Relaunch of old hits big draw on streams

livemint.com:

New Delhi: Despite the recent controversy surrounding the reboot of Pasoori in Kartik Aaryan’s Satyaprem Ki Katha, the music industry has been seeing a surge in popularity for revamped versions of old hit songs on audio streaming platforms and music labels. Recent remixes, such as Tip Tip Barsa Paani, Bhool Bhulaiyaa and Manike have climbed to the top of the charts, justifying the investment in acquiring the rights for these tracks. The success of these revived classics is attributed to a sense of nostalgia that strikes a chord with the audience, particularly the young demographic, said industry executives.

“The new versions of old popular songs have an upper hand because people already know them and the new avatar and packaging only adds to the appeal. Our primary audiences are youngsters these songs are a positive for targeting them," Kumar Taurani, managing director, Tips Industries, said. In fact, controversies and trolls online often play a role in ensuring good publicity for songs and films, Taurani added.

Besides, a new trend of reviving classics takes an innovative approach, where the main hook from an original composition is retained, while the rest of the song is recreated with fresh lyrics and melodies. The strategy has been successful for Tips Industries Ltd with hits like Ole Ole 2.0 from Saif Ali Khan’s Jawaani Jaaneman and the recreated version of Chamma Chamma. However, while traditional remixes have taken a backseat, remakes emerged as the preferred choice for music enthusiasts and creators, said Padmanabhan N.S., head, artist and label partnerships, Spotify.