Sony Music makes 'Why this Kolaveri Di' a global viral rage
4 million views on YouTube in less than a week; over 8.2 million links shared on Facebook
BestMediaInfo Bureau | Delhi | November 25, 2011
With almost 4 Mn hits on YouTube and with over 8.2 Mn links shared on Facebook in less than a week, Sony Music creates a global viral rage like never before. Going beyond geographies, 'Why this Kolaveri Di' today is one of the biggest hits not only in India but also world over. Being the only song that was first released on YouTube, sans the official video launch, this song has already created ripples. The song has surpassed all other music releases, whether Hindi or Tamil music.
Says Sridhar Subramaniam, President, Sony Music Entertainment – India & Middle East, “We saw a huge potential in the song, and decided to create a video which was spontaneous yet fun. The idea was simple, we shot a video with the actor and producer and uploaded it on our YouTube channel, and from there it was promoted to our 1 Mn fans on various social media channels. Within hours of us posting the video online, we received updates from people on Facebook & Twitter. The song created a viral rage and before we knew it, everyone was humming it.”
The Tanglish lyrics of the song only add charm to its popularity. The biggest buzz creator, the U-Phenomenon is the latest addition to music lingo. By adding, a U after every other word, the song flows with flawless rhymes. The 21 year old musical prodigy, Anirudh, has given this song a unique twist that has connected with all age groups the world over. All radio stations in the country and entertainment channels are talking about the success of the song. With thousands of people across the globe talking about it, there is little to wonder why the song has received such stupendous success.
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