Akriti Kakar on one minute music trend: Quality of the song important, not length

Akriti Kakar is the latest music artiste to join the ‘1-minute music’ trend by creating a song and music video in under 60 seconds

Akriti Kakar is the latest music artiste to join the ‘1-minute music’ trend by creating a song and music video in under 60 seconds. The singer, who joined the bandwagon with the song titled Oh No, says it was challenging

Singer Akriti kakar joined the trend with her song, Oh No, which came with a funky and vibrant vibe

“I find it very interesting to see how even the longest biggest songs boil down to just 1 minute long for audiences to express themselves via dance or singing or acting or any other form of creativity through these short videos on various platforms,” she says, adding, “When a song is specifically made for one minute, it may actually click and change the whole dynamic of things eventually. Though it is a very interesting concept, my heart still aches to make a long normal song that lives its graph and gives me more opportunity to say things I want to”.

When it comes to one minute tracks versus normal songs, Kakar feels eventually both might find their places in people’s playlists. “The one thing I’ve heard from people who’ve heard my one minute music is that it ended too soon! They were just beginning to groove to it, which is a compliment… I think it’s about the quality of the song that’ll be detrimental to whether it works or not in the long run, not the length,” she says.

Despite her feelings, the Saturday Saturday (Humpty Sharma Ki Dulhania; 2014) hitmaker tried experimenting with the trend with her song, Oh No, which came with a funky and vibrant vibe.

Talking about the challenges of making the song, the 35-year-old, who has lent her voice to hit numbers such as Aanan Faanan (Namastey London; 2007) and Iski Uski (2 States; 2014), shares, “I had never done anything like this before… To create a song that seems complete in all of 1 minute is a huge task! A song naturally has its trajectory that slowly gradually builds and then peaks .. to do all that musically and lyrically make sense at the same time in 60 seconds was quite the challenge”.

Ask her if the trend is an attempt to satiate the demand of creating content which can go viral, the singer reveals, “Absolutely it is”.

“I didn’t take it too seriously to be honest till it happened to me! With my independent release Thomkiya Thomkiya, five days after the release, I woke up everyday with 100s of people’s dancing hook step videos on Instagram! This trend helped the YouTube video to grow in views too,” she asserts.

However, one can never tell what goes viral and what won’t. “The most catchy phrases and hooks in songs sometimes can go amiss .. the cringiest of things can catch people’s fancy. Or even the simplest melodies can go viral without any faff ! Trends like this can’t be predicted unless it’s backed by some solid funding,” she ends with a quip.