Bollywood Independent Music

Dhvani Bhanushali’s ‘Vaaste’ begins a path-breaking journey on the Digital Platforms

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Having delivered two big hits ‘Dilbar’  from the film Satyameva Jayate and her first solo single, ‘Leja Re’ and second solo single ‘Main Teri Hoon’, the 21-year-old singer Dhvani Bhanushali is back with her fourth song a soulful single ‘Vaaste’ with T series, she being recently signed as their in-house music talent. The track is receiving a stupendous response which is evident from her increased fan following and streaming’s across all digital platforms like Jio, Saavn, Hungama, Spotify, Tiktok, and YouTube with 153 million views till date.

Talking about her latest single ‘Vaaste’ and the inspiration behind the song Dhvani says” Vaaste is composed by Tanishq Bagchi. This composition happened to be one of his first compositions that were lying in his music bank. So we just happen to listen to it and the entire T-series team liked it. Azeem Dayani being the part of the project, we all decided to go ahead with this song to create a single,and I sang it with Nikhil D’Souza.”

“Directed by the talented duo Radhika Rao – Vinay Sapru, It’s a very light-hearted theme with which every youngster who’s watching it on social media could relate, as the story revolves around a breakup between a young college going couple and how the girl finds her new love with the help of a broken phone. It was exciting working on the project but has become more overwhelming since the story’s monologue turned into a lot of memes all over the social media,” added Dhvani.

Looking at the production of music in the Indian film industry, we find that in the year 2018 many films performed well on the box office, but did not have great music tracks films like ‘Raazi’ had no music, ‘Stri’ had few songs and ‘Andhadund’ had no songs at all. While many singles released during the entire year on the YouTube channel began a path-breaking journey.

Talking on the emerging trend of singles in the Indian music Industry, Vinod Bhanushali President – Marketing, Media & Publishing T series said, “So looking at the scenario in Hindi film industry, a film sometimes has songs or no songs. So we observed that singles were an ideal medium as they were like short audio films that had stories to connect with the audience and the target age groups. So it is all about creating a great concept, recording the song and finally producing the video around it, that showcases the entire tale in  3-7 minutes. Singles are  ideal to tap today’s mobile-savvy generation that is constantly switching the platforms being on Facebook, WhatsApp, youtube or on emails as they also share the content that they like.”

Talking about creating a digital marketing plan for the T-series talent, Vinod Bhanushali said,” For every artist, T-Series has an extensive digital marketing plan which is based on the artist’s success and track records for previous songs, fan following likability of voice, face value and tonal quality, on the basis of which the target audience is pitched. We analyse all the data based on the responses of the audiences to create algorithms on the basis of which we promote an artist on various digital marketing  platforms.”

T-Series also keeps in accounts the skills of the artists to either only make them sing or also to feature and dance in the song video. Dhvani has been much appreciated for her singing, dancing and acting skills in her videos. Her first single with Guru Randhawa ‘Ishare Tere’ reached 350 million plus views on YouTube which proved her likability to be featured as a pop artist as she was appreciated both for her voice and screen presence, while the video also gained popularity amongst the Guru Randhawa fans. While in her third song ‘Leja Leja’ too Dhvani proved to be not only a listeners delight but a viewer’s pleasure, as many youngsters and teenagers followed, liked and subscribed her in huge numbers. The song touched 50 million streams on Gaana showcasing her strong connect, developing with the audiences. 

Dhvani set her foot into Hindi film industry with playback singing for Sonakshi Sinha in ‘Welcome to New York’ with the song ‘Ishtehaar’ along with legendary singer Rahat Fateh Ali Khan followed by ‘Dilbar’ her third release which broke all music records on TV, Radio and digital platforms. She had been on the international charts of Billboards YouTube charts by being on No.3. and becoming the first Hindi film song ever to feature in Billboards Top 10, that showcases her popularity with the global Indian community across the world, displaying her immense potential to making it big as a pop star. The song that has around 965 million views across YT till date, garnered 20 million views in just 24 hours of its release making it the first Hindi song to accomplish it.

As per its marketing plan for the artists, T-series showcases its talents on the Digital Music channels, OTT and reality shows on television. As a T-series signed artist Dhvani has made appearances on popular television shows like the Kapil Sharma show, Saregama, Super Dancer and Rising Star where she has performed ‘Leja Leja’ and Vaaste’ in the span of one month of its release receiving a stupendous applause by both the live and online audiences in terms of getting views, likes and subscribers on her videos. She received views, likes and huge numbers of subscribers on the T series channel on YouTube in where she has been appreciated both for her stunning looks as well as beautiful vocal renditions.

After the stupendous success of her past songs and the latest single ‘Vaaste”, the T series showcased her across various platforms like the Radio Mirchi Awards telecasted on colors channel. What makes this 21 years old distinct is her extensive training in not only Hindustani classical and western music but also her dancing skills having learnt  Zumba for almost a decade at Shaimak Davar’s Academy.

Talking about company’s advertising spends and the number of audiences reached on the digital space, Vinod Bhanushali says,” The budgets do go on Television and digital promos but for T series rather than the monetary investment, it’s more about providing performance platforms for our artists and creating a Brand value for them. The company has huge budgets for digital promotions as we buy yearly, but the major chunk of the budgets go into the research on which song the singer should sing and next comes the production of the song videos. It’s all about showcasing the right talents and today Dhvani has over 1 Billion views in the span of the last six months on digital. While the streaming sites show an  exact amount of penetration and reach, through view count, likes and subscribers and that is how we get the digital numbers.”

Today T- series happens to be the world’s largest subscriber company on YouTube with 90 million subscribers that stands strong as a market leader, which competes to excel in its growth every year.

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