New address for music launches

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Before a film releases its music is what the audience get connected with

The music launch of Talaash will take place in a sleazy hotel. The team is trying to recreate the ambience of a red light area and building an exact replica of Hotel Lido from the film’s set. But Talaash is not the only film that is being talked about for its music release. Creating a buzz around the music launch seems to be the latest trend in Bollywood.

And for that filmmakers are willing to do anything. Recently, Rowdy Rathore’s music was launched in a Mumbai chawl, Heroine’s music was launched at Siddhivinayak temple, Rani Mukerji also donned a South India avatar for the music release of Aiyyaa, OMG Oh My God’s music was released on the sets of Indian Idol and British model Scarlett Mellish gave a performance at Shanghai’s music launch.
“Sometimes music becomes the highlight of the film. If a film’s music is a hit then box office success chances also increase. The industry is finally realising the importance of music and therefore everyone is trying hard to make music launch a sensational affair,” says singer Naresh Iyer who sang Dost Hai for film Ekk Deewana Tha. The film was a talked about but much talked about was the release of its music that happened in the glorious backdrop of Taj Mahal.
Earlier music launches used to be a simple affair but now they are a part of promotion strategies, says Rock On film director Abhishek Kapoor. “When at the music release of Rock On Farhan Akhtar grabbed the mike to give a performance, the response we got from the crowd was overwhelming. Since it was a rock musical film we knew that it’s important for the music to be a hit, and the surprise performances at the music launch definitely worked,” adds Abhishek.
Before a film releases its music is what the audience get connected with, says general manager of T-Series Ajeet Kohli. “Many times people remember the songs but forget which film it is from. This is the power of the music that we are trying to capture,” says Ajeet.
These much talked about music releases are also bringing the music artists like music directors and singers in the limelight, says Arko Pravo Mukherjee, music director of Jism 2. “Usually actors are at the forefront of the film publicity. But with music launches becoming truly different events we are also getting our due publicity. Audience are also realising how much work and effort goes into making of the music,” adds Arko.