Making a song and dance of it

Making a song and dance of it

big Affair The music launch of Mylari.

Music launches in the Kannada film industry are reaching new heights. What used to be a simple affair to let the public know that the audio of a film is available, has now turned into an important part of the film’s promotion itself. 

Producers are willing to shell out lakhs for a grand launch just to make sure that it is unique.  Recently, one saw director R Chandru spending around Rs 18 lakh for the music launch of his film Mylari.

From an elaborate stage that was erected at Chitradurga, where special dances were performed, to inviting high profile guests from the industry, Chandru did it all! Says the debutant director, “Music plays an important part in any Indian film. There is no way we can ignore it, so celebrating a music launch along with  the public not only spreads the message but also makes them look forward to the release.”

Inviting VIPs to launch the music has become a common trend too.  Though some filmmakers like to keep things private by releasing their CDs at five star hotels, there are also those who make sure the public is an essential part of the launch.

Cheluveye Ninne Nodalu saw a huge road show in Mysore where the public was openly invited to witness the launch. “With music now being easily available online, the enthusiasm for a new film’s music has decreased. That forces us to organise launches on a grander scale to attract people’s attention,” says Raghuram, the director of Cheluveye...

Some filmmakers like to take things to a different level and bring in creativity to their launches.

If Veera Parampare’s music launch was held in a cave-like venue, Meghave Meghave saw the music release taking place on a flight. For a film called Nagashakti, a snake charmer was brought to the launch! “There is no need for such elaborate launches,” says Velu from Lahari Audio.

“These launches only give the required hype to a film but unfortunately, more than 80 per cent of them don’t live up to the expectations since the quality of music as well as films has decreased tremendously,” he adds.

Agrees Mohan from Anand Audio, who says some of the main things that these launches miss out on are the people who have worked behind the music.

“One hardly gets to see the voices behind popular numbers or even the company that owns the audio rights. I personally feel such launches don’t really boost the sale of the CDs but are helpful if done in a proper way,” says Mohan. “Making the launch more interactive and including the public helps to an extent. But in cases of films like Mylari, the music speaks for itself. We managed to sell around 22,000 CDs on the first day the music hit the markets. Moreover, this took place even before the official launch.”

But do these grand launches help curb piracy? “Not at all. Piracy is a battle that we have to fight constantly and curbing it is a distant dream for the music industry,” says Mohan.

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