The ‘Musical State’ Of Odisha : World Music Day 2024

The ‘Musical State’ Of Odisha : World Music Day 2024

Jamaican reggae singer Bob Marley once said, “One good thing about music, when it hits you, you feel no pain.” All music lovers can relate to this sentiment. On the eve of ‘World Music Day,’ here is an interesting insight into the music of Odisha, a culturally and artistically rich state. The theme for World Music Day 2024 is to promote peace and positivity through music, providing free music for everyone to enjoy. Also known as ‘Fête de la Musique,’ this day, celebrated on June 21, 2024, highlights the diversity and beauty of music, encouraging people to embrace its impact on their lives. Musicians and music enthusiasts come together to perform, share their talents, and spread joy through music.

The Odia music industry has experienced many ups and downs but remains the most engaging factor in Odia entertainment. We all know of our greatest folk song, 'Rangabati,' which has earned three Padma Shri awards, and we still cherish the songs of the legendary musical figure, Akshay Mohanty. There was a time when the Odia album industry competed with the Punjabi album industry simultaneously. With the rise of social media and video streaming platforms like YouTube, the Odia music scene has been revamped, and we are once again embracing Odia album songs, witnessing a resurgence of new talents.

My City Links interacted with a few well-known faces from the Odia music world, and here is a summary of what we discovered.

The Evolution & it’s Effect

Like any cinema industry, songs determine the fate of Odia films across generations. We Odias have songs dedicated to every occasion, mood, activity, and aspect of our lives.

Adding more insight, senior film journalist and national award winner Surya Deo said, “During 1936-1947, our cinema songs used to embody traditional themes, folk culture, and authentic essence. Then, from 1948-1960, Odia songs embraced more vocal flavors, rich literary lyrics, and metaphors. In the 1960s, Odia cinema scenes influenced songwriting and music composition, a trend continuing until the 1970s. However, in the 1980s, as the Odia film industry became more technically advanced, emphasis shifted towards visuals, somewhat diminishing the focus on songs. By the 1990s, the lyrical value gradually declined, although not implying a lack of good songs during that period, but certainly, their frequency decreased.”

Legendary music composers and singers like Akshay Mohanty have left their mark with trendsetting songs like ‘Jajabara,’ likely the first successful title song in our industry.

“There is a long list of musical hits that Odia audiences have witnessed to date, including ‘Kie Kahara,’ ‘Jajabara,’ ‘Mamata,’ ‘Swapna Sagara,’ ‘Chinha Achinha,’ ‘Dora,’ ‘Suna Panjuri,’ ‘Akase Ki Ranga Lagila,’ and many more.

Odia people used to have a habit of listening to songs for at least half an hour up to the 90s. 

After the 90s, that habit vanished. Then, the Odia album industry emerged, where people started loving watching Odia songs. Album songs like ‘Emiti Ranga De’ and ‘Mate Bhulibuni Madhumalati’ became big hits,” added Deo.

The evolution of Odia music has been impressive over the last decade, according to Priyabrat Panigrahi, a young and emerging composer and singer. He remarked, “I've personally witnessed an upward trend in the quality of compositions, which is very inspiring. Nowadays, independent artists are producing good music without relying on big label companies. The trends in genres are difficult to pinpoint precisely, but overall, there's a change in the quality of compositions, phrasing, music arrangements, and poetry, which helps listeners appreciate us.”

Music has always played a significant role in the Indian cinema industry. Whether it's a director, producer, actor, music director, lyricist, singer, or choreographer, each wishes to take ownership of a song they've been involved with. Hence, music carries a significant responsibility in representing a film, its artists, technicians, musicians, or makers.

“I feel the primary reason behind the failure of Odia films these days is the failure to produce good and authentic music. Earlier, Odia films used to run for about 150 days, but now they barely last for more than 7 days. Producers often try to keep the music budget low or experiment with new talents, resulting in subpar music that ultimately leads to the film's failure. Makers should understand that not everyone can compose cinema songs; it requires knowledge of sequences, lyrics, stories, and drama,” added the musical scientist of Odisha, Prem Anand.

According to trendy Sambalpuri music composer and singer Bijay Anand, we are still in a growth phase in terms of music. Now, we are gaining listeners from across the globe. He remarked, “There was a time when listeners thought Sambalpuri songs were only for dancing, but times have changed. With platforms like Instagram and YouTube, awareness about music has increased. Listeners now appreciate Sambalpuri romantic songs. 'Rangabai' has gained national and international recognition, which is significant for us. We have several folk songs with the potential to grab global attention.”

According to Odia singer Barnali Hota of ‘Bharat Ka Amrit Kalas’ fame, her father's period marked the golden era of Odia music. She said, “After that, I feel our song quality has been compromised. But in today’s generation, I see new Odia composers like Gaurav Anand and Somesh Satpathy bringing back authentic Odia songs with quality and developing genres, incorporating global music. We are reworking our old songs' hooklines, giving them a fresh touch, which deserves appreciation and nurturing over time.”

The Digital Era’s Effect

Social media has been the primary platform where independent artists can showcase their talent and presence. Relying solely on popular labels may result in overlooking many emerging artists. In the past, good artists often went unnoticed because labels didn't sign them. Today, artists still rely on labels to advance their careers, but at least there is visibility.

