Ex-Marketing & Content Head of Times Music stated that EDM is already force fitted in Bollywood today, however, unfortunately, most of it is being made by producers who are forcibly briefed to make an EDM banger.
March 13, 2018
By Ang Yi An
“EDM is already force fitted in Bollywood today, however, unfortunately, most of it is being made by producers who are forcibly briefed to make an EDM banger. Electronic dance music requires a lot of understanding and is better when produced by people who have a sound know-how of the genre. Bollywood songs started getting remixed way back in the day and the man to introduce this to our music industry was none other than Bally Sagoo with his album that featured ‘Chura Liya’ and ‘Teri ankhiya nu’, both of which were accepted very well as the sounds were mixed extremely well and went very well with the tracks,” stated Varkey Patani, Ex-Marketing & Content Head – Times Music and Ex-Artist Head HMV Saregama.
“Today people think noise and adding drops makes a hit EDM song – well that’s not the case. Producers like BT, Paul Van Dyk, and Paul Oakenfold are the pioneers of this genre and till date rarely and hardly have any drops in their tracks,” he further explained.
Varkey feels that though the genre holds the potential of leading the entire music industry, it is the mediocracy that does not allow the song to last longer in people’s mind. “Bollywood is only a platform and is not a genre of music that we have made it. If we notice most Bollywood EDM or now BDM songs that get released have a very short-lived shelf life. This is because these songs are produced in a day or two and delivered to the brief and thin deadlines of the production house.”
Citing the example of a recently released musical track, Varkey stated, “One such track that was released recently was ‘Phurr’ from ‘Harry Mets Sejal’ by Diplo. According to me, the track sounded like a complete force fit. So, my only sincere request to Bollywood music producers is that please respect the genre, take your time, and do it well.
But we can’t deny that the EDM bubble has caught on with Bollywood like fire and it won’t be soon when top-ranked DJs will work to bring fresh songs under this genre, after properly understanding the core of the market and the track.