Sonu Nigam prefers old ways of promoting music

Sonu Nigam has tied up with T-Series for his new single titled, ‘Aa Bhi Jaa’ (2015). While film and non-film music��is now being promoted widely through social media, Nigam doesn’t like this new approach, and prefers the olden day when audiences used to go out and buy CD’s because they liked the singer.

Nigam spoke to Box Office India about his new single and the longevity of music today. He said, “This is the first single I have done with T-Series although we have done many albums together in the past. Since nobody buys albums anymore, it’s good to solely focus on singles. The video has turned out well and the music has been flawlessly composed by Jeet Ganguli, and Manoj Muntashir is a wonderful writer.”

Nigam added that music nowadays��is forced upon the audience, saying, “Today, we have to rely on the social networking buzz and that is also why there are singles. Earlier, if an artiste was known and people liked his work, then they would by his or her CDs. According to me, that was a better way because when it comes to social networking, if people watch the videos, the artiste has no way of knowing if they liked them or not. There are many times when a song grows on the listener. That is also why there is no longevity because their��songs are forced on the audience; those songs are not of their choice. With films, we get our daily does of promoted film songs but the audience should also get a dose of a singer’s independent music.”

Nigam��will��next be heard��in Shah Rukh Khan’s upcoming, ‘Raees’.