When it comes to the Indian regional music industry, the commercial success of Punjabi music can single handedly put the sales of mainstream Bollywood albums to shame. The dominance of independent albums over mere movie scores is something the mainstream Bollywood music artists are still struggling to achieve. While we do love a soulful rendition of Arijit Singh or Atif Aslam from time to time, nothing screams “let’s party” like a peppy Punjabi number. Even though every state of India speaks a different language and has its own distinct culture, it is seldom that you can find a club anywhere in this country that is not blasting Punjabi song mixes throughout the night.
PUBLICITY to rule this party season?
GURI’s new song Publicity is his comeback after the humongous success of his last track Sonheya, which was released two months ago under the label of Geet MP3. The new song, under the same record label, was released on several platforms including YouTube, iTunes, Apple Music, Google Play, Spotify, Gaana and Saavn on 26th January. And within 4 days of its release the music video on YouTube has garnered over 3 million views. It is no surprise that the song has already been received so well among Punjabi music lovers.
It has all the right ingredients in right proportions: a foot tapping tune, a well produced music video and the right amount of hip-hop and pop fused music arrangement paired with the strong vocals of GURI. It takes one to listen to his voice just once for it to leave a strong impression behind with its strangely well-balanced texture of both pop and typical Punjabi folk. Perhaps that is why he rose to fame so quickly after his debut in 2016 with the song Mashooq Fatte Chakni.
The music video alternatively shifts between a short narrative and a few dance sequences. Fareham Film Productions has provided for very impressive set ups and major props to art director BLACKK for nailing the right essence of Punjabi pop through the video. The rather simple hip-hop bases choreography has been done by Sumit and it fits really well with the medium paced song. The song also features a fresh face, Isha Gupta, who debuted her music video discography with this song.
The song is already trending on YouTube and that makes one think exactly how wide is the magnitude of the reach of Punjabi contemporary music?
The Phenomenon of Hit Punjabi Albums
The base already enriched by the folk tunes and instruments, the Punjabi music industry has been able to assimilate EDM, pop and hip-hop elements as its own. The result is a wide spread genre that appeals to a large intersection of audience, be it native Punjabi speakers, or non-Punjabis, be it in India or overseas. The global rise of stars like Diljit Dosanjh or Hardy Sandu or Badshah or even GURI for that matter, is not a new phenomenon. Daler Mehndi’s Tunak Tunak went viral even before going viral was a thing. The song is still so popular that Kim Namjoon, the leader of BTS, the most internationally renowned K-Pop group, does remember performing it as a kid. Such is the relevance of Punjabi pop. And this song is definitely one more addition to the long list of chart toppers that the Punjabi music industry has gifted the world with.
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