Indipop is serious business these days

  • Indipop is serious business these days

    Tuesday, April 7th, 1998

Indipop , a term used for anything ranging from "discofied" bhangra in the Daler Mehndi league to the devotional sufi-pop by "Junoon" , is thye latest buzzword among the music companies. This genre has yodelled its way into 10 percent of the music market in India vis-a-vis the two percent whimper by the Western artistes, claim music companies.

Indian pop music has finally buried all its insecurities about identity and longevity because, as all claim, it is here to stay and stay on style, it has gradually become less infra-dig for the hardcore Western types and more "melodious" for listeners of the big brother Hindi film music, say the aficionados. However, the music companies say the Indian pop listener is choosy when it comes to investing in albums.

"There may be many artistes displaying their wares. But people are very selective. This explains why singers who have made it to the top of the charts are those who have genuine talent. Lucky Ali, Colonial Cousins and Junoon have produced some good original scores," said Suresh Thomas from BMG Crescendo. Despite the Various television countdowns, the buyers know that all that glitters on the silver screen is not gold. "It is never enough just to make a good video. If the music is not good, the novelty of the music wears off. People are not willing to buy the cassettes until they are sure they will enjoy the music on it," said Mr Thomas. "Indian pop has to improve both in quality and quantity. So far, it was used for a fast buck. now companies are realising the long-term implications and are willing to make investments." he added.

Atul Churamani from Magnasound also felt that the music though not nascent anymore was still on its way to the crescendo. He said: "As more and more people try the field out, there will be more breakthroughs. Good artistes will stand out from the rest and set an example for the next generation of singers. "There was hardly any attempt before Baba Sehgal set a precedent in 1992. Since then, companies have seen an alternative to film music in this category. Now they are making concerted attempts to tap the talent in the country and create pop stars.," he said. Part of this much mash culture is the currently trend of inundating the audience with the remix versions of old and new Hindi film songs.

Defending the practice, Mr. Thomas pointed out: "These songs have been appreciated for their lyrics and melody in the past. All we do is produce them again in the language of the present. In the West too any new release has two or three remix versions." Singer Sonu Nigam felt that in all the cacophony, a few enduring strains were quite audible. He said: "While 60 percent of the pop singers today have gate crashed their way into the field because of the vacuum, the rest are authentic.

Source :- Times of India By Saloni Meghani