Naina Chaar

Last updated

"Naina Chaar"
Naina Chaar cover.jpg
Single by Shreya Ghoshal and Kailash Kher
Released16 September 2013 (2013-09-16)
Format Digital download
RecordedKailasa Studios, Mumbai, India
Genre Indian pop [1]
Length5:35
Label Sony Music India
Songwriter(s) Kailash Kher
Producer(s)
Music video
"Naina Chaar" on YouTube

Naina Chaar is an Indian pop song performed by singers Shreya Ghoshal and Kailash Kher. The song was written by Kailash Kher and produced by Naresh Kamath and Paresh Kamath, from his band Kailasa. It was released on 16 September 2013 by Sony Music India.

Indian pop Known as Indipop, refers to pop music produced in India independent from film soundtracks

Indian pop music, also known as Indi-pop, I-pop, or Hindi-pop, refers to pop music produced in India that is independent from filmi soundtracks for Indian cinema, such as the music of Bollywood, which tends to be more popular. Indian pop is closely linked to Bollywood, Pakistani pop, Bangladeshi rock, and the Asian Underground scene of the United Kingdom. The variety of South Asian music from different countries are generally known as Desi music.

Shreya Ghoshal Indian playback singer

Shreya Ghoshal is an Indian playback singer. She has received four National Film Awards, four Kerala State Film Awards, two Tamil Nadu State Film Awards, seven Filmfare Awards including six for Best Female Playback Singer and nine Filmfare Awards South. She has recorded songs for film music and albums in various Indian languages and has established herself as a leading playback singer of Indian cinema.

Kailash Kher Indian pop-rock singer

Kailash Kher is an indian folk and indian classical music base playback singer and music composer, he sung songs with a music style influenced by Indian folk music and Sufi music He has sung in many languages, including Hindi, Gujarati, Nepali, Tamil, Telugu, Malayalam, Kannada, Bengali, Odia and Urdu. He has sung more than 700 songs in movies and five successful private albums, making him an important contributor to Indian music. He was inspired by the classical musician Pandit Kumar Gandharva, Pandit Hridaynath Mangeshkar, Pandit Bhimsen Joshi, and the Qawwali singer Nusrat Fateh Ali Khan.

Contents

Development

"As an artiste, it is a refreshing change for me to work on something independently. The track is called, "Naina Chaar", and it is a song of love. We have just recorded the scratch; the production work is underway. This collaboration is different because here we have two established voices teaming up, rather than one veteran and one upcoming, which is what one usually sees on these shows."

— Shreya Ghoshal about her experience in being a part of 'The Project Resound' [2]

The exclusively online initiative by Sony Music, of which the song was a part, was titled 'Project Resound' and it marked the first collaboration between veteran Indian singers Shreya Ghoshal and Kailash Kher, who were asked to share their knowledge about music genres and Indian languages. [2] [3] [4] 'Upgrade your ears' was the tagline of the project, and according to Sony, its principal target was to make the youth generation aware of the different qualities of music that they hear on their headphones. [5] [6] Thereby, "Naina Chaar" was recorded as a promotional song for Sony Headphones. Regarding this, Sanjeev Jasani, senior vice-president of OgilvyOne, stated in an interview— "We understood early on that no product advertising could achieve our client's objectives. Sony wanted to target music lovers who were listening to music on-the-go. Also, the company observed how closely young music lovers follow their music idols. The power of recommendation commanded by celebrities can be leveraged only when the brand message is not all about pushing products." [3]

Sony Music American music company

Sony Music Entertainment (SME), known as Sony Music, is an American global music conglomerate owned by Sony Corporation of America and incorporated as a general partnership of Sony Music Holdings Inc. through Sony Entertainment, a subsidiary of the Japanese conglomerate Sony. It was originally founded in 1929 as American Record Corporation and renamed as Columbia Recording Corporation in 1938, following its acquisition by the Columbia Broadcasting System. In 1966, the company was reorganized to become CBS Records, and Sony Corporation bought the company in 1988, renaming it under its current name in 1991. In 2004, Sony and Bertelsmann established a 50-50 joint venture known as Sony BMG Music Entertainment, which transferred the businesses of Sony Music and Bertelsmann Music Group into one entity. However, in 2008, Sony acquired Bertelsmann's stake, and the company reverted to the SME name shortly after; the buyout allowed Sony to acquire all of BMG's labels, and led to the dissolution of BMG, which instead relaunched as BMG Rights Management.