Thanks to digital platforms, we can now listen to music from remote villages to anywhere across the world. When discussing digital technology, we should also consider music production and distribution. With the advantages of digital technology, music production can now happen even in small spaces like a table and chair.

"Normal people without reach or influence can now make music. We can sit at home with a laptop and make music. This power has been given to every common man and artist. However, regarding distribution, although we can listen to music, the remuneration generated is often very low due to the complexities of digital distribution," added Panigrahi.

Anand mentioned, "From the mid-90s to around 2015, the Odia album industry flourished. However, the introduction of CDs and DVDs increased piracy rates, leading to the industry's downfall. For the sake of novelty, we have drifted from our roots, which is affecting us. I always believe in the 'real,' not the 'reel.' So, social media hype can't sustain us forever. Like Rasagola, Odia music is sweet and enduring."

Regarding social media, Bijay added, "Social media has been a great help for newcomers like us. We have the platform and are putting in our efforts to prove ourselves."

"Digital revolution is here, giving singers like me a platform to showcase our talents. 'Daman' was a film widely distributed globally through digital promotion," added Barnali. 

The Fusion Effect
Most people are opening up their minds to the kind of music today’s generation wants to create. Some individuals are receptive to new ideas and eager to experiment with different genres. However, for the new generation, adhering to traditional music-making methods isn't a priority.

“I keep on experimenting. So in today's era, we see many filmmakers in the industry who are willing to take that chance with people like me and my music. The only challenge I face is when the older generation doesn't understand the type of music I want to create. Personally, having studied cinema in film school before delving into music, it's challenging to convince others to use certain music to enhance a film. Breaking away from established formulas is a major challenge. When incorporating traditional Odia elements, it's even more complex. As long as we're reaching out to various communities, including the younger generation and global audiences, any integration of Odia elements is welcomed, as long as it encourages appreciation of Odia music,” added Panigrahi.

Much of this collaboration is happening on social media. Now, many collaborations occur between talented artists. The artist community, especially music composers and singers, demonstrate unity by promoting each other's work on social media.

Adding to that, Panigrahi said, “On a personal level, I've noticed that people repost my achievements on social media, and I reciprocate for other artists. It's a collaborative effort in the truest sense. You'll also find artists singing each other's compositions and promoting them selflessly. This kind of collaboration has become more prevalent recently and has been very helpful. Understanding our audience and catering to their preferences is crucial. I'm very positive about it because when I started, my first Sambalpuri folk song, 'Tui Mor Sapon Re Guri,' was appreciated across continents. Odias in the West, UK, and US also started listening to it and appreciating it, leading to various opportunities.”

Barnali doesn't face challenges from the industry, but rather from her own community. Elaborating on this, she said, “For me, the challenges come from my own people. With time, we need to modernize while keeping our traditions intact to appeal to the current generation. Despite online bullying for my fusion work, I receive immense global appreciation, particularly from my own state. The number of haters is far less than my motivators and well-wishers, which boosts me and my art.”

For young song makers like Bijay, the basic challenge is to infuse folk music with a fresh touch. He said, “We face the challenge of blending local and global music while maintaining our cultural roots and respecting the emotions attached to our art and culture. I aim to keep the original Sambalpuri vibe alive in our newly created songs for the new generation.”

The Expectations

Discussing the issue with new generation Odia songs, Deo elaborated, “They have unknowingly lost their authenticity. They focus more on incorporating a Western touch to appeal to the youth. As a result, the essence of our soil is fading away, which is concerning. We need to find a way to engage the youth with our authentic flavors, which can distinguish us in the global scenario. I believe our youngsters have the talent and technology to achieve this. Some have already begun, and all of them can certainly contribute.”

Bijay has a small wish to make on this World Music Day, which is to progress together with our own artists and listeners. He said, “With combined efforts and love from our listeners, we can elevate our music industry to the next level.”

The audience's taste has changed, but there was a time when our songs had layers of meaning. The makers often justify their choices by claiming that such songs are what the audience prefers. “I don't believe in that. Instead, I'm certain that we've failed to refine the taste of our listeners. There hasn't been enough effort to showcase Odisha's authentic music. It deserves more attention. The album industry has made a comeback, and Odia folk is a part of it. We should strive to introduce our classic Odissi and other folk music into it. The future of Odia music is promising with people like Gaurav and Somesh,” added Barnali.

Wishing everyone a happy World Music Day, Prem Anand requested all Odia listeners to listen to good Odia music and support our artists. “We need their support and blessings the most, especially during this crucial period for the Odia entertainment industry,” he added.

“The audience's taste is gradually changing, and people are embracing good songs with meaningful lyrics. It's not just about emotional or love songs anymore; philosophical and inspirational songs are also gaining popularity. When we listen to such songs, it indicates impressive growth in the taste of music in Odisha. Quality-wise, we are doing really well, especially in the independent circuit. As for film music, it largely follows its own formula. However, some filmmakers are taking risks with newer, higher quality compositions. By that measure, I see a very positive future for Odia music. There was a time when a certain formulaic music dominated, and a certain standard prevailed. Some people of that generation are finding it challenging to accept this newer form of songs,” concluded Panigrahi.