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Nevertheless, the artistes remain optimistic that come festive season, they’ll be able to leverage the popularity of this song. “Gujarati audience is happy with Hindi content except for the festival time and that affects ad rates and overall pay-outs," says the record label head. Punjabi, Bhojpuri and Telugu are the leading ones. Unlike singers, who make most of their income from live events, lyricists don’t have multiple avenues to make money off a song.īariya’s abysmally low market rate is also a function of Gujarati music being one of the lowest among regional music industries.
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Songwriters are paid on the lower side these days, as “the overall Indian music consumption trend has moved from higher lyrical quality to higher musical quality," says the record label executive. He admits that things would have been different “if only he had the better sense" to release the song on his own YouTube channel back in 2019. Singer Barot from Halol, a small town in Gujarat’s Panchmahal district, says many labels are eager to sign him now, but they turn noncommittal the moment he tells them he cannot use the Bachpan ka pyar refrain in any new tracks as he doesn't own the rights to the song. But the gains aren’t as large as one would imagine for singer Kamlesh Barot, songwriter PP Bariya, and music composer Mayur Nadiya. The acknowledgement got the makers mainstream attention and put to rest several false claims of ownership to the original soundtrack. The producers at Meshwa said they were happy with the deal with Universal without divulging specifics.Īs part of the agreement, the core team of the original track was given due credit in the description of Badshah’s video as well as during the Indian Idol episode featuring Dirdo. Badshah’s video had clocked over 104 million views as of reporting time and was the top trending video on YouTube India under the music category.