Monday, 28 November 2011

Why This Kolaveri Di, Why?

Sometimes something unexpected happens and there is absolutely no reason behind it. The viral of Why This Kolaveri Di from the film 3, is one of them. This "soup song" about a boy's feelings after he has broken up with his girlfriend is a huge hit and has even been endorsed by Amitabh Bachan, Karen Johar and other stars of music and screen. The song is so popular that it even has its own T shirt!

But unlike the rest of India, I hate it! Unlike the usual hit songs I blog about, the lyrics are silly, the video is boring, the are no beautiful people dancing and I think that is part of its appeal. The film and music industries bombard us with flashy videos and catchy beats which can start to look and hear the same after a while. This song is so different that it was either going to be a massive flop or a massive hit.

There are a few other reasons why it has become such a hit. The lyrics are simple to remember and easy to sing along to. The lyrics are also easy to quote on twitter or facebook. The subject of the song, problems in love,  is something that many have experienced. The language of the song is also important. By singing in a mix of Tamil and broken English, Dhanush has ensured that the song appeals to a range of different backgrounds

It's interesting that this song was leaked like Chammak Challo from Ra.One. But instead of moaning about it, the directors of 3 went ahead and released the final version complete with a specially made video. They are now reaping the benefits of this quick thinking and have created a massive international buzz around a regional film that will not hit the screens until January. It is a marketing executive's dream.

According to the director, "kolaveri di" translates as "a murderous rage" and there are reports that husbands are singing this song to their wives. It takes a lot to write a hit song, but this song was apparently written in just 20 minutes and does have a slightly improvised feel to it which just adds to the appeal.

The success of this song must be making music directors think. Why This Kolaveri Di has broken the rules of what makes a hit song. I predict numerous songs in the style releasing soon to try and recreate the success that this song has had. Only music listeners can decide whether they will succeed in being as successful as Why This Kolaveri Di.

Check out the list of Why This Kolaveri Di remixes!

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