26th October 2023, Mumbai: Jackie Vanjari has been producing music for almost three decades. He began his career with the famous RD Burman, with whom he collaborated on films such as Ijaazat, Parinda, and 1942: A Love Story. The renowned artist discusses the emergence of social media, which he believes has aided in the positive promotion of material.
“Social media has also changed the way we live and work. “Social media has had a huge impact on the music industry too. It is now a platform to market music and increase the popularity not just of the song created but the entire team. Everyone who worked on the project gets their recognition, and the reach is global. We have fans from all over the world. Artists can now develop stronger relationships with their fans, and this is extremely rewarding. Due to social media, the audience is now more aware and intelligent when it comes to good music and knowledge. They are not just restricted to a genre they enjoy on their playlist; they are exposed to much more. This motivates us to give back more to our listeners. Through social media, we get a clear insight into people’s expectations,” he adds.
Reels are made on all famous songs all the time, which helps with publicity. “The reel culture is definitely growing in a big way. Reels go viral due to the use of popular songs, and songs are trending more because of repeated use in reels. Music always enhances the way a video or picture can look. The Reel culture is doing creative things with our music. There is so much talent, and yes, it’s entertaining for social media users and the audience to watch such stuff,” he smiles.
Many people, however, believe that those behind the scenes are still in place. Jackie, on the other hand, has a different viewpoint.
“Today, nothing needs to be behind the scenes. It is definitely a choice. Everything created has a platform thanks to social media. People are more curious; they want to know more, and the reach is vast. Any talent today can get recognition and appreciation. The “behind the scenes” scenario is changing slowly but surely. Talent is no longer restricted to actors and singers. Your camera guys, makeup artists, musicians, technicians are all out there promoting themselves, and there are more opportunities today. There is nothing behind the scenes; the curtains have rolled up for everyone to be out there.”