"We’d like to inspire young people to upgrade their ears by using Sony headphones. It will enable them to enjoy sound quality as recorded in a studio."

— Kailash Kher [7]

The mission was aimed at presenting a pristine form of music through their vocal and musical abilities, which was beyond the boundaries of the music of Bollywood or filmi music. It was also decided that the singers' collaboration would be recorded in series and presented in the form of an episodic documentary, such that music lovers too could experience the process of composing music. [2] [3] [8] [9] Finally, a web concert featuring both the singers was planned in which the full song would be officially unveiled. Kailash Kher, who has written and composed "Naina Chaar", described it as 'a rustic song with earthy lyrics'. [2] Besides the web episodes and web concert, Sony also introduced other engagement activities like quiz on the journeys of both the singers, AR app from Ghoshal and Kher greeting fans and sharing signed photographs and an online voting system for the selection of songs to be performed at the web concert. [9] A new microsite was also launched by Sony for their home audio-video products. [7] In an interview, Sanjeev Jasani commented— "Kailash sings at a very high octave and Shreya signs at a lower octave with a much softer voice which helped the project to bring in two different sets of music experience for the ears of the music lovers." [9]

Music of Bollywood Songs featuring in Bollywood films

Bollywood songs, more formally known as Hindi film songs or filmi songs, are songs featured in Bollywood films. Derived from the song-and-dance routines common in Indian films, Bollywood songs, along with dance, are a characteristic motif of Hindi cinema which gives it enduring popular appeal, cultural value and context. Hindi film songs form a predominant component of Indian pop music, and derive their inspiration from both classical and modern sources. Hindi film songs are now firmly embedded in North India's popular culture and routinely encountered in North India in marketplaces, shops, during bus and train journeys and numerous other situations. Though Hindi films routinely contain many songs and some dance routines, they are not musicals in the Western theatrical sense; the music-song-dance aspect is an integral feature of the genre akin to plot, dialogue and other parameters.

Filmi Indias mainstream motion picture sound track as written and performed for Indian cinema

Filmi music soundtracks are produced for India's mainstream motion picture industry and written and performed for Indian cinema. In cinema, music directors make up the main body of composers; the songs are performed by playback singers and the genre represents 72% of the music sales market in India.

Augmented reality View of the real world with computer-generated supplementary features

Augmented reality (AR) is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory. The overlaid sensory information can be constructive, or destructive. This experience is seamlessly interwoven with the physical world such that it is perceived as an immersive aspect of the real environment. In this way, augmented reality alters one's ongoing perception of a real-world environment, whereas virtual reality completely replaces the user's real-world environment with a simulated one. Augmented reality is related to two largely synonymous terms: mixed reality and computer-mediated reality.

Web episodes

The 'Project Resound' were shot over 45 days and were digitally released as nine web episodes by a Delhi-based production house UnCommonSense Films. [3] [10] Prior to the web episodes, personal interview videos of Kailash Kher and Shreya Ghoshal were also released. [11] [12]

Episode No.TitleDescription (as provided by Sony)Ref.
1The journey begins with a simple tuneKailash has a tune stuck in his head. What will he do?
2Shreya & Kailash - A meeting of mindsTwo artists unite in the quest for pure sound.
3A new song is bornShreya meets Kailash and a new musical journey begins.
4How do you define music?The artists discuss genres and ask fans how they feel.
5The wonder of wordsKailash & Shreya discuss the lyrics of their new song.
6Magical melodiesKailash & Shreya add a touch of magic to their song.
7Naina Chaar - A Sneak PreviewCatch a glimpse of Shreya and Kailasa's new song.
8Jugalbandi - A Game of SongsShreya & Kailash sing each other's favourite tunes.
9A Celebration of Pure SoundA special composition to celebrate the purity of sound.

