Home Music artist reels: Music in the Age of Reels: Artists weigh in on the popularity of the short and viral format | Hindi Movie News

reels: Music in the Age of Reels: Artists weigh in on the popularity of the short and viral format | Hindi Movie News

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When Aurangabad-based composer Yashraj Mukhate proposed
Hand itni sundar hoon hand kya karoon, a 30-second music reel that went viral, he didn’t expect it to be viewed worldwide and Milind Gaba and Parampara Tandon to come up with a song of their own! But with Instagram Reels giving us viral dance challenges and music tracks to support every mood, 30-60 second music videos have become the norm for content creators and social media users. The globally trending Tik Tok videos and challenges also found their way to the gram after the app was banned in India. We talk to musicians whose songs have gone viral thanks to reels and they tell us why this could be the future of music in India.

“Change is the only way forward”
It could be the hook step, the addictive beat, or a melodious cover of a popular song that catches your eye as you scroll through your feed. Singer Jubin Nautiyal, whose song Raatan Lambiyaan has found favor around the world, said, “With changing times, we have to evolve and use it as another way to showcase our talent. Short videos are like movie teasers. I always say that music is a universal language and anyone in the world can connect to it. Her thoughts are echoed by Guru Randhawa, whose Dance Meri Rani went viral due to a dance challenge. “Everyone will get the most out of new and impactful technologies. I think it’s a good space to showcase your talent on a global platform,” he says.

Will this format stay?
As with trends, they come and go, but with this format, musicians think it might not just be a “trend”. Jonita Gandhi, another singer whose music has become popular with Reels, says, “Ensuring that your song clips are available for abridged content is already industry standard. I’ve even heard of people composing music specifically for short-form content, after release. Singer Nakash Aziz is convinced that this format will change the way musicians not only promote, but make music. “It will become ideal, even for mainstream music. I think it’s basically about the expansion of the music industry, and we can be positive about that,” he says.

Jonita Gandhi

“There is no perfect recipe for commitment”
Since the popularity of the short format is so high, you might think singers would have cracked the formula by now. However, artists believe it is yet to be explored. “In any given format, I believe there is no secret recipe or ingredients for success. It is the honest approach and the effort and hard work that counts. whether it’s a short or a big video or a song, you have to do your best to hit the right chord,” Jubin believes. Singer Shilpa Rao believes that music should touch the heart. people and the format doesn’t matter.” It could be a reel or a radio edit or a full song or something on stage; as long as we genuinely create it and it finds its way into the heart people, the format doesn’t matter,” she says.

Shilpa Rao

Bane or boon?

The industry seems to be divided on the benefits of the short format. On the one hand, Shilpa thinks: “It could do good business, from a commercial point of view. But for music or art, it’s useless. I don’t think the whole point of making music is to create reels. At the same time, Guru opines, “I think everything has a lifespan and innovations happen every day. There should be no dependency on any specific technology or format. As artists, we should always continue to create good music.

Guru Randhawa

Global Reach of Artists

For many artists, the Reels or TikTok short format has worked well in terms of numbers. Jubin Nautiyal’s Raatan Lambiyan, who has 7.3 million reels on Instagram, has garnered 450 million views on Youtube. Likewise for Guru Randhawa’s Dance Meri Rani which has 234K reels, managed to score 600 million views on Youtube. Speaking of global reach, Jubin adds, “I always say that music is a universal language and anyone across the world can connect to it. With platforms like Instagram or TikTok, people like Kili Paul in Tanzania and Dutch artist Emma Heesters could not only listen, but create covers for the song.

Nakash Aziz