Animation music

June 6, 2009

Animation is slowly making its way into the desi music industry with musicians (especially indie-artistes) opting for animated visual representation of their compositions (especially when released as singles). Music connoisseurs would know that though this model of music video production has always been musicians’ trusted friend (especially in the West), it remains a virgin territory for Indian musicians as far as its uniqueness is concerned.

The earliest example of animation in music goes back to Walt Disney’s The Skeleton Dance in 1929, and it was later followed by stalwarts from different eras including The Beatles (Elanor Rigby in 1966), Phil Collins, Elton John to Gorillaz and Korn to name just a few. Today, Indian musicians (such as Them Clones, Dhruv Ghanekar and Ashutosh Phatak of Smoke, Avial) are relying on the formula preferred by many bigwigs of the industry and have released their singles with animated videos in the market with popular channels airing them on demand.

“It is a great thing to do when the market is down. An animated video helps in cost-cutting as one doesn’t need a team and things can be taken care of single-handedly. Moreover, it doesn’t have any post-production hassles,” says Abhinav Tripathi, who designed the animated video of Them Clones’ first single My Life.

Another advantage of having an animated video is that it gives more space to musicians as well as animators to stretch their level of imagination. Says Pentagram and Shaair ‘n’ Func’s Randolph Correia, “