Marketing doesn't supersede a good song's importance: Kholgade

Mumbai, Dec 8: Playback singer Shalmali Kholgade, who has sung songs like "Pareshaan", "Lat lag gayee" and "Baby ko bass pasand hai", says that only good marketing cannot give mileage to an average song, but a good composition does.

As there is a rapid rise in the number of playback singers, most artistes are involved in promotional activities for their song. So, does the value of genuine talent still exist in music industry or is it all about public relations (PR) and marketing?

Kholgade told IANS here: "I think it is a good balance of both. Marketing and PR do not supersede the importance of a good song. You need a good composition to begin with. You can't expect only marketing and PR to back an average track to be super hit and have an archival value at the same time. 

"Even though the song becomes a hit, it will eventually die. Having said that, the right kind of promotion of a song to reach out to people is important."

The singer is set to co-judge on Star Plus' new singing reality show "Dil Hai Hindustani" along with filmmaker Karan Johar, composer-singer Shekhar Ravjiani and rapper Badshah. 

She is looking for original music talent from the participants as she believes that identifying the signature voice of an individual is important.

"When you hear a new voice, you have a natural bodily reaction and affinity towards that. That is when you know that it is a good voice though in music reality shows, participants perform to established melodies and popular songs. What is important is to identify the original singing style and establish that. 

"So all the participants and budding singers should recognise their special voice and work on that rather than imitating an existing voice or singing style," said the winner of Filmfare Award.

She believes that the shelf life of a playback singer is becoming shorter because of existing talent and it's exposure. 

"Moreover, there is a receptive audience. So, as a talented singer you have work constantly to stay relevant with time," she said.

Kholgade joined Bollywood in 2012 and has crooned some romantic numbers as well as sung peppy dance tracks for films such as "Ishaqzaade", "Race 2", "Shuddh Desi Romance" and "Sultan".

Asked about her versatility, the singer, who has worked with music directors like Amit Trivedi, Pritam, Sachin-Jigar and Vishal-Shekhar, said: "Why do I have to be versatile? Not all the songs are for me! I do not want to be a Jack of all trades and master of none. I have discovered my singing style and ability as a singer and rather than proving my versatility, I would like to focus on what best I can do with what have."