INDIA’S 20 MILLION PLUS YOUTUBE SENSATION – THE KULT OF KOLAVERI
The video received 83,000 youtube views within 24hours when it was first released to now become the most viewed video on Youtube. Composed by the 21 year old Anirudh, the track is sung by Tamil superstar and now singer Dhanush. Usually used as a popular slang term amongst Tamil youth, the term Kolaveri, meaning ‘murderous rage’, is now being picked up by marketers and brands alike and people in other parts of the world as a form of expression.
The track is also the first regional language (Tamil) song ever to see a high rotation on Mainstream Music Channels – play listed on 43 Radio Stations Pan-India and gaining an audience as far afield as Australia and Czechoslovakia. The simplicity and originality of the viral has also deeply engaged its audience and is the first viral video to be replicated with fans re-creating their own versions of the viral video.
Since the video hit youtube just over two weeks ago the number of responses has been steadily growing; even renowned Bollywood playback singer Sonu Nigam’s four year old son has made his own viral which has already notched up over 1 million hits. “We believed in our creativity and when we sat with the Sony Music team they saw the true potential in it. Our creativity and their vision has led to the song exploding globally. We are proud to be associated with a team and an international brand like them as we see the true value they bring to music”, says Anirudh the 21 year old Music Director.
The video was shot by the Sony Music team and has a raw feel to it, similar to any making-of or unplugged recording. The natural un-staged set-up of the video allows the viewer to connect with the track, creating a deeper level of engagement that sets it apart from other Indian viral videos.
Why This Kolevari Di is a track that is changing the landscape of how music is shared in India.