Shankar, Ehsaan and Loy may have tasted the power behind the politics, but the talented trio refuse to play by the rules that Bollywood has set before them, even if the price to pay is a million-dollar film project with one of India’s biggest production houses.
The award-winning musicians, who have several accolades to their credit – including the coveted National Film Award for Best Soundtrack for ‘Kal Ho Na Ho’ – are not the kind to let fame get to their head, as keyboardist Loy Mendonsa always says: “Fame is so fleeting, why hold on to something that you know could one day leave your side?”
The trio, who are in Dubai for the charity gig ‘Bollywood Rocks’ alongside Sunidhi Chuahan, spoke to Emirates 24|7 ahead of the March 8 show to talk about their path breaking work in breaking the monopoly that some musicians still command in the Indian film industry.
Lead vocalist Shankar Mahadevan said: “It’s always a struggle trying to convince film producers to take a chance on fresh new talent. After all, it’s their millions riding on a virtual newcomer. But somehow we manage.”
Mahadevan, who has pioneered a music academy two years ago that is spanning 23 countries today, said that despite their efforts, Bollywood is a juggernaut that needs to be overcome by every talent that crosses into the Indian music scene today.
“Bollywood music is so huge in India today that no musician can escape it if they want fame,” said Mahadevan. “You may produce 20 amazing pop albums, but that one hit Bollywood song can make you a household name overnight.
“But, having said that, it’s not the TV based reality shows are not also providing a much-need platform for virtual unknowns in India. But to sustain yourself, you need Bollywood.”
In a country that has one of the highest internet penetrations in the world, it is a wonder that no YouTube sensation has yet emerged like the West where breakthrough acts such as Justin Beiber have revolutionised the music industry.
Guitarist Ehsaan Noorani has a different take, saying: “The online medium to showcase your music is huge, even in India. But film and music producers have yet to master the art of monetising this cash cow.
“Once the key industry players become savvy, the platform will gain wider recognition. But it will happen; a revolution is imminent.”
It is not every day that a software engineer, a television scriptwriter and an advertising executive come together to become one of Bollywood’s biggest success stories.
The award-winning trio of Shankar-Ehsaan-Loy burst on to the Indian music scene in 1997, after making a name for themselves in the corporate world by composing ad jingles.
Late film director Mukul Anand recognised their immense potential and signed them on for his magnum opus, ‘Dus’.
Although the film never saw the light of day, the S-E-L tag team’s music became a cult phenomenon as popularity for Anand’s last project grew.
The trio finally tasted their first commercial success with 2001’s ‘Dil Chahta Hai’, and there has been no looking back since.
Over the last decade, S-E-L have composed and reaped in the awards for film soundtracks such as ‘Kyon…! Ho Gaya Na´ (2004) and ´Rock On!!´ (2008).
Their success has largely been attributed to their sound that was previously unheard in Bollywood – hip, urban compositions that appealed to a younger audience.
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