Bollywood playback singer Dev Negi, who has sung ‘Aala re aala’ from ‘Simmba’, said the popularity of a song now depends on its promotion on mainstream platforms.
“I think the popularity of a song depends on how the song is promoted. Promotion really plays an important role,” Negi told.
“There are times when the peppiest numbers get more promotions even before the film releases and a few melodious songs are out after the release of the film. The fact is that once the film is out of the theatre, people do not really look for the song, because by that time, other songs come in.
“Songs in films is really a promotional element and that is why the popularity of any song depends on how the song is positioned and promoted,” he added.
Citing an example of one of his earlier songs, he said: “One of my songs, ‘Ho gaya hai pyaar tumse’ from the film ‘Tanu Weds Manu Returns’ was not promoted initially, but later when I went for a live concert, people would ask me to sing the song. They knew it’s my song. That also made me believe that a good song never dies. It finds its own audience.”
According to him, platforms are great for both indie and Hindi songs that reach out to a wide group of listeners.
His latest song ‘Aala re aala‘ is picturised on Ranveer Singh. The song reflects Ranveer’s colourful personality.