How Bollywood Music Conquered The Songless Sanctuary Of OTT Space?

The landscape of entertainment has witnessed a significant shift with the rise of Over-The-Top (OTT) platforms, which have revolutionized the way we consume content.

In the year Netflix arrived on the scene, the streaming platform became an overnight sensation, captivating audiences around the world with its vast library of content and unparalleled convenience. OTT suddenly transformed from a niche concept to a global phenomenon, and people started liking it , surpassing the popularity of traditional Bollywood cinema.

As OTT gained prominence, It piqued the interest of Bollywood stars themselves. Acclaimed actors such as Shahid Kapoor, Aditya Roy Kapoor, Anil Kapoor and many others saw the potential in this digital realm and made their foray into OTT, marking a significant shift in the industry. These Bollywood luminaries recognized the immense reach and influence of the platform, which offered them an opportunity to connect with a broader audience on a global scale.

With the influx of Bollywood talent, the lines between the silver screen and OTT began to blur. With A Introduction of songs, some critics argued that OTT content was becoming a mere reflection of Bollywood, often resembling a copy of its larger-than-life song-and-dance routines. Audiences were left questioning whether the charm of OTT lay in its originality or if it was merely replicating the tried-and-tested formula of Bollywood.

So, The Big Question is: Has the Bollywoodization of OTT begun,Was it inevitable? Has Bollywood Music conquered the OTT space?

According to renowned Bollywood Music Composer, Tanishk Bagchi,”Bollywood films have a massive fan following, and songs are an integral part of that appeal. By incorporating similar song sequences in OTT series, makers aim to attract viewers who enjoy the familiar Bollywood style. It's a conscious effort to tap into the audience's preferences and provide them with content that resonates with their cinematic experiences.”

The introduction of songs and dance sequences in OTT shows seemed to fuel this debate further. Some viewers welcomed the addition, as these musical interludes brought a touch of familiarity and nostalgia to the platform. Others, however, expressed concern that OTT was losing its distinct identity and succumbing to the pressures of commercial success by mimicking Bollywood's formulaic approach.

Meet Bros, Singer Music Composer added,” Our relationship with the Bollywood platform is like an amalgamation and marriage within the family; both will support each other as long as the content is king, which is the latest craze around the world. As long as content is entertaining and the audience finds it gripping, drilling, musical and dramatic, comedy and romance in the air and on the OTT platform, Bollywood is only like additional decoration on the OTT platform, but the distinctiveness will never fade from the OTT platform. Because the core identity of this platform is a format that is very real and relatable, So each has its own style; it's like comparing Sharukh, Salman, and Amir Khan; they all have their own personalities and styles, and they are all brilliant, yet they are a part of Bollywood. So, OTT and Bollywood are just like cousins in the same family, so you cannot conquer your own family.So, I think the relationship will go beautifully between the OTT platform and Bollywood; both are supporting each other and adding value. I am very happy because our recent film "Satyaprem ki Katha" has our music, and now we are getting offers to do OTT platform music also. People are loving our song "Gujju Pataka," which we have sung, and because of that, OTT platforms now want us to give those kinds of wedding songs and garba songs in a couple of shows. So we are happy that both Bollywood and OTT are complementing each other.”

So, why did OTT decide to include songs and dances if it risked diluting its unique appeal? The answer lies in the desire to cater to a diverse range of audience preferences. While some viewers appreciated the absence of songs in the early days of OTT, others yearned for the emotional connection and cultural significance that songs bring. Incorporating musical elements allowed OTT to attract a wider audience and bridge the gap between traditional Bollywood enthusiasts and those seeking a different narrative experience.

“Bollywood is a recent term but the traditions created out of Hindi cinema don’t come from outside influences only, the heavy inclusion of songs comes from a very deep music and poetry loving core of the South Asian people. Also we are now attuned to music, poetry and visuals creating a combined onscreen effect. Hearing a song situates us in a familiar “desiness” almost immediately no matter what the story is. To be fair background scores are important for all cinema its just that for us these include a few more foregrounded songs, that’s all. I mean, for many decades music coming from cinema has been the primary expression for the country’s best voices and poets”, says Zeb Bangash, South Asian artist, Singer, Songwriter and Composer

Rather than being a mere imitation, the inclusion of songs and dances in OTT content can be seen as an evolution of the platform, embracing the vibrant spirit of Bollywood while maintaining its own distinctive characteristics. It is a fusion that attempts to strike a delicate balance between traditional storytelling and the demands of a changing landscape.

Gaurav Dagaonkar, Co-founder & CEO, Hoopr says,”The evolution of OTT platforms is leading to many new developments in the media and entertainment space. Including songs in web series is one of the significant shifts the industry is witnessing although these songs are adapted to suit the nature, rhythm, and pace of the OTT platforms. Songs have always been considered an important tool for telling the story and taking the narrative forward, and their use in OTT platforms is also serving marketing purposes by augmenting their appeal among prospective viewers. The distinctive place carved by OTT platforms is very much reflected in the unique flavour and tone of songs. OTT productions are using music that is an interesting blend of music that is similar to traditional Bollywood music as well as music that is quite different from the same. The willingness of these platforms to utilize music which doesn’t necessarily conform to pre-existing norms has been quite interesting to see. Additionally, these platforms are also paving the way for new formats of acquiring music such as sync licensing among others. At the same time, there is an ongoing fusion between Bollywood and OTT platforms that is generating many opportunities for content creators, music artists, and lyricists and in time, this collaboration is likely to create a win-win situation for all stakeholders in the entertainment industry.”

OTT's journey from a songless sanctuary to a platform housing Bollywood stars and musical sequences showcases the adaptability and versatility of the entertainment industry.