Web concert

The 'Project Resound' web concert, held on 12 September 2013 (from 4 p.m. onwards), marked the end of the nine web episodes, when "Naina Chaar" was released. [3] Both singers Shreya Ghoshal and Kailash Kher performed some of their chart-busters, which were selected through an online voting system operated by Sony, to all their fans. [7] [10]

Release and reception

"Naina Chaar" was an instant success since its release. The official song was digitally released on 16 September 2013. [9] Reportedly, the 'Project Resound' web episodes received 4,60,000 visits during the campaign period. "Naina Chaar" also got about 2,85,000 downloads and above 3,00,000 views on YouTube (as of March 2014). A research by Nielsen Holdings also revealed a remarkable success of Sony. Besides rising sales, Sony also experienced a record increase in inquiries across multi-brand outlets. [3] Owing to the success of the song, Shreya Ghoshal was also reported to have crooned the song in many of her concerts. [13] As per a report of Unmetric, "Naina Chaar" was one of the top 5 popular videos of Sony India's YouTube channel. Also, the campaign received traffic from 70 different countries other than India, thereby giving evidence of the global impact of the song. [9] A commercial advertisement of Sony headphones featuring Ghoshal was released afterwards, and "Naina Chaar" was used in the background. [14]

Personnel

As listed by Sony Music India. [15]

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References

  1. ↑ "Naina Chaar song details". MySwar. Retrieved 17 April 2014.
  2. 1 2 3 4 Singh, Nirmika (6 August 2013). "Kailash Kher and Shreya Ghoshal team up". Hindustan Times . Archived from the original on 20 April 2014. Retrieved 19 April 2014.
  3. 1 2 3 4 5 6 "Play it by ear". Business Standard . 31 March 2014. Retrieved 19 April 2014.
  4. ↑ Swaminathan, Chitra (7 September 2013). "Queen of charts". The Hindu . Retrieved 19 April 2014.
  5. ↑ "'Project Resound' emphasises on the importance of good quality music: Sony India". Radioandmusic.com. Retrieved 19 April 2014.
  6. ↑ "Kailash Kher and Shreya Goshal on a mission". The Times of India . 7 August 2013. Retrieved 19 April 2014.
  7. 1 2 3 "Upgrade Your Ears – Sony India Brings Kailash Kher and Shreya Ghoshal for a Web Concert". lifestyleindia. Archived from the original on 20 April 2014. Retrieved 19 April 2014.
  8. ↑ "The Project The Project Resound – Redefine Music". Sony . Retrieved 19 April 2014.
  9. 1 2 3 4 5 "How Sony India's Project Resound Upgraded Ears Rather Than Headphones And Reached Out To Fans From 70 Countries". Lighthouse Insights. Retrieved 19 April 2014.
  10. 1 2 "The Journey Resound". Sony . Retrieved 19 April 2014.
  11. ↑ "Up Close and Personal with Kailash Kher at Sony Project Resound" . Retrieved 19 April 2014.
  12. ↑ "Up Close and Personal with Shreya Ghoshal at Sony Project Resound" . Retrieved 19 April 2014.
  13. ↑ Mukkath, Rini (17 September 2013). "Shreya's melodic spell". The Hindu . Retrieved 19 April 2014.
  14. ↑ "Experience purity of sound with Sony Headphones - TV Commercial feat. Shreya Ghoshal" . Retrieved 19 April 2014.
  15. ↑ ""Naina Chaar" credits". Sony Music India . Retrieved 17 April 2014.
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