For the last few years – and for better or worse – it has been nearly impossible to enter a bar, club, gym or salon in India without hearing the auto-tuned stylings of Senagalese-American pop star Akon.
The same is true today. Only now he’s singing in Hindi.
The same is true today. Only now he’s singing in Hindi.
Akon is part of a new crop of Western artists looking to tap the vast Indian market the only way possible: through its movies. India’s film industry revenues contracted by 6.7 per cent in 2010, down to 83.3bn rupees ($1.7bn) from 89.3bn rupees ($1.83bn) the year prior, according to a KPMG report. The authors note that the decline was mostly due to the poor quality of the films released that year.
The music business, meanwhile, grew from 7.8bn rupees ($159.5m) in revenues for 2009 to 8.5bn rupees ($173.8m) in 2010, according to the same report. As digital downloads increase, industry revenues are projected to more than double to 19bn rupees ($388.7m) by 2015.
The majority of those revenues, industry experts told beyondbrics, come from songs featured in Bollywood movies – because they appeal universally to the entire family, from children to teenagers to parents to grandparents. Akon is featured on the soundtrack of next month’s Ra.One, said to be the most expensive Bollywood film ever produced, and finds the singer performing in Hindi.
Stars like Akon – the singer of “Smack That” – and Ludacris – whose hits include “Pimpin’ All Over the
World” – might not seem universal in their appeal, especially in traditionally chaste Bollywood. But Snoop Dogg – who once directed a pornographic film under the name Michael J Corleone – proved three years ago that a risqué past no longer translates into failure in India.
World” – might not seem universal in their appeal, especially in traditionally chaste Bollywood. But Snoop Dogg – who once directed a pornographic film under the name Michael J Corleone – proved three years ago that a risqué past no longer translates into failure in India.
The California rapper was featured in the hit title song for 2008 blockbuster “Singh is Kinng”, and subsequently opened up opportunities for other western artists in India. British-born Surjeet Singh who, along with his band, RDB, produced the track and set up the collaboration, said because of the song’s success, foreign musicians are beginning to realise that Bollywood is the way to reach the Indian market.
“A lot of these international mainstream artists … have a keen idea to get their sound to India,” Singh, who is also the director of Three records, told beyondbrics. “And the way they’ve seen that the industry in India really works is through film – the Indian film industry is the music industry itself.”“While soundtracks aren’t that big in Hollywood, it’s the main music industry in India, so the only way to [get] the audience in India is to do a Bollywood film,’ Singh added.
“A lot of these international mainstream artists … have a keen idea to get their sound to India,” Singh, who is also the director of Three records, told beyondbrics. “And the way they’ve seen that the industry in India really works is through film – the Indian film industry is the music industry itself.”“While soundtracks aren’t that big in Hollywood, it’s the main music industry in India, so the only way to [get] the audience in India is to do a Bollywood film,’ Singh added.
Three Records connected American rapper Ludacris with “Singh is Kinng”-star Akshay Kumar for his latest production, “Speedy Singhs”, about an all-Indian hockey team in Canada. Last week, the rapper performed in the southern city of Bangalore, for the opening ceremony of the Nokia Champions League T20 cricket tournament.
Sports will also bring Lady Gaga to India next month, for the inaugural Formula 1 race in Delhi. The artist, known for her outlandish costumes and sexual lyrics, will play at the opening ceremony and an $800-per-head after party at a Delhi nightclub.
The man who discovered her, Akon, won’t be performing at the event, but his latest song, “Chammak Chalo”[video above], is sure to be heard somewhere at the festivities…and at every bar, club, gym and salon in India…