Entertainment, Marketing

Why this Kolaveri Di?

Why this Kolaveri Di – a Tanglish (Tamil and English) song which is a funny take on heartbreak, is from Dhanush’s upcoming Tamil movie 3. It is a big craze on the internet. So viral, that the song became the first Tamil film song to be premiered on a national music channel, MTV India. The song has attracted all categories of people and has reached to all corners of the country. From children to youngsters to celebrities, everyone is so passionate for this song.

What does the song mean?
Kolaveri, a highly popular slang among Tamil youth normally used to silence a cranky person in a group. It is among several Tamil words which youngsters use between themselves without implying actual meaning. The slang has been used by the makers of 3 to depict the anguish of a person who has just tasted rejection from the hands of a girl whom he liked. Soup in the video implies failure in love.

What makes it so popular?
Simple and Funny Lyrics: The song uses simple english words especially Youth Lingo. The have made an effort to make the song simple. The video includes subtitles in English to help people understand the lyrics. Also it helps people to sing along. Take these lines for example:

lovvu lovvu oh my lovvu, you showed me bouv-u
cow-u cow-u holy cow-u, i want u hear now-u

Catchy Tune: The song is catchy and has superb beats! How many of us have found ourselves humming this tune everytime the song is played?

pa pa paan pa pa paan pa pa paa pa pa paan

Caters to a wide audience: The song is Tanglish, which I think is a very smart move. Even the Tamil words in the song are reasonably easy to figure out. But the song has an emotional connect. It’s a song by a young guy with a broken heart. Heart break is universal, it caters to a large audience. Not just guys, I have seen girls enjoying the song. The audience relates to the lyrics.

Unassuming: Dhanush’s down-to-earth voice and the casual attitude with which he approaches a song have created a new trend in film music. Even the first cut video is shot in the recording studio. You can see Dhanush enjoying while singing. I think that summarizes the feeling.

Versions: The simple and catchy ‘Kolaveri’, has enthused people to remix and edit the footage to create their own narratives. You can find the female version, milk version, Sharad Pawar version, Hilter version. The songs instilled creativity in people. The nth version of Kolaveri helps in increasing popularity of the original version.

Overall, I feel with Kolaveri, Dhanush has tapped the potential of social networking sites to promote a movie. A marketing tactic which is popular in the West and will surely pick up in Bollywood. Kolaveri is being studies as Case Study in management schools. IIMA has adopted it as an inspiration for future marketing managers. The institute plans to introduce a session on ‘Kolaveri Di’ as a part of its course on Contemporary Film Industry for business perspective. What Kolaveri did to the movie is kind of lasting. The national channels that telecast the uprising of the song on cyberspace are going to carry news about the movie’s release when it’s out. I think the movie 3, has a perfect launchpad with the popularity of Kolaveri.

In terms of Youtube hits, the song has little over 16 Mn hits on youtube (at the time of publishing), which is still miles away from Justin Bieber’s Baby which has 649 Mn views. Damn You JB!

Just in case you have not seen or heard it here it is!

Why this Kolaveri Di?

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Business, Entertainment, Entrepreneurship, Technology, Web

Dhunio – Categorization is Everything!

One of the best things about India is Music! Bollywood and its music defines us. One of the most common hobbies for Indian youth is …. watching movies and listening to bollywood music. Movies and its music drives India and is a part of the nation.

Still, such an important service and in no single place has it been categorized completely? Itunes does not yet sells Indian music or categorizes it. Lets not blame them for we Indians don’t have a habit of paying for music and thus we make it impossible to put capital behind it or generate revenue from it.

This is where Dhunio comes in. Dhunio has ambitiously made an attempt in this space and has categorized innumrable Indian music videos! The best part of their strategy is that the videos are sourced from Youtube which makes it cost efficient. Dhunio drives the part where it is best, Categorization.

Now one of the best part of Dhunio. If you are reading this article then please try this … Go to Dhunio, search for Rockstar, it will give you a list of songs from the movie, you can listen to them or click on any of the links … you can click on Imtiaz Ali, Ranbir Kapoor or Mohit Chauhan and each will give you a list of songs in which they are director / actor / singer respectively. Now this is Categorization!

Ofcourse there are many more additions and many other features. That is for you to check out.


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MTV : music to masala….

MTV has been my channel of choice for music videos when I had to unwind. Lately, I was frustrated for not getting to see them as the channel tended to air majorly reality shows. It was an observation that aroused curiousity. Some rudimentary research on the Net and I perhaps realized why.

“ On August 1, 1981, at 12:01 a.m., MTV: Music Television launched with the words “Ladies and gentlemen, rock and roll,” spoken by John Lack. Those words were immediately followed by the original MTV theme song, a crunching guitar riff written by Jonathan Elias and John Petersen, playing over a montage of the Apollo 11 moon landing. MTV producers Alan Goodman and Fred Seibert used this public domain footage as a conceit, associating MTV with the most famous moment in world television history. Appropriately, the first music video shown on MTV was “Video Killed the Radio Star” by The Buggles. “

MTV popularized the concept of the VJ and the idea of a dedicated video-based outlet for music was introduced. Music lovers across the world found a platform to connect. MTV became a medium for music to flow across the world.

In 1984, the network produced its first MTV Video Music Awards show, or VMAs. Perceived by some as a fit of self-indulgence by a fledgling network at the time, the VMAs developed into a music-industry showcase marketed as a more relevant youth-targeted antidote to the Grammy awards.

In an attempt to diversify, MTV introduced animated shows to its line-up in the early 1990s. In addition to airing original shows created specifically for MTV, the network also occasionally aired episodes of original cartoon series created by sister-station Nickelodeon (Nicktoons) in the early 1990s.

