Yesterday I put out a kind of no news-news discussion post about why “Phurr” was having a limited pay only release, and why this wasn’t actually “news” it was just the first officially promoted version of something that had been happening in a low key way for a while. And now that is even more true because, poof! Youtube video!
What I said yesterday is that there’s some reshuffling in the music industry as people try to figure out what content needs to be free for promotion purposes and what should be paid for. But this is slightly different in India because the most popular songs are usually from movies, and their primary purpose is to promote the film, not be a thing on their own. And today I am slightly vindicated, after a whole 24 hours of “Phurr” being only available on itunes or Saavn (which you have to pay for), now it is on youtube with a video to help promote the film. Because that’s what it’s really all about.
So, this is like exactly like what has been done before? Raees soundtrack, originally only on Gaana and youtube, then moved to all the other services. And there have been a fair number of soundtracks recently that were only on Saavn (none of which I can remember at the moment, but I know there have been). So the only difference is that the official song video didn’t release at the same time as the song.
Oh, but now that there is a video and it is available for everyone to watch/listen, we can talk about it! I think I might be too old for Diplo? I am finding myself thinking things like “back in my day, songs had actual melodies to them! What’s this crazy electronic sound, whatever happened to instruments and music?”
I am also thinking “what is up with the bonkers artsy inserts of slo motion dancers?” Again, possibly too old for this. But I am longing for actual choreography and fancy costumes and stuff, not this consciously low budget look. Boooo!