New Delhi: Original shows on video streaming platforms are emerging as the new space for remixes of old Hindi movie songs that have been revamped for new movies in recent years. Shah Rukh Khan 1993 hit title Baazigar, Yeh Kaali Kaali Aankhein used in the Netflix show of the same name, and the song Baden Achhe Lagte Hain from the 1976 movie Balika Vadhouused in Disney+ Hotstar Aaryaamong many others, are the latest examples of how music labels are monetizing their catalogs.
Music industry experts have said that the price of rights for an individual song can vary between ₹25 and ₹30 lakh and featuring them on a show can additionally generate renewed interest and increase viewership on streaming platforms or YouTube.
“There’s a lot of value in using retro hits in straight-to-digital web shows and movies. spirit and background of the character and also evokes nostalgia,” said Vikram Mehra, Managing Director of Saregama India.
Over the past few months, tracks like Baharo Phool Barsao (originally sung by Mohammed Rafi for the 1966 film Suraj), Yeh Desh Hai Veer Jawano Ka (from Dilip Kumar-featured Naya Daour) and Lata Mangeshkar Lag Ja Gale (from the 1964 film Woh Kaun Thi?) were used in the original Hotstar The Great Indian Murder.
by Netflix Taj Mahal had used Deewana Hua Badal from the 1964 movie Cashmere Ki Kali and SonyLIV had used Raat Baaqi Baat Baaqi and Jumma Chumma De Deboth photographed on Amitabh Bachchan, among other things for Scam 1992 – The story of Harshad Mehta.
Manu Kaushish, President of Create Music Group, India, a data-driven media and technology company focused on empowering artists and creators, said that when the catalog or classic content is incorporated into a broadcast, the public immediately connects to it and nostalgia sets in. leads audiences to search for the song on platforms like YouTube, Spotify, and Apple, which gives songs a peak in listening and often leads to a snowball effect if the viewer then starts sharing the song on social media or through chat groups on platforms like WhatsApp,” Kaushish said.
Catalog or classical music has the ability to transport consumers to a different emotional time and space and movies have used this very successfully to drive the narrative forward. “As budgets increase, OTT platforms will also start adopting license catalog content to make their content more powerful,” Kaushish added.
A film producer said on condition of anonymity that music labels and artists have recognized the power of licensing over the past few years and now see a level playing field in selling the rights for feature films as well as for the web originals. “It’s about the popularity of the song and how it’s integrated into the show. They can also offer high rates if there is a big producer asking for it, and especially since some of these shows are supported by large OTT platforms,” the person said.
A spokesperson for JioSaavn said that while the remixes featured in the films have received a phenomenal response over the years, the music in the web shows also caters to a niche audience.
“Using classics in new movies or web series almost always results in renewed interest from audiences. Older releases and remixes both see a spike in viewing across different platforms. In the case of a remix, there will inevitably be comparisons to the older version. This also helps drive traffic. Usually, it’s the newer version that garners more streams because the music is current and appeals more to a more popular audience. young,” said Sandeep Lodha, chief executive of audio streaming service Gaana.
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