SimplyBhangra's Jovan and Jusi were able to gain comments from Roach Killa, Killa K and Aman Sandhu on their view on the current state of the Bhangra Industry.

In recent times, the music industry has evolved with the main focus no longer being on the music itself, but how a artist/single/album is marketed to the general public. Artist’s and record labels have discovered new techniques in order to gain new consumers to buy and view their product. They have resulted in utilising social media in an unnecessary way and “cheating the system” in having social media accounts and YouTube videos appear to have a great numbers have a huge amount of social media followers and YouTube views.

The Bhangra industry is no different as plenty of artists have paid sums of money for third party companies to ensure that they aren’t missing out in having huge numbers in social media followers and YouTube views. One of the biggest shockers of this year was when a well known UK based DJ released a semi-average single. To ensure it reached the maximum potential of promotion, the artist used a third party company to ensure his single topped the World Music iTunes charts, allowing his single to enter the Top 100 UK Single Charts in consecutive weeks. It was clear as to what he was trying to achieve, and caused huge debate and controversy on social media.

Back to the main topic at hand, the main question is WHY? Having huge numbers in social media and YouTube views DOES NOT prove anything. A product being unique, well written and attractive are key elements that will ensure it sells well to the general public, gains popularity and increase social media following. Simply Bhangra.com’s Jovan Heer agreed with this and added: “The biggest issue with buying your own views and your own music is moral, how can someone be trying to push themselves ahead when you see all these people around you making great music and getting to the top the right way? In addition to the moral values, not only do you lose respect from fellow artists but you lose it from fans”.

Simply Bhangra.com’s Jovan and Jusi were able to gain comments from Roach Killa, Killa K and Aman Sandhu on their view on the current state of the Bhangra Industry. We asked the following Questions:

1. What do you think of the state of the Punjabi music industry?

2. How do you think artists buying views and their own music affecting the business side of Punjabi music?

3. What do you think can be done to improve the industry?

Roach Killa:

1. ” I think it’s always been an industry where people around the world look at to see who's hot and who's not… what’s bubbling… what’s coming… break through acts, punjabi, urban… it’s the centre of attention as UK BHANGRA INDUSTRY has been in developments for decades.. .. I think at this point, there is a lot of quantity vs. quality… because of Social media it is a bit easier to get your music across to the public. But it’s up to the media outlets to narrow down Quality vs. Quantity”

2. “Well buying your own music is like blowing your own trumpet… You can lie to others but when you come home at night and are standing in front of the mirror… You can see right through yourself… Now a days.. People buying their own records to achieve chart positions in order to fool the public into thinking that’s popular music so they can benefit on bookings.. but you can only lie for so long.. Because at the end of they day… Public knows best and sooner or later will find out the truth… and that would be proven by the declined popularity of the artist”

3.” We need to educate the public on legal downloads.. Most people are genuine supporters and download your records free online instead of legally downloading and they actually don't mean any malice by it.. to them its the norm and think they are supporting the artist by listening to their music.. .which is great but if you don't buy the record from ITUNES, AMAZON or any digital outlet.. .then it affects the artist's chart position therefore you never see many if any Asian Artists break through the top 40 UK Charts… Its not because Asian Artists are not talented enough, but because Public is unaware of the consequences of illegal downloads so its our job to set the example and create awareness of How Asian Artists can achieve National Success not just the World Charts but the POP CHARTS.. it will take time but we will defo GET THERE”.

Killa K:

1.”At present the India market is smashing it, if there is any noise to make in the industry as an artist its to capture the India market. There was once a time the UK was good but now all we see is songs Ghost Produced and released. We have no quality control and everyone is out there trying to become the next superstar, if we talk solely on the UK industry it’s a becoming a joke this is proven by the Youtuber Jus Reign’s song Kabhootran Dhi Shaan. Canada and Australia I see are next in line to bring something new as their sounds are now developing at great speed”.

2.”It’s a catch 22 situation where as buying your own views and songs you are heavily promoting your music to climb the charts. This creates hype and gives the artist music exposure to a wider audience, however on the other side its cheating and conning the genuine buyers of your music. Its creating a false economy because your music is climbing the charts and getting awareness however going back to your first question the song and music might be substandard therefore the music is adding to the detriment of the Punjabi music industry”.

3.”The industry needs a clean-up by getting rid of all the untalented artists and the record companies need to stop releasing the substandard music that these artists are trying to release. Companies like Youtube & Itunes need to ensure that there is no way of people buying views which will put a stop to the false economy. The genuine producers need to have a hard look at themselves by stopping ghost producing tracks for untalented people in the name of money. We need to go back to the golden era, when bands like Apna Sangeet, Alaap and Heera were around. What I mean by this is artists need to start performing Live instead of PA over a CD, this will help root out the untalented artists from the talented artists. A good example of this is the band En Karma”.

Aman Sandhu:

1.” Punjabi music industry is getting worldwide slowly and slowly which is a good thing. For example, in every other Bollywood movie there is a Punjabi song. But at the same time to increase the industry level more there is one suggestion that upcoming artists should learn the art of singing, at least basics of music”.

2.” Of course by buying the fake views first of all artist is betraying himself/herself in his/her own eyes just to make themselves comfortable in front of fans. Other thing it is ruining the business side too because of piracy of audio and video. It also affects the thinking of fans too. Nowadays fans thinks that whichever song has more views is a hit, they judge the song from views now, not the quality of music. Of course by buying the fake views first of all artist is betraying himself/herself in his/her own eyes just to make themselves comfortable in front of fans. Other thing it is ruining the business side too because of piracy of audio and video. It also affects the thinking of fans too. Nowadays fans thinks that whichever song has more views is a hit, they judge the song from views now, not the quality of music”.

3.” To improve this situation artists and labels have to think themselves to stop this. Otherwise time is near when punjabi music will judge by its views not by its quality of music. Let fans decide which song deserves more views”.

The Bhangra industry is in a clear downfall in terms of promotion and utilising social media. Message in the comments below what YOU think can be done to help the Bhangra industry find its form again.

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