Even though smart individuals with the smartest technology manage the best visuals for their sub-average songs to attract more eyeballs, still, unlike in 2021 and 2022, there is good poetry, better singers and bigger platforms that Kashmir consumed in 2023. The cringe content is getting gradually out of the chart, Syed Shadab Ali Gillani finds in the third digital music consumption survey
The world is changing, so is Kashmir. With almost every person carrying a Smartphone and using affordable internet, entertainment is the first thing people are looking for. In most of the cases, music is playing second fiddle to humour on the internet.
Globally, more than two-thirds of the revenue that the music industry is generating comes from the internet, the digital music. In Jammu and Kashmir, though music is not monetised the way it is in developed societies, still, it continues to be the major mover on the internet. Content creators are now putting extra effort into getting most of the eyeballs for whatever they upload. Kashmir is tuning in to the internet round the clock – more than eight million users in Kashmir alone, and every user spends more than Rs 300 on his cell phone luxury, every month. The year 2023 witnessed a plethora of songs and vocalists garnering significant acclaim and establishing themselves as favourites among audiences. It is a cutthroat competition, very democratic and real.
In Kashmir Life‘s third yearly survey on Kashmiri music on the internet, interesting trends were visible. Unlike the first two years, the established singers have discovered the space for sustaining their status. Now, even music companies are joining it and handholding the established singers to be part of Music India’s growth story. Some singers have started understanding the significance of the blend with motion images. Still, the new generation of singers continues to dominate the growth in music’s 2023 journey in Kashmir. The 2023 chart is dominated by love songs and romanticism.
Credit goes to three singers, who, in the cutthroat competition, managed to stay in the survey. Interestingly, one of the singers – the youngest in the gang, who appeared in last year’s survey, now controls two slots in 2023. The survey showcases the evolving dynamics of the digital Kashmiri music scene in Kashmir.
Kya Karri Koarrimoal
Following the success of Wafadar Mouji (The Loyal Mother) five years ago, singers Mohammad Muneem and Kashmiri folk artist Noor Mohammad reunited in 2023 for a new collaboration. Teaming up with Indian female singer Aashima Mahajan, the trio produced Kya Karri Koarrimoal (Bride’s Father Lacks An Option), a song featured on Coke Studio Bharat. The composition, lyrics, and a stirring orchestral finale propelled the song to trending status, inspiring numerous reels, videos, and shorts.
With a thematic focus on fat bad Kashmir weddings, the lyrics delve into a bride’s and her father’s emotional journey as they prepare for the nuptial ceremony. The narrative focuses on the challenges faced by the bride’s father.
Garnering over two crore views on YouTube and over a lakh likes, the song further gained traction on social media, where segmented uploads and reels collectively amassed over a million views.
The song’s resonance was particularly notable among female listeners, with Aashima Mahajan’s evocative lines striking a chord with many. Additionally, the song found appreciation for its perceived commentary on the challenges faced by fathers during extravagant weddings.
“When I heard this song, I became so emotional,” Hafsa, a soon-to-be bride, said. “I could imagine this song being made for my family, my father. And my father could also resonate with this song, like every word of it.”
Lead singer Mohammad Muneem highlighted the collaborative effort’s intention to convey emotions and document diverse perspectives. As the first artist from Kashmir to perform in Coke Studio Bharat, Muneem emphasised the song’s narrative complexity, featuring four protagonists – a narrator, the bride, the bride’s father, and the people.
Reflecting on the broader musical landscape in Kashmir, Muneem lamented the under-documentation of lost artists and observed a prevailing preference for digestible genres such as pop music.
Receiving a positive response, Muneem acknowledged the significance of numerical metrics while emphasising gratitude for the audience’s reception. “Though I have never paid any heed to numbers, but numbers do matter,” he admitted.
Meri Jaan /Ya Tulli Khanjar Maare
The accomplished Sufi singer Abdul Rashid Hafiz took the spotlight in 2023, collaborating with the music-producing duo Salim Suleiman to deliver Ya Tulli Khanjar Maare (Let The Lover Slay Me), a sensation since the late nineteenth century when Abdul Ahad Nazim wrote it. The song features the vocal talents of Abdul Rashid Hafiz, Asees Kaur, and Raj Pandit.
Garnering over 65 lakh views on YouTube and more than one lakh likes, the song boasts lyrics crafted by A M Turaz and Abdul Ahad Nazim, with renowned Indian music composer Mithoon at the helm of composition. Notably, this composition was showcased at Bhoomi 2023, a platform that featured Noor Mohammad’s Nazneen in 2022.
Originally presented by Abdul Rashid Hafiz in a traditional Kashmiri style, the song gained considerable appreciation. However, a fusion version released last year faced a lukewarm reception, particularly among the people of Kashmir. Some expressed sentiments of dissatisfaction, with a middle-aged fan of Hafiz stating, “I mean, he is a veteran, and he gets just two lines to sing in this remix? That is not fair. I don’t know why he agreed to do it.” Some even disliked his idea of the collaboration insisting he compromised his own status in Kashmiri Sufi music.
