Music Companies Give Commercial Songs to Their Own Artists: Sonu Nigam

He has been one of the most sought after singers of the Bollywood in the last two decades, but Sonu Nigam feels that music industry today has completely changed leaving artists like him with limited choice.

Sonu says most of the artists belong to music companies, which manage them and make sure that the singers under them get the most popular track.

“The whole music business has changed today. Most of the artists belong to certain music companies. They manage their talent. If the company has a good song, they will give it to their singers and not others. Only specialised songs will come to me,” revealed Sonu. “If they think that this particular song can only be sung by me, then they approach me. If they have a commercial song, which they know will be a hit, they will make their own artist sing it,” he added.

The 42-year-old singer began his career by singing in the 1990 movie Janam. He shot to fame with songs like “Sandese Aate Hai” from Border, “Ye Dil Deewana” from Pardes and released his album, Deewana. The Kal Ho Na Ho crooner says music companies give the best songs to one of “their” artists as it benefits them.

When asked the motive behind music companies managing singers, Sonu said, “Because the singer will then perform the song everywhere, do concerts, and a certain percentage of monetary share will go to the company. You can’t expect me to sing the songs I did 10 years ago. The whole industry has changed.”

The singer is currently geared up for his latest single, “Crazy Dil” for Culture Machine. “For a long time, people wanted to see me in the Indi-pop genre of songs. This one is a dance track. It is a simple, funky song. Today even the definition of a pop song has changed and the old one has become outdated,” said Sonu.

The video of the song, produced by Being Indian Music, features the singer along with his son Nevaan and his close friends from the industry in cameos like Rajkumar Hirani, Farah Khan, Kailash Kher, Sunil Grover and Natalie Di Luccio.

“They were all very sweet. The experience was fantastic. In fact, it was awesome to shoot with my kid. I had to request him because he is a shy kid. He is not singing but saying a dialogue in the video. The line has been written by Raju (Hirani) and it has turned out beautifully.”