Internet phenomenon Why This Kolaveri Di… already has over 5,842,596 YouTube hits. The song was uploaded on the video-sharing website by the makers less than two weeks ago, and ‘soup’ people are already wondering what to expect next from the track that is part of the OST of Rajinikanth’s daughter, Aishwarya’s directorial debut— a Tamil film called 3.
And the man, who planned the song’s meticulous rise to superstardom, Shridhar Subramaniam, president of Sony Music India, India and Middle East, has no intention to disappoint fans. “We are launching the album (OST of 3) on December 12 and also working on a few variations and club mixes to make the song more accessible for the party season,” he says.
Composed by Anirudh Ravichander and written-sung by south-star Dhanush, who also features in the film and is married to the director, there are now plans to get a female version of this song.
Riding high on its success, the music company has even readied a CD of other popular songs from the south. “Suddenly, everyone has realised Tamil music is good, so we’re taking Kolaveri… and some massively popular tracks, including Ringa Ringa… (track that inspired Dhinka Chika… from Ready) and putting them together in an album titled, Simply South.” The CD will be out in stores by December second week for a price of Rs 199.
Here’s how to go viral
Whether Kolaveri Di… deserves its attention or not, there’s one question everyone seems to be asking — how did the song go viral this fast? Subramaniam tries to reveal the formula:
1 Make it unique:
The content should bring a smile to your face.
2 Cannot appear flawless:
The ‘-u’ bit in the video was a quirk and the video has to have a homemade quality to it.
3 Be active on social network
: Get influencers, friends, who have lots of followers on Twitter/FB. Hash-tag it yourself.
4 Get mentioned in mainstream media from radio, and TV to print.
5 Create variants:
Take that interesting factor forward. Don’t let it die or fade out.