The Score Magazine September 2017 issue! | Page 25

Cover it up!
These new musicians soon got trending with their
experimentations, permutations and tryst with the un
orthodox that was so long lost from the main stream.
When the cassettes were replaced by audio
compact disks, musicians and the entire line
of music creators were ecstatic at the prospect
of producing a surplus of independent music.
But, soon with the advent of the internet the
floodgates of content opened to a phenomenon of
manufacturing snowballing sensations.
Talented recordists, arrangers and music
studios churned out quality music covers ever
since platforms like Sound Cloud and YouTube
has facilitated easy peer to peer content
sharing. This primarily meant that singers had
a justifiable share in terms of the market and
in terms of reaching the end user on a higher
commercial viability. These new musicians
soon got trending with their experimentations,
permutations and tryst with the un orthodox
that was so long lost from the main stream.
With in video branding and collaborations with
conglomerates or big time sponsors, the newbies
of generation Y garnered almost equal attention
as the big players of the music world.
Here are a list of some rock stars that are every
netizen's heart throb now-
Vidya Vox, the YouTube channel has thousands
of subscribers just by t he owe of a beautiful
carnatic singer who sings Tamil, Malayalam,
Telegu, French, Hindi and English all with
a smart ass élan. The diasporic courtship of
a western jazz fringed number along with a
Bollywood Balaam Pichkari is one of its kind,
and that is exactly the reason why Vidya owns
a mammoth figure of over 300,000 subscribers.
her glossy videos and poppy performances will
make even a non audiophile groove to her fusion
beats.
Sanah Moidutty is another nightingale
whose voice has been explored by the musical
duos- Vishal Shekhar. She has sand jingles and
rendered playbacks with ease before singing
covers online. Her impeccable Shreya Ghoshal
like tonality keepd her on the top of her business
when it comes to using it for commercial sphere
and her ever growing fan base and subscribers
is witness to that.
Aswin Ram is a rockstar rooted in the
Malayali culture, his chocolaty rendition of
any bollywood number like Channa Mereya or
a notorious Malayalam mashup ripping apart a
host of western numbers is proof of his musical
ingenuity. One of the finest quality of this young
chap is that he improvises every single song that
he chooses to sing and that adds a dollop for the
internet to crash and burn!
Shraddha Sharma is a heart throb and every
wannabees dream come true, her modest looking
music videos boast and stand tall only by means
of raw singing talent. There is almost little to zero
SOUVIK CHAKRABORT Y
Vidya Vox
post production, the vocals and the music don't
seem to be married in the studio and it is largely
a story of how a young girl chooses to chase her
dreams and achieves 230,000 subscribers with a
guitar strumming close to her heart. She is one of
the few who has not refrained from posting well
recorded covers to amateurish looking musical
videos, but has surprisingly been successful in
both with equal might.
Shirley Setia brings a lot of range and
expression through her lyrics. Her style does not
reek of the western pop stars but rather heralds a
new generation of independent singers trying to
make a mark with something uncommon, both
in textures and tunes. Not only does she have
a plethora of well shot videos in her channel
but also a list of collaborations to vouch for
her popularity. Raftaar, the Indian rap God has
posted a promotional music video that features
Setia's voice amongst others. Avish Sharma
is again an young packet full of surprises, be
it his presentations or improvisations with
the classics of Rahman or the merry go lucky
Bollywood numbers. Avish has the sparks of a
potential playback singer sometimes clouded by
the overdose of expressions and note changes,
interestingly he sounds close to Sonu Nigam
even on songs which are not sung by Nigam.
Sanam and Sanam Puri is one of the successful
YouTubers in this list, their unbelievable
dedication to their songs punctuate every
emotion and balance delicate cuts and jabs of a
long lost love story. It is almost as if they serve
old wine in new bottles with their re incarnation
of numbers like lag jaa gale and others. Sanam's
band actually flaunts a 2.4 million subscribers
and it is all the more popular like the Pakistani
band Jal used to be once in college fests.
Darshit Nayak, from Ahmedabad is almost
a look alike of Atif Aslam but he brings a very
different flavour in the urbanized singing style
of modern cover singers, his key changes are also
unlike the traditional cover artists in a mashup,
he degenerates and recuperates to different
levels of a note till he settles for tweaking an
emotion before washing off any slug that would
not allow the element of surprise to seep in.
Amika Shail
Sanah Moidutty
Avnie Joshi
Darshit Nayak
Shirley Sethia
Avish Sharma
Avanie Joshi is a model and singer who had
had a fair share of TV and has rightly translated
all that attention to her YouTube channel posing
as a glamorous diva who sings her heart out on
a windy evening.
Amika Shail can get husky and sweetly
melodious like Tulsi kumar and her covers are
just dripping of her creative juices. Though the
exact karaoke sounding beats of the original
track, sometimes fail to break the monotony of
the lyre she carries.
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Score Magazine
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Aswin Ram
Shraddha Sharma
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