Basically, it has five qualities that are very important for success in the social media age today: Be Simple, Be Different, Be Authentic, Be Transparent, and, most important, Have Fun doing it. All these qualities are a recipe for success not only for music, but also for individuals and businesses.
The song is so simple that even toddlers are singing it, and for many toddlers, this song may be the first song they will sing instead of the old favorites such as: “Ba ba black sheep,” “Mary had a little lamb” and “Old McDonald had a farm.” People resonate to things that don’t make them think too much. Most would agree that there are not much brain power required in appreciating this song and its catchy tune. Welcome to the You Tube Age!
The song is different which makes it very appealing. Most of us have never been exposed to Tanglish (making English sound like Tamil) song, so when you first hear it, you are not sure what you are really listening to. It captures one’s attention immediately because you hear words that sound somewhat familiar, and are left asking yourself what is this “kolaveri di.” This makes you listen to it again and again.
The song is authentic in that a lot of people have a feeling of rage, whether it is personal, work related or something else. Many have adopted this song as an anthem to vent their frustration toward things they can’t control. People relate to this song since when you are filled with rage, you are not going to be very thoughtful, but rather erratic and see things only in black-and-white. This song does not hide how this guy feels about a girl who has hurt him. Gone are the days when you would only see a Bollywood or Tollywood hero lip syncing to a similar song with few dance moves added to soften the blow. This is not your father's music. Today, we want more than that; we want to see how the song was actually created in a recording studio.
We all see on the You Tube video how the song is being made as the performers are rehearsing it. It is hard to connect with people today unless you are transparent. People are just not interested in finished packaged product as a one-way entertainment; they also feel the need to express their creativity. Upon viewing this song, people are motivated to say to themselves, “We can do the same,” and many have and continue to do so based on the numerous renditions of this song on You Tube that keeps growing. People today want transparency, so they can see what you are doing, how you are doing it, and, most important, why you are doing it. To connect with people today, as an individual or as a business, it is paramount that you breed trust through transparency.
Lastly, the people making the song are having lot of fun rehearsing this music. They don’t seem to care what others may think; they just want to create music by experimenting. They are not even sure that the rehearsal video would become viral. Virality is predicated on how it resonates with people, how it makes them feel and how much it motivates them to tell others.
Now you know from this video how to be successful in the You Tube age. Not saying that by following these principles, you are going to create a viral video, but it will certainly have more views than just your grandparents increasing the view count. And, if businesses can incorporate these five qualities, I am sure they are likely to get more views and perhaps even turn some into potential customers. Now go create your own unique “kolaveri di” video.
Jay Oza is a founder and principal innovation development consultant at 5ToolGroup, a company that specializes in helping startups and established firms bring their innovation to the market in 90 days. 5ToolGroup has developed a unique methodology of integrating 5 tools necessary to enable Innovation-to-Market (ITM): Sales, Marketing, Partnerships, Customer Development and Agile/Lean Methodology. We are always interested in talking to companies who are not growing fast with their innovation-to-market initiative.