It’s not a perfect analogy but with music companies also becoming movie producers, think of “non-film” as the store brand version of the products sold by a label as opposed to the name-brand film content it procures, packages and peddles.īecause ultimately, there’s very little difference between film and “non-film” music including how it’s marketed. With the number of films being released falling over the past year, they’ve figured that “non-film” music, which they manufacture with the same set of talents they use for soundtracks, can easily fill the gap. Major labels function as song factories and factories need products. (If the rights for the track being remade happen to be with the same music company, it works out cheaper too.) This is partly why the number of original compositions for films is decreasing and the number of “recreations”/remixes is increasing. It’s almost as if a playlist is being created for the movie rather than an OST. With songs increasingly being used in the background, the majority of Hindi film soundtracks today comprise tunes that fit the mood or aesthetic rather than the narrative. The campaign for “ Lut Gaye” has made it more obvious than ever before that these days, “film” and “non-film” music are pretty much indistinguishable. Going by this recording, Mumbai Saga doesn’t seem to have been mentioned at the event. Last week, the label held a press conference to celebrate the many milestones reached by “ Lut Gaye”.

So now, the “non-film” release has gone back to being a film song! In fact, it might just end up being more successful than the movie itself. After it turned out to be a big hit, T-Series decided to tag “ Lut Gaye” on to Mumbai Saga after all. In other words, a film tune was seamlessly converted into a “non-film” track. Instead, the MV, directed by Radhika Rao and Vinay Sapru, who also wrote the story, dialogues and poem for it, was marketed as a mini movie of its own. Although there were similarities between the character played by Hashmi in the film and the music video, there was no indication that “ Lut Gaye” was part of Mumbai Saga. But there was no space for it in the movie so they decided to put it out as a stand-alone single. The song was created for a film produced by the label, Mumbai Saga, starring Emraan Hashmi and John Abraham. Explicit evidence of the absolute meaningless of “non-film” arrived last month in the form of “ Lut Gaye”, Tanishk Bagchi and Jubin Nautiyal’s reinterpretation of a Nusrat Fateh Ali Khan qawwali, which was released by T-Series. In truth, it would be easier to just call “non-film” music what it is really is: “commercial Hindi pop”. Watch: T-series' Lut Gaye features Emraan Hashmi and Yukti Thareja in a star-crossed love story 2021 in charts: Bollywood scored high with Shershaah hits, rivalled by non-film music, Punjabi hip-hop, K-Pop

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