By Maheen Sabeeh| Instep – The News | June 29, 2018 |
Singer-songwriter Jimmy Khan has a number of singles and music videos to his credit, with ‘Madam’ being his last release. He has also contributed to several soundtracks including films such as Asim Raza’s Ho Mann Jahan and Mehreen Jabbar’s Dobara Phir Se. The same artist is gearing up to release a Punjabi EP in the coming days and months ahead.
Speaking to Instep earlier this month about music videos and the digital age, Khan revealed that he has “just recorded a Punjabi folk EP with my band in Karachi” before adding, “will share more with you as it gets closer to release time. Exciting times ahead. I hope.”
While the EP gets a release date, Khan also spoke to Instep about whether there has been a surge in music videos and the growth of music videos in terms of digital scope.
The musician from Lahore, who appeared on Coke Studio in season seven and has collaborated with Salt Arts for a series of successful live shows in Karachi, told Instep that though he doesn’t agree that there’s been a surge in music videos, a lot more music is coming out.
He added: “The great thing about the digital age is that now you can start monetising your own content and more people are getting the hang of it now than ever before. A quality song and music video might be able to generate its own return through various platforms. I’m hoping there’ll be less and less dependence on the corporate in the future and the music industry will be more independent than it currently is.
Furthermore the more the ROI (return on investment) on a music video through better structuring and actual monetizing, the more growth will be seen in music video quantity and more so creatively. Either that or some indirect form of return on the investment. E.g. live shows. It’s all about ROI!”
culturemaps86.wordpress.com 