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Jonita Gandhi, Shalmali Kholgade laud digital medium for bringing more recognition

Bollywood playback singers laud the fact that digital platforms like YouTube are becoming mainstream platforms for newcomers to launch their music and get more visibility.

music Updated: Jun 22, 2017 19:13 IST
Monika Rawal Kukreja
Monika Rawal Kukreja
Hindustan Times
Shalmali Kholgade,Jonita Gandhi,Playback Singers
Playback singers Jonita Gandhi (left) and Shalmali Kholgade (right) feel that digital platforms are a boon to singers.

Great music is something that Bollywood filmmakers rely on to ensure great business of their films. In some cases, more than the script or the cast, it’s the music that is remembered. And talented singers are now using the digital platform to their advantage to connect with their audience for better reach and recognition.

Singer Shalmali Kolghade, who has sung tracks such as, Pareshan (Ishaqzaaade; 2012), Daru Desi (Cocktail; 2012) and Lat Lag Gayee (Race 2; 2013), Baby Ko Bass Pasand Hai (Sultan; 2016) among others, says, “It’s a boon for both newcomers and for singers like me, who have been in the industry for a handful of years. I can now release music on digital platforms; music that perhaps I don’t get to sing in films.”

Singer Jonita Gandhi agrees to this point and adds that the digital platform was the medium through which she also made a mark in the industry. “As a newcomer, I also used this space to explore my talent and express my creativity. This medium made me more visible to the industry,” says Jonita, who has lent her voice to tracks including Gilehriyaan (Dangal; 2016), The Breakup Song (ADHM; 2016), Sau Tarah Ke (Dishoom; 2016) among others.

Happy Easter to all!! ❤ have a wonderful Sunday.

A post shared by Shalmali Kholgade (@shalmiaow) on

Online platforms like YouTube has turned into a mainstream medium for launching playback singers. Vocalists feel that it’s a quicker way to receive audience response than waiting for the song to be released in the film. “If the song is loved by the audience, it gets hits and comments on YouTube, which reinstates the fact that the audience is waiting for the song in the film,” says Shalmali.

However, Jonita feels that judging a song’s popularity on the basis of its social media presence can be misleading. “There are ways to boost viewership online but definitely people do measure the success of a song by its view count on social media,” says Jonita, adding, “A lot of a time the success of an album, from a singer’s perspective, is not dependent on the success of the film, so it is great that we have platforms like YouTube where songs can get their due even though the film attached to it may not be a successful.”

llow @htshowbiz for more

First Published: Jun 22, 2017 19:13 IST