In fact, in the first six months this year, a 100-odd videos have already hit the market. Earlier, if an artiste used to make one video per album, now some of them are making as many as three to four videos per album.Īccording to Thomas, 100-120 music videos were made last year and the number is expected to double this year. It all boils down to the game of numbers. "They've become a fad, people are watching them and talking about them." The reason for the image makeover of music videos is not far to seek. "A lot of effort is being put in unlike the Baba Sehgal kind of videos," says Vinay Sapru of Polygram. The good efforts have also meant a new acceptability and fan following." "But there's lots of offbeat stuff happening." "Music videos are becoming an art form in themselves," says Suresh Thomas, managing director, BMG Crescendo. "I've been the worst critic of music videos," admits Mandar Thakur, head of Channel V's music and artiste relations. Together they've ensured that pop music in India looks good.
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