In the mid- to late 1990s and early 2000s, MTV placed a stronger focus on reality shows and related series. Some of the reality shows on the network also followed the lives of musicians. The Osbournes, a reality show based on the everyday life of Ozzy Osbourne went on to become one of the network’s biggest-ever success stories and was also recognized for the heavy use of bleeped profanity by the Osbourne family members

In 2003, MTV added Punk’d, a project by Ashton Kutcher to play pranks on various celebrities, and Pimp My Ride, a show about adding aesthetic and functional modifications to cars and other vehicles.

MTV also began showing movies targeted toward the teen/young adult demographic. In addition to its regular programming, MTV has a long history of promoting social, political, and environmental activism in young people. The channel’s vehicles for this activism have been Choose or Lose, encompassing political causes and encouraging viewers to vote in elections; Fight For Your Rights, encompassing anti-violence and anti-discrimination causes; and think MTV, the newest umbrella for all of MTV’s social activism.

Similar has been its approach in India. When MTV India started, it basically continued the brand promise of MTV. It played songs to cater to the emerging majority of the Indian population – age group 15 to 25 years. MTV Super Select – Music on demand was the highlight that got the teens hooked. In those days, Radio was nascent and music was scarcely available. As radio emerged, MTV introduced talk based music shows wherein viewers could call and discuss their problems. MTV Bakra was another hit introduction that later became commoditised across various channels.

Radio stations bloomed and cell phones began to climb the wave of convergence. With music now available on-the-go, MTV realized that music would no longer be the sole earner. Shows such as MTV roadies, Style Check picked up pace. The idea seemed to be to touch the teen pulse.

Now, music perhaps has taken a backseat. Reality shows are the main focus. Roadies laid the platform and now the intent is to diversify the content of reality shows. Splitsville, Teen Diva, Connected – are all attempts to add more spice to the channel. No longer can you simply tune in and listen to songs. That is the purview of Radio Channels. The field has been taken over by new competitors.

MTV has been severely criticized on moral and social grounds. An attempt to be whacky might have led it to the edges of profanity, but our intention here is to understand the thinking behind the content and its delivery.

The lesson to pick is the way a brand emerges and the leverage to be derived out of its power. MTV created a new field, set the rules and as the competition picked up, it changed the rules. With time, it effectively managed to change the field itself. It always kept jumping onto the new wave and before the wave ebbed, MTV was ready to jump onto the next. More importantly, it created new waves.

MTV has often been looked at as a crazy entertainment channel. Behind it though, lies a shrewd, ingenious set of brains. It aptly emphasizes that entertainment also needs a strategy.

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Business, Entertainment, Marketing, Planning, Strategy

Hollywood – One Industry to rule them all

Hollywood based out of California in US is one of the biggest industries in the world. Entertainment sector around the world is controlled more by Hollywood movies than anything else in the world. To throw some numbers at you, Hollywood ticket sales in US in 2007 brought in $9.7 billion, and $100 million opening weekends are quite common in this industry. The Hollywood movie industry is so popular that all around the world people buy magazines and read tabloids to find out about the stars, television is full of it and a good part of the world revolved around it. harry_potter_and_the_half-blood_prince

But have we ever tried to understand why Hollywood became so big? Ofcourse the glamour and entertainment factors apart, the strategy has also played a major role in it. Hollywood has and will always be an all encompassing industry which absorbs every entertainment sector into it and starts churning money out of it! I will try and explain this argument below.

Novels: Novels can be considered one of the first form of entertainment for mankind. People have been and will always remain addicted to books. The book publishing industry is huge and amazing but Hollywood has even absorbed this into itself. Lord of the Rings, Da Vinci Code, Harry Potter and other innumerable successful books have been converted into multi-million grosser movies by Hollywood. The industry takes what is available and grows it many times in magnitude!

xmenComics: Now this is something we do not even have to discuss! Most of the blockbusters in the past few years have been comic strips, including Wolverine and X-Men Series, Transformers, Batman, Spiderman, Superman, Ironman and many many such movies. The whole point being that the comic industry started for the entertainment of masses, the characters became popular and then Hollywood took up these characters and made millions from them. The industry again absorbs and creates.

sex_and_the_cityTelevision Series: The league of tv series and hollywood is quite different, yet every successful serial usually becomes a movie for sure. One of the latest examples can be Sex & the City. Past examples are StarTrek, X-Files and I am sure there will be many many more. Television series run only through advertisements while movies are a completely different ball game. The simple concept seems to be to absorb anything which people like and would be willing to pay the ticket price for and convert it into a movie! The television series stars and producers will only be happy to leave dependence on advertisements and get a chance to be on the big screen.

256px-maxpayneboxVideo Games: Now this is where the movie industry becomes even doubly interesting. Most successful movies take out games and make lots of money from it, examples are innumerable – Star Wars, Spiderman, Lord of the Rings, amongst others. But the tables have been reversed when a movie was made out of a game! Max Payne an enormously popular third person shooter game was converted into a movie and even made a good amount of money. Just absorbing the concept and converting into a movie and making money.

Music Industry: Though the movie industry does not have any story plot for Hollywood but music artists rarely stay away from another chance at glory. Jeniffer Lopez, Justin Timberlake, Britney Spears, Lindsay Lohan ….. the list can go on and on. The industry absorbs the factor people are crazy for and converts it into a movie for the audiences!

I think the point to learn is how Hollywood easily absorbs anything which is popular and makes money out of it. The main method of making money in Hollywood is by selling movie tickets and this is where they strike. Hollywood targets anything people are fond of and will shell out money for and converts it into a movie. It is truly one industry to rule them all. What do you think?

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