Okay, so each concept begins off as an excellent advertising and marketing technique for a one-time factor. Then it turns into profitable as a result of it was an authentic concept. Then everybody follows the very same technique with the hope that they’ll reap the identical advantages that the unique one-time factor did.
Does it work? Typically. Does it fail? Typically – however nobody appears to care anymore as a result of by then it has turn into an trade normal. Dare we ever cease one thing or reverse our plan of action as soon as one thing has began!
Which brings me to the extraordinarily annoying pattern of late that’s been gaining steam, and I can’t actually appear to determine what the reason being. On the announcement of Ranbir Kapoor and Alia Bhatt’s wedding ceremony, the crew behind the upcoming movie Brahmastra launched a teaser not of the film, however quite the track “Kesariya”. And whereas usually this is able to simply be a YouTube second, the Sony Music Leisure India Pvt. Ltd crew determined to additionally concurrently launch an audio teaser for the track throughout all music streaming providers.
Why on Earth would anybody wish to take heed to 44 seconds of a track on repeat? Now, the teaser launched on April 14th, 2022, which implies a couple of month has already handed for the reason that track, or a minimum of a part of it, was shared with the viewing viewers. Whereas I perceive that 15 seconds is now the brand new full-length track, what precisely was the crew considering whereas releasing a snippet after which not following up for months on finish at this level?
In an period the place what releases per week in the past looks like yesterday, when will our execs be taught that teasers can’t go on for limitless timeframes? This isn’t the primary time this technique has been used. I bear in mind very clearly that a number of years again, the title track for Kalank was launched as an audio trailer many weeks previous to the discharge of the total track.
Maybe the crew is so assured of the track’s chartbuster standing that they wish to set the stage for an extended shelf life. However this present day, is it actually value sharing something only for likes and a few performs?
I’m wondering this as a result of I take into consideration Pritam, Amitabh Bhattacharya and Arijit Singh – the three music abilities behind the brand new track (by the way they had been the identical crew behind the Kalank track too). Are they completely satisfied that their track is launched and can now doubtless be endlessly remembered solely as a Reel snippet? It’s one factor when a portion of a track is used after the discharge of the complete observe for TikTok movies, and it’s one other factor to introduce music in these quick snippets as a place to begin.
A part of the argument most would have is that YouTube and movies are the one method to construct hype and momentum. And so consequently, why limit it to YouTube solely when different platforms can promote a product for the crew in the identical method?
Which is the place the issue lies, a minimum of for my calculated thoughts. Are teasers actually music? Ought to Spotify actually be okay with having a teaser be listed in its charts or any countdown when the track is actually not a track however quite a jingle for a movie?
If I had been operating the audio-streaming providers, I’d cease audio teasers altogether. Why would a label decide to pay for advertisements after they can simply use the platforms to tease their upcoming releases? In essence, Spotify is the free publicity car for promotional materials.
I’m positive many would disagree with my perspective and consider that music in all kinds needs to be allowed to be launched by the homeowners in no matter type they select. My concern is much less in regards to the cash, the manipulation and even the advertising and marketing – it’s extra in regards to the integrity of the music and the musicians themselves.
It’s already difficult sufficient to seek out and take heed to music with out listening to an advert earlier than the track or video begins or ends (let’s not even begin with “Papa Mummy ka Sa Re Ga Ma”), however with music now being packaged in smaller and smaller models after which these smaller models being packaged as a full expertise value the identical benefit as the total observe, it’s actually diluting the worth of the music and all of the efforts of all of the artists concerned.
I don’t know the place we’ll go from right here. It appears a bit hopeless at this level, as a result of the trade has turned music from one thing that may be loved and revered into one thing that must be utilized and pushed ahead in as many marketable packages as attainable.
It’s no marvel that such a boring remake of the unique “Bhool Bhulaiyaa” from “Bhool Bhulaiyaa 2” turned such a rage. There was a familiarity, nostalgia and an entire lack of originality, which in some methods made the track much more endearing as a result of it was an advert with a brand new up to date package deal. Little wanted to be completed to simply get issues again in movement.
On the finish of the day, an audio teaser could play for a day or two, max per week, earlier than the total launch may fit for hype – any timeframe past that’s simply inexcusable. Streaming providers have to get up and never let labels use their platforms for advertisements, or they need to a minimum of take away the teaser after seven days – it’s not truthful to the artists concerned or different artists on the service to compete with a jingle. Let’s name teasers what they’re, and sufficient with them!