Creating memorable music is a never-ending process, and we learn from each project. There is no formula to give hit songs. A lot comes out of our live performances and concerts. We identify the kind of music people like and understand the different choices while connecting with audiences from different cities. When you have to enter back-to-back compositions, there is a creative block. The focus is always on creating something new
– In creating chartbusters
Remo D’Souza’s A B C D The series is our most challenging project to date. ABCD: Any Body Can Dance was the first dance film in India and we had no clue how to process it. After the first film was a hit, the second part (ABCD) was a big challenge as the audience had high expectations from us. Remo sir helped us a lot and there were many takeaways that we still use today
– in their most challenging project yet
I believe numbers don’t define the success of a song. Earlier, we checked how many CDs were sold, while the no Views Videos are now a tool to know if a song is a hit. Views, organic or not, may be important in today’s world, but we need to touch the hearts of our audience. We are lucky enough to have that happen most of the time
–
On the importance of visuals in music videos
Sachin-Jigar
Composing music for Dholiwood films comes naturally to us and we feel a different kind of confidence. Like AR Rahman sir and Ajay-Atul who brought folk music and created awe. Tamil Marathi cinema, respectively), we want to create that Gujarati Film industry. So, we like to experiment and surprise the audience. For example, Be strong (from Love Ni Bhavai) was rock based, whereas Sahiar (from Om Mangalam Singalam) had an Arabic touch
– When experimenting with music in Gujarati films
We have been successful in attracting audiences to listen to Gujarati songs through movies and singles. Our next goal is to bring the old, traditional garba that we grew up listening to, but with a bit of a contemporary touch. As Navratri is around the corner, we hope to come up with some good garba albums soon
–
About his upcoming projects