According to him, Dhillon’s performance fee has gone up “at least 10X” over the last eight months after he broke through with “Brown Munde”.īut along with the cameos, the video also depicts a more real side of life as a south Asian immigrant: scenes show Dhillon, Gill and Kahlon as mechanics, staff in a food delivery kitchen and labourers at a construction site. “Getting those cameos in the video was the stroke of genius,” says Tarun Nayar, founder of Canadian south Asian record label Snakes x Ladders, and organiser of the Vancouver-based cultural festival 5X.
SONG PUNJABI SERIES
Though they’d released about a dozen singles before, Dhillon and crew were relatively unknown outside of Canada’s Punjabi rap listening community until they put out “Brown Munde.” Its music video caught the attention of South Asian hip-hop fans across the world thanks to a series of celebrity cameos: appearances from Punjabi rapper Sidhu Moose Wala, British-Indian producer Steel Banglez, and a pair of fellow Canadian-Indians – hip-hop heavyweight Nav, and his regular beatmaker, MoneyMusik, who also helmed Dhillon’s album Not By Chance. Here are three things that helped “Brown Munde” cruise to the top, in spite of their deliberate lack of press.ġ) A clutter-breaking music video filled with celebrity cameos AP is just like, ‘It doesn’t feel like the right time.’” I’m saying, ‘Dude, you know how much I love you, you know how much I’ve spread the word’. “They’re not even letting me interview them. in the UK by regularly playing them on the BBC Asian Network. “So many people were tweeting me, Instagramming me, direct messaging me, going ‘Who are they? Why haven’t you had an interview with them?’,” says British-Indian DJ and radio presenter Bobby Friction who helped break Dhillon and co. Keeping quite at a time when they’re ruling the charts not only in India, but also the UK where they’ve scored multiple chart-toppers on the Asian Music charts is driving up interest in the group. While this may have had the effect of driving up streams on international platforms such as Spotify and Apple Music – where it’s still currently in the top ten – what’s more intriguing is the rappers’ no-press policy. The track was taken down, without explanation, from Indian DSPs, even though it racked up nearly ten million streams on JioSaavn. If anything, the strategy employed by the trio’s label, Run-Up Records, has been a tad unusual. In the era of carefully-constructed and minutely-managed marketing campaigns, “Brown Munde (Brown Boys)” by rappers AP Dhillon, Gurinder Gill and Shinda Kahlon and producer Gminxr (pronounced “G Minor”) has done it the old-fashioned way: it became a smash, as they say in industry jargon,“organically”. It’s a sleeper hit that seemingly came out of nowhere: a Punjabi hip-hop track from Canada released in September 2020 that’s gone on to become the most streamed song on Spotify in India so far in 2021 – with over 65 million plays globally so far. In this latest piece, Music Ally contributor Amit Gurbaxani explains how a Canadian Punjabi hip-hop song became a huge anthem that united a diaspora all around the world. Big Bang Music is writing a series of guest columns for Music Ally’s readers to help you understand the latest trends in India.
0 kommentar(er)