Ya Tulli Khanjar Maare explores themes of love, separation, and heartache, with its lyrics delicately capturing the nuances of surrendering to love and one’s beloved. The fusion rendition’s reception, especially in Kashmir, underscored a nuanced perspective on the treatment of a veteran artist’s contribution to contemporary collaborations.
Gov Kya Malaal Yaaras
The youngest in the listing, Ayan Sajad, who gained recognition in Kashmir Life‘s music segment in 2022 with his debut Be Dard Daadi Chane, maintained his stride in 2023 with the release of Gov Kya Malaal Yaaras (. The latter, managed by Mashq Records, the same label that launched Ayan’s debut, garnered over twenty-nine lakh views within two months. Ayan lent his distinctive voice to the lyrics of Anjan Kashmiri.
This composition, inspired by real-life events, captivated audiences with its compelling vocals and visuals, affirming the artistic prowess of the young singer and his collaborative team.
RJ Umar, the individual responsible for Ayan’s introduction, emphasised the song’s roots in ancient lyrics, expressing a commitment to rejuvenating traditional Kashmiri literature and language. “Our song was very well received; even Bollywood celebrities are using our audio,” Umar noted. “We are recreating old Kashmiri songs, thereby contributing to the preservation of our mother language.”
Highlighting the song’s broad impact, Umar mentioned its availability on multiple audio streaming platforms, where it continues to receive acclaim. Ayan’s previous release, officially Be Dard, marked the inaugural offering on the Mashq Records channel.
Umar shed light on the label’s ethos, underscoring their dedication to providing a platform for undiscovered artists like Ayan. The label’s approach involves grooming emerging talents for specific genres through workshops, including acting classes. This commitment aligns with their broader mission of fostering and showcasing lesser-known artists within the Kashmiri music landscape.
Jaan e Jaanaan
Ayan Sajad’s naat, Jaan e Jaanaan, released nine months ago as his second piece, has gained significant recognition for its profound impact. Composed by Moulana Anwar Shopaini and featured on Mashq Records, this devotional creation has garnered over seventy-nine lakh views. Arif Mir contributed the musical arrangement to this spiritually resonant naat, and Ayan’s rendition has garnered appreciation evident in the comments section.
Both visually and sonically appealing, the naat showcases Ayan in various spiritual settings alongside Kashmiri locals. The success of Jaan e Jaanaan underscores its widespread appreciation, transcending geographical boundaries.
RJ Umar, discussing the reception of the devotional number, emphasised the importance of consistent and quality content production to sustain audience engagement. According to him, maintaining this approach is crucial for retaining the interest of the audience.
Zahar Chaani Loluk
Zahar Chaani Loluk, released on the Kasheer Music channel, has secured its place as one of the most viewed Kashmiri songs of 2023, surpassing fifty-five lakh views. Local Kashmiri singer Taju Mir lends both vocals and composition to this song, with Shoaib Majeed providing the music and Feroz Maqbool contributing the lyrics. In just five months, the song has witnessed extensive sharing on various social media platforms.
The success of Zahar Chaani Loluk highlights Taju Mir’s impact on the local music scene. The synergy between music, lyrics, and vocals has resonated with audiences, contributing to the song’s widespread popularity and extensive online sharing. It is a love song and that makes it very popular with the new Kashmir generation.
Originally, Tajamul Mir, Taju is an under-grad from a Rajwar village in Handwara. Noticing his talent, it was a policeman, Rashid Khan, who encouraged him to sing and even funded his forays into music. Son of a retired government employee, Taju picked the skill of using an instrument at Srinagar’s Institute of Music and Fine Arts. He later moved to Chandigarh to upgrade his skills and is now recording his numbers. Interestingly, his inspiration is Ishfaq Kawa, whose numbers attracted fewer numbers than Taju.
Humdarde
Ishfaq Kawa, previously featured in 2021 and 2022 Kashmir Life listings for his viral music, maintains his presence in 2023 with Humdarde and several other compositions. The song has accrued over forty-two lakh views on YouTube within nine months, garnering consistent attention in Jammu and Kashmir.
Humdarde is composed by Manzoor Shah, with the music crafted by Shahid Vaakhs. Shot in Kashmir periphery with mustard flowering in the backdrop, it is a love song showcasing the pathos of a lover by not being responded to by the invisible partner. The number is a remake and it is already popular with the folk singers and is being sung at weddings by professionals as well.
Meani Nabiyo
Kawa has emerged as a professional singer. Unlike many others, he sings throughout the year. In 2023, his numbers include Jiger Zakhmi, Be Aar, and Zamanai. Among his diverse musical offerings, Meani Nabiyo stands out as a naat, accumulating over eighty lakh views on YouTube in nine months.
The composition, by Shahid Vaakhs, coupled with Sarfaraz Nouraani’s lyrics, has resonated with audiences, evidenced by over sixty-nine thousand likes.
