![]() I tease my brother Armaan, telling him that he was smart to have chosen the guitar, because girls like boys who play the guitar. He recounts, “At the age of eight, I was gifted a small Casio, and thereafter the piano became my whole life. “I really loved Manoj Muntashir’s lyrics, and singing with Shreya Ghoshal was another big plus,” says Amaal.Īmaal’s association with good music runs deep. In my songs, you won’t get that halki poetry that seniors complain about.” Pyar Ek Tarfaa speaks of an emotion nobody has ever managed to capture in a song earlier: the feeling that both individuals, who form one couple, feel that they love the other person more. But if you ask me to choose my style, it would be Main Rahoon Ya Na Rahoon or Pyar Ek Tarfaa-beautiful lyrics and a good melody. I managed to do a Kar Gayi Chull and a Bol Do Nazara. I have been very lucky to get different opportunities. I understand that music is a business for producers and music labels, but I strive to strike a balance between making a hit song and retaining my musical integrity. He insists, “I am very pure and artistic about my music. This is why Amaal attests that his focus has never swayed from creating good music. ![]() (Amaal and his brother, Armaan Malik, were featured on the cover of HT Brunch in September 2020) It’s a ruthless world on social media.” © Provided by Hindustan Times Otherwise, it will be shut in 20 seconds. ![]() The musician cautions, however, that ultimately “it depends on your content. I do make Reels sometimes, but I make sure they are a little more artistic compared to everyone else’s Reels.” For the younger generation, it’s Instagram. I also put links to my songs on my Facebook page because they have a lot of reach. I did an exclusive broadcast for their listeners and my fans were very excited to hear about stories and moments from my life. “For Pyar Ek Tarfaa, I have collaborated with Gaana, one of the most important streaming apps in the country. Strategising among different platforms is an acquired skill. When I go live on my own Instagram handle and talk to my fans, I am always ready to answer all questions,” he says. When I feel I need to speak out, I always do. He holds ‘ask me anything’ sessions on social media and rarely resorts to a ‘no comment’ statement. People should know them for themselves not an image they have created.”Īmaal has invested time and effort in staying connected with his audience. I would tell every young artiste to build such a relationship with their audience. That obsession and love comes only by being yourself with your followers. They are obsessed with the music, but they love the artiste for who he is. and that is a very important relationship. “More than my music, they love me for me. The numbers may be on a different scale abroad, but the faith Amaal reposes in his fans brings to mind international pop superstar Taylor Swift’s devoted fandom, labelled ‘The Swifties’ who have been indulged by Taylor, and now collectively form an extremely influential interest group.Īmaal has some sagacious advice for young artistes looking to amass a fan base of their own. I think it’s beautiful the way they celebrate my videos.” My fans literally play my music to people and say, ‘Hey, check this song out, it’s by our idol.’ I decided to feature in the Pyar Ek Tarfaa video because of the love of my fans on Twitter and Instagram. But my 1.6 million fans are as strong as 160 million. There are artistes with 10 times the numbers I have. You stand out when you have true followers. Every day there is a new song, a new video, a new podcast. I would not have had that support if I did not have my fans. He has over 5 lakh followers on Twitter and 16 lakh followers on Instagram his YouTube channel has around 1.5 lakh subscribers.Īcknowledging the role that social media has played in shaping his career, Amaal points out, “Even if you do a song with the biggest stars of the country, you need to support it. The 30-year-old composer of songs such as Sooraj Dooba Hai and Kaun Tujhe is barely seven years into the profession, but is already a heavy hitter across multiple social media platforms. So, how exactly do outliers make their presence felt in an entertainment space supersaturated with new content? Musicians like Amaal Mallik have nailed it-they have astutely turned to various social network platforms, and independently built up a loyal audience, and a strong brand centred around their own personas. “Today, just placing a song in the musical marketplace does not work that thinking belongs to a very different time,” says composer-singer Amaal Mallik whose latest song Pyar Ek Tarfaa, a duet with Shreya Ghoshal, garnered 21 million views on YouTube within a week of its release.
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