Singer-composer Anirudh Ravichander is excited about releasing "Bewajah" -- his first independent song in Hindi. Its video was shot in a vertical format, which is mobile-friendly.
A vertical video is intended for viewing in portrait mode.
"We wanted to try something new. It is my first independent song in Hindi. The director who is part of (filmmaker) Imtiaz Ali's team... Satish Raj is directing a music video for the first time," Anirudh told IANS over phone from Chennai.
"The idea was to make something that hasn't been seen before. Vertical is the in thing right now. Snaptchat has it, and everyone watches songs and videos on their phone. So we thought of trying something new. We just hope it works out," he added.
Sung, written and composed by Anirudh himself, "Bewajah" is a new-age love ballad, which will release on November 11.
"The release date 11.11 goes with the format too," he said.
Sharing the story behind the song, he expressed: "I wanted it to be a love song for sure because that's what everyone loves listening to. It's an evergreen genre. But I wanted the music to be created little differently. I wanted it to have a little pop and EDM type of an arrangement."
"It's a love ballad between a guy and a girl who are missing each other. The video is also quirky. It's like all of us come out of posters like stop motion. You think it's a poster, but there are characters moving. There is a bit of retro theme as well," he added.
He shot to fame with the single "Why this kolaveri di" featuring actor Dhanush in 2012. Since then he has been making music that borrows largely from electronic and R&B, and has an ability of seamlessly amalgamating earthy Indian elements to his compositions.
Is he feeling the pressure to excel again?
"There is no pressure whatsoever. You never know what goes viral or what goes on top of the charts. That time ('Why this...') was about love failure. 'Bewajah' is a love ballad. I just enjoy making music and I am very happy. Hindi is something that I have been looking forward to do," said the talent, who has composed music for Tamil films like "Vivegam", "Kaththi" and "Vedalam".
What's next? A Bollywood film?
"Kollywood and Tollywood are happening right now. I will take it one at a time. I am happy making whatever I am doing. If this ('Bewajah') does well and doors open up, then let's see," he said.
How important is it to experiment with new elements in music?
"I think from '...kolaveri' onwards, I've always looked out for something unique and related to social media because that's what made me who I am today. And that's why the vertical video concept appealed to us. The basic thing is you don't have to rotate your phone to watch it," he said.
He is also planning to go on a multi-city tour to promote the song.
"Yes, that's the plan. So, it will be fun," said the composer, who is in his 20s.
Celebrity Hairstylist Hakim Aalim shares hair styling tips to help set your own vibe
Today, as men are realizing the importance of hairstyling in making a lasting first impression, they are investing time and effort in grooming themselves actively. Celebrity hairstylist, Hakim Aalim shares styling tips that men can incorporate into their grooming routine to set their vibe!
Sreejita De opens up on being 'chudail' to playing 'dayan' in 'Shaitani Rasmein'
Actress Sreejita De, who has entered the show 'Shaitani Rasmein' as Chaya Dayan has opened up on her character, who is a formidable woman, adding how she has a strong affinity for supernatural dramas.
96th Academy Awards: 'Oppenheimer' wins Best Picture, clocks 7 wins
The film edged out fellow contenders like ‘American Fiction’, ‘Anatomy of a Fall’, ‘Barbie’, ‘The Holdovers’, ‘Killers of the Flower Moon’, ‘Maestro’, ‘Past Lives’, ‘Poor Things’ and ‘The Zone of Interest’.
Demi Lovato has a beauty advice for her teenage self: Have your own standards
Singer-songwriter Demi Lovato has spoken up about the influence of beauty standards on her teenage self.
Jacqueline Fernandez teams up with French-Cameroon crooner Tayc for 'Yimmy Yimmy'
Bollywood actress Jacqueline Fernandez, who was last seen in the Ranveer Singh-starrer film 'Cirkus', has collaborated with French-Cameroonian artiste Tayc for a music video.
Rashmika Mandanna: Japan was a place I've dreamt of going to for years
Rashmika Mandanna is in awe of Japan, which she dreamt of going to for years, as the actress said that she found the picturesque locale "amazing".
Ritabhari Chakraborty, Abir Chatterjee to star in Bengali film ‘Bohurupi'
Abir said, “I extend my heartfelt gratitude to Nandita di for entrusting me with two diverse roles this year. After 'Aamar Boss', I'm thrilled to bring a completely different character to life in Bohurupi. It's an extra-special Puja release for me as an actor.”
PM Modi, top Union ministers, UP CM mourn loss of 'beacon of Indian music'
PM Modi shared pictures with Pankaj Udhas, and wrote on X: "We mourn the loss of Pankaj Udhas Ji, whose singing conveyed a range of emotions and whose Ghazals spoke directly to the soul. He was a beacon of Indian music, whose melodies transcended generations.