Kolaveri di' is on a roll

KOCHI: Packed with a lot of hype and a kind of foot-tapping music, Kolaveri di' has evoked in Malayalis a dejavu moment of sorts.
As the instantaneously popular Tamil song, Kolaveri di' keeps breaking all records in the viral world, it rings in a tone of familiarity among the new-age Kerala musicians who have been catering to net-savvy music lovers.
Had Jassie Gift's Lajjavathi', which rewrote the Malayalam film music scene with its catchy tune, taken the online avatar first it too would have created history, they feel.
The resemblance does not end there. Both have nonsensical lyrics, but manage to woo listeners with their experimental style that brims with energy and freshness.
George Peter, the former 13 AD singer whose name is synonymous with popular music, feels that the success of Kolaveri di has much to do with its rhythm which easily connects with the common man.
"Listen to it once and it won't leave you; it is a well-mixed song with a very popular rhythm. It's straight forward, and the music gets to you, and makes you sway like when you listen to Singarimelam on a festival ground," says Peter.
Though its lyrics are in bits and pieces, people can relate to it, and the whole package seems to have worked in favour of the celebrity singer and those behind the making of the song, Peter says.
Jithu of the trendsetting band, 'Avial', too feels the song is different, an experiment that clicked despite almost non-existing lyrics.
"It is a brilliant move, but yes, there are many songs and bands in Kerala that can easily compete with this song. Such music works well with the youth as they are ready to welcome all things new," says Jithu.
Even those who feel there is no trace of 'song' in this song modelled on Dappankoothu, agree that it has gone down well with people all over the country, even those who have no idea what Kolaveri' is.
"Good marketing strategy seems to have helped the song, but it is not a bad one. Of course, we have quality songs that could have become more popular, but these things just happen," says Sreekanth, manager of 'White Sugar' band, which is planning a song on the Mullaperiyar issue.