Music might not be the heart of the film but it is such a key element in the project that it altogether elevates the viewing experience. It is such a thing that has been said since the 1930s in India and with the spans of so many, like any other thing, music has also evolved.
Changing soundscape of Indian cinema
The soundtracks in Tollywood and Bollywood over the last five years show how the musical aspect of filmmaking also changes with time. The musical styles, technology, audience engagement, and monetization strategies have also kept up with the times. Now the music has a touch of that modern vibe, that taste of the growing digital savviness in the music the audience now enjoys.
When speaking of composers in the South Indian films, we recently see musicians like AR Rahman, Thaman, MM Keeravani, Anirudh Ravichander, Devi Sri Prasad and others have had a huge impact in elevating the tunes by including Indian musical roots with global genres such as EDM, trap, and world music.
From regional to global
A huge moment came when the Telugu song 'Naatu Naatu' from 'RRR' won the Academy Award for Best Original Song in 2023. That recognition, coming from a Telugu-language composer and film made India's regional film music compete on the world stage, and it changed expectations overnight about what a South Indian soundtrack can do overseas.
Thaman's impactful background scores and chart-topping tracks have an energetic and modern sound that appeals to today's generation, while Keeravani's global fame from projects like 'Baahubali' and 'RRR' shows Tollywood's international reach. Anirudh Ravichander has also emerged as a favorite with his innovative and vibrant compositions, gaining pan-India recognition with 'Jailer', 'Leo', 'Jawan' and more.
Bollywood has seen stalwarts like Pritam, Mithoon, Sachin-Jigar, and Vishal-Shekhar continue to shape music with melody, rhythm, and global influences. The industry has gone to a trend toward high-energy beats and catchy choruses suited for digital virality, including hip-hop, rap, and EDM elements.
A.R. Rahman on audience evolution
According to a report by Rahmaniac.com, the 'Tera Bina' composer shared his take on the change in music. "Audiences used to expect some songs to be special. Now they want every song to be special. We try and achieve that standard but only a few songs are truly special. Expectations are much higher today," he said.
He further shared about how some people not listen to Indian or Western classical and don't listen Indian film music.
He added, "Most people's taste in music is largely defined by a combination of cultural influences. We all like mixing and matching, so fusion music is popular now. There is a kind of mutual growth that takes place. You grow because of them and they grow because of you. But I guess it’s impossible to generalize about what Indians enjoy in terms of music. Musical taste is really broad here. I was listening to the most unusual sounds when I was growing up."
As per a TNN report, Kavita Seth, singer-composer, emphasizes lyric authenticity over manufactured catchiness, warning against over-dependence on social media trends which may undermine lasting musical value. "Lyrics are the heart of a song for me. I can’t compose music without a connection to the words. It’s not about creating a catchy tune on demand. While social media can undeniably boost a song’s popularity, I believe a song’s true worth lies in its authenticity. Paid promotions might offer a quick fix, but they’re a shortcut, not the path to lasting success," she said.
The role of social media in modern music
Soundtracks have become a hybrid economy, equal parts cultural expression, marketing engine and digital product. One can say composers are now cinematic architects and pop producers at once. Social media has become a crucial player in music promotion and discovery. Platforms like Instagram and YouTube Shorts have turned every listener into a potential promoter.
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