LIFESTYLE The desire for new sounds is making party-hoppers opt for dance-worthy non-English music. NEETI SARKAR tunes in…
Way back when electronic dance music had not made its foray, American poet Ezra Pound rightly pointed out: “Music begins to atrophy when it departs too far from the dance.”
The fact that dance necessitates music is perhaps why folk songs were among the first to create a buzz at almost every social do. While back in the day it was songs such as ‘La Bamba’ by Ritchie Valens that got the crowd grooving, much later in the 1990s it was catchy dance songs such as ‘Macarena’ that generated a cult following.
And believe it or not, it’s been ten years already since the Spanish number ‘The Ketchup Song’ was made. Whether people got the lyrics right or not, everybody knew the dance steps!
More recently, Portuguese track ‘Danza Kuduro’ was welcomed with much enthusiasm. It was even featured on action film Fast Five ’s soundtrack. Following that, Michel Telo’s infectious ‘Ai Se Eu Tu Pego’ started playing even at gymnasiums!
This makes one wonder what it is about non-English dance tracks that have taken the world by storm.
According to DJ Aneesh Medina, “This trend is popular because people like a change once in a while and music in other languages have this certain catchy style to them. Also, with a lot of people enrolling in various dance classes, this kind of music is becoming popular. Conventional music gets monotonous after a while and it’s always nice to spice things up with something different.” He adds: “‘Danza Kuduro’ has been a hot favourite of mine this year. It’s such a happy song, I love playing it. ‘Mas que Nada’ by Richard Grey is another tune that I love playing at clubs.”
Tarun Papali, an avid EDM fan, says: “These songs do well because they are fun, energetic and just like a viral video, once you hear it and begin to enjoy the song, it just gets stuck in your head and you can’t get rid of it — all this in a good way! Such fun numbers in English seem to have come down, which means that gap must be filled, and these tracks do a great job.”
Record label EMI Music India has recently released a 500-track compilation titled ‘Red Hot Club Romania 2012’.
Throwing light on this trend in India, Sridhar T.V.N., senior strategic marketing manager, EMI, says: “While Latin/Arabic conquered the 1980s/1990s and early 2000s for other-than-English ‘imported music’, more recently, the success of hit tracks from Edward Maya and Akcent have paved the way for a fresh sound from Romania. More artistes such as Inna and Alexandra Stan, are getting hits.
Unlike Latin singers, these Romanian stars have been singing mostly in English and their music has struck a chord with the Indian audience.
These kind of songs bridge the gap between hi-fi EDM and teeny pop. Their videos are slick, the musicians are young, and the music is infectious!”
Forecasting the growth of the international EDM fad, Sridhar says: “The trend will evolve on its own. With its tight beats, shimmering synths and an interesting mix of arrangements, Romanian music is here to sway!”