Monday, 28 November 2011

Why this Kolaveri di?

The first time I heard about the song “Why this Kolaveri di?” on Facebook, I was like, why this rage? What’s there in it? It is not good or great, but maybe it’s fun and something new. And still I’m wondering why everybody  is listening to this song over and over again.

What is this song all about? The lyrics is very simple and is written in the easiest form of Tanglish, a mixture of Tamil and English. Some brand the song as innovation at its best! When songs get recycled over and over again in different forms, the only freshness that can be brought is by churning out simple and catchy songs like this one. But when we have to acknowledge the talent for its innovation than the actual content, we should also admit to the fact that music, lyrics, tunes and the singing itself, has reached its saturation point. And India has not reached a stage where it can make emulate the Hollywood and make movies without any songs, dances and music.

The video, which shows Dhanush recording the song in a studio along with his wife Aishwarya, actor Shruti Haasan and debutant music director Anirudh Ravichander, has become a rage. So much so that even Amitabh Bachchan is also smitten by the song. "Just heard Kolaveri Di after much talk on it ... it’s so original and catchy... congrats Dhanush and Aishwarya (Rajni's daughter) ... love," Big B tweeted.
The other side of the fact is how easily the junk music loving public can be turned into a crazy bunch more than before. Though the song appears absurd, who cares about it? It has crossed all regional barriers and has become a raging hit across continents. Everybody is humming the peppy song. The anguish of a man who has tasted rejection at the hands of his lover, or who has some problems with his girl, has become the rage of the youth. Kolaveri which means murderous rage has become the rage of the country, and has crossed the boundaries.

However, the song has taken the web by storm and has already crossed 5 million hits on YouTube. It may not be exaggerating that I read a report saying that the song is seen as a strong competition and threat to Lady Gaga. Leaving that aside, the song has brought the South Indian film industry into limelight and has been widely appreciated by folks across India, crossing the borders too, thanks to the mood reflected in it. It not only reflects the mood of the spurned lover, but also the mood of the world. The lyrics is ridiculously funny and the music is monotone. Yet, it is a rage, people, including small Indian kids, across the world are latching onto it.

Whether the song deserves its attention or not, there’s one question I keep asking -- how did it go viral so fast? Two weeks ago, there was no news about the movie or the song and suddenly it becomes omnipresent. Google is full of information on “Kolaveri di” and Twitter is full of thumbs ups for the song.

Today, over 35% of Indian population is below the age of 20. By 2020, it is expected that 325 million people in India will reach working age, which will be the largest in the world. This will come at a time when the rest of the developed world will be faced with an ageing population. It is estimated that by 2020, US will be short of 17 million people of working age, China by 10 million, Japan by 9 million and Russia by 6 million. At the same time, India will have a surplus of 47 million working people. Even when compared to developing countries, Brazil’s working population is set to grow by 12%, China’s by 1%, Russia’s will decline by 18%, while India’s will grow by 30%. This is the reason Goldman Sachs predicted that only India can maintain a 5% growth rate until 2050.

Under such circumstances, anything that caters to the young tastes, is bound to go viral and the likes and dislikes of the youth cannot be ignored. Everybody below the age of 20 has an opinion about Kolevari di, and every minute, there is an opinion being generated and circulated on the Facebook status bar about this song. No wonder it is branded as Youth Anthem.

However, I admire Dhanush's honesty in admitting that the song has no meaning and is completely nonsense. "It feels nice when people are open with their praise for your work. I honestly didn't think the song would be such a craze. This has made me realise that people universally want only simple lyrics and simpler tune from filmmakers. My poor broken English lyrics, written in a silly tone, and borderline singing has proved to be advantageous for the success of this song," the national award-winning actor Dhanush told a leading newspaper. "I agree the lyrics are absolute nonsense, and written in Tanglish. That's probably why people everywhere relate to it," Dhanush added.

The song is part of Rajinikanth's daughter, Aishwarya's directorial debut, 3, starring her actor-husband, Dhanush opposite Shruti Haasan. Composed by Anirudh Ravichander and written-sung by south-star Dhanush, who also features in the film, there are now plans to get a female version of this song.
Besides, the movie has many firsts. The film is directed by Aishwarya Dhanush who is directing for the first time. The music is scored by debutant music composer Anirudh Ravichander. Plus, the song was created in three minutes and recorded in 20 minutes.

Read the lyrics and see how simple and repetitive it is, and maybe one of the reasons why it has become a rage across the country. Since it is so repetitive, it is easy for everybody to sing along; maybe that is part of its charm. 

Yo boys, I am singing song
Soup song
Flop song
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
Rhythm correct
Why this kolaveri, kolaveri, kolaveri di
Maintain this
Why this kolaveri…di
Distance la moon-u moon-u 
Moon-u color-u white-u
White background, night-u nigth-u
Night-u color-u black-u
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
White skin-u girl-u girl-u
Girl-u heart-u black-u
Eyes-u eyes-u meet-u meet-u
My future dark
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
Maama notes eduthuko
Apdiye kaila sax eduthuko
Pa pa paan pa pa paan pa pa paa pa pa paan
Sariya vaasi
Super maama ready
Ready 1 2 3 4
Whaa wat a change over maama
Ok maama now tune change-u
Kaila glass
Only english.. 
Hand la glass
Glass la scotch
Eyes-u full-aa tear-u
Empty life-u
Girl-u come-u
Life reverse gear-u
Lovvu lovvu 
Oh my lovvu
You showed me bouv-u
Cow-u cow-u holi cow-u
I want u hear now-u
God i m dying now-u
She is happy how-u
This song for soup boys-u
We don’t have choice-u
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
Why this kolaveri, kolaveri, kolaveri di
Flop song.

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