Mea Gov Muhabbat
New Kashmiri singer Syed Ifam recorded a love song Mea Gov Muhabbat (I Fell in Love), a composition exploring themes of love and betrayal with traditional Kashmiri lyrics. Composed by Muhsen Khan, the song has surpassed 19 lakh views in over four months on My Kash Music’s YouTube channel.
The song whose lyricist is not known is a lament over the cost that one pays for falling in love. It is addressed towards teenagers, back-benchers and dropouts. The video features Syed Ifam, contributing to the song’s visual and auditory allure.
A resident of Sumbal Bandipore, he has sung almost five numbers so far of which this one that finally got him entry into the Kashmir Life survey. “I have no idea who the poet is,” Ifam said. “But it is hugely popular with people, especially in wedding ceremonies.” Business apart, Ifam is pursuing a master’s in distance education mode.
Nundebon
Srinagar singer Yawar Abdal, known for his previous work Tamanna, takes the lead in both vocals and composition for Nundebon (The Loved One). Released on January 1, 2023, this melodious composition features poetry from celebrated Kashmiri poets Rasul Mir, Mirza Ghalib, and Ameer Khusrau.
Interestingly, he has sung and shot the three celebrated poets in three different settings – Rasul Mir literally in and around water; Ghalib in the fall with abundant Chinar leave-fall and a bit of smoke around and then the Persian couplets of Khusrrau in dim-lit dark. “Nundebon talks about how seclusion can be beautiful and how slowly life gets filled with colours if one remains patient. Also, how the superlative of love is devotion and dedication,” the video captions read.
The video, showcasing Sufiyan Malik and Khan Inaam ul Haq, has accumulated nearly half a million views on YouTube. Characterised by strong visuals, Nundebon resonates as a compelling depiction of the artist’s desire for appreciation, love, and support from the audience.
This is the second time that Abdal chose three languages and three poets to make a number. Last time, he sang Tamana (The Desire) using the lyrics of Mehjoor, Ghalib and Amir Khusrau.
Ae Yaad
Released on April 27, Ae Yaad by Faheem Abdullah serves as a tribute to various memories and emotions. The song, predominantly in Urdu, has garnered attention from more than seven lakh viewers on YouTube.
Faheem Abdullah, the singer, not only lent his voice but also crafted the lyrics and composed the song. The release is featured on Artiste First’s YouTube channel. A Srinagar artist, Faheem is directing the musical videos writing lyrics and composing music also.
Power
Released in late December 2023, the parody song Power quickly amassed over 1.7 million views on YouTube and exceeded one lakh views on Facebook. Sung by Mir Parvaiz and Hena, the song is featured on Mir Parvaiz’s official account, known for its humorous parodies.
The lyrics, penned by Ghulam Ali Majboor, humorously address the challenges of electricity disruptions during the harsh winter months in Kashmir.
Highlighting the longstanding concerns over electricity in the region, exacerbated by unscheduled power cuts during winters, the song resonates with locals. It satirically depicts the unpredictable nature of power availability, with specific reference to varying voltage levels across different areas. Released on December 23, 2023, the song has garnered more than ninety-seven thousand likes on YouTube.
The song got popular because it was released when Kashmir was facing the load shedding. “I think it was going viral when I first heard this song through social media, I could feel every word as if it was me expressing my issues related to electricity in our area,” Kashmiri resident Mushtaq Ahmad said.
In addition to Power, Mir Parvaiz’s quirky release Fashion, released 10 months ago, has gained substantial attention, accumulating 4.1 million on YouTube.
Kashmir Anthem
Owais Shah, renowned as Bandook029, unveiled the Kashmir Anthem on April 22, 2023, amassing over nine lakh views. Written and sung by Owais himself, the predominantly rap composition explores various facets of Kashmir and its people, featuring diverse visuals of the region.
The bilingual song has garnered positive feedback from viewers, with an array of affirming comments. It serves as an artistic expression of Owais Shah’s connection to Kashmir, presenting a comprehensive narrative that touches upon different locations within the valley.
Owais Shah’s collaboration with Saqib, titled Ser Booj, released a month ago, has similarly resonated well with audiences, accumulating over three lakh views on YouTube. This composition delves into themes of motherhood, capturing the essence of maternal love and emotions.
Jal Waloo
Truck driver turned vlogger, known as Sethi Xpress, recently ventured into music with the release of a song titled Jal Waloo. Produced two months ago, the song has accumulated nearly eight lakh views on YouTube. Sethi Express, known for his vlogs documenting daily life and travel journeys, transitioned into singing for this project.
The music for Jal Waloo was composed by Shakir Baba, and the song, primarily filmed in Kashmir, explores themes of heartbreak, love, and separation. With over three lakh fifty-two thousand subscribers, Sethi Xpress is recognised for his YouTube channel.
Read the 2021 Survey
Read the 2022 Survey
