A God’s lie, A tragedy befallen, Bunty aur Malika Sherawath… when you call someone, chances are you’ll hear a deep growl in your ear rather than a regular ring. Don’t hang up. The person you are calling has chosen to treat your ears to some local-bred heavy metal tracks.
Indie label Demonstealer Records and Artistaloud.com have launched Indian metal caller tunes. They’ve launched the service on all major mobile phone networks in India.
Demonstealer artistes Demonic Resurrection, Myndsnare, Devoid, IIIrd Sovereign, Albatross and Workshop have their heavy singles now available as caller tunes. Sahil Makhija, label owner and band member of Demonic Resurrection and Workshop, is more than elated.
“Launching metal caller tunes is our effort to promote and sell the music of our artistes. We have covered the physical medium and we advanced into the digital world recently by allowing fans to purchase mp3s of all these artists for as low as Rs10 on the Artist Aloud website. This has been a long time coming and Indian metal fans can now proudly set these tracks as their caller tune,” says Makhija.
Loud and clear
Yasmin Claire, drummer with Myndsnare feels this helps them get heard loud and clear. “Metal is a super niche genre of rock. That is no secret. Traditionally, it isn’t considered phone music. But it’s also true that metal fans are loyalists and they take your music forward. Calling up someone and hearing a Myndsnare track will be great fun,” says Claire.
Indian rock is no stranger to ring tones and caller tunes, but so far, the genre has been limited to soft rock, funk rock or even Hindi rock and world music. Metal could be a heavy hello, but metal aficionados and fans are convinced it will work. Metal fan Anirudh Singh has already subscribed to the service.
“I love Indian bands. I really think there should be bigger, greater venues for metal bands to play that honestly, are missing in a city like Mumbai. Getting digital music has never been an issue but if tracks are also packaged in the form of ring tones, it becomes that more exciting to have them. Plus, if someone calls you and likes the track — they always refer back,” says Singh whose current tune is Death by garba by Workshop. “It’s funny and festive,” he says.
Fans can SMS the song code to 54646 to set the song of their choice as their caller tune. This service is currently available on Airtel, Vodafone, Idea, Reliance, Loop, TATA Docomo and MTS.