I think it’s beautiful the way they celebrate my videos.” My fans literally play my music to people and say, ‘Hey, check this song out, it’s by our idol.’ I decided to feature in the Pyar Ek Tarfaa video because of the love of my fans on Twitter and Instagram. But my 1.6 million fans are as strong as 160 million. There are artistes with 10 times the numbers I have. You stand out when you have true followers. Every day there is a new song, a new video, a new podcast. I would not have had that support if I did not have my fans. He has over 5 lakh followers on Twitter and 16 lakh followers on Instagram his YouTube channel has around 1.5 lakh subscribers.Īcknowledging the role that social media has played in shaping his career, Amaal points out, “Even if you do a song with the biggest stars of the country, you need to support it. The 30-year-old composer of songs such as Sooraj Dooba Hai and Kaun Tujhe is barely seven years into the profession, but is already a heavy hitter across multiple social media platforms. So, how exactly do outliers make their presence felt in an entertainment space supersaturated with new content? Musicians like Amaal Mallik have nailed it-they have astutely turned to various social network platforms, and independently built up a loyal audience, and a strong brand centred around their own personas.

“Today, just placing a song in the musical marketplace does not work that thinking belongs to a very different time,” says composer-singer Amaal Mallik whose latest song Pyar Ek Tarfaa, a duet with Shreya Ghoshal, garnered 21 million views on YouTube within a week of its release.

Sooraj dooba hai youtube