. You can even download MP3 songs for offline listening.In truth, it would be easier to just call “non-film” music what it is really is: “commercial Hindi pop”. Songs are the best way to live the moments or reminisce the memories and thus we at Wynk strive to enhance your listening experience by providing you with high-quality MP3 songs & lyrics to express your passion or to sing it out loud. Along with it if you are looking for a podcast online to keep you motivated throughout the week, then check out the latest podcast of Podcast. With Wynk Music, you will not only enjoy your favourite MP3 songs online, but you will also have access to our hottest playlists such as English Songs, Hindi Songs, Malayalam Songs, Punjabi Songs, Tamil Songs, Telugu Songs. Emraan Hashmi) MP3 song from the movie/album Lut Gaye (Feat. ![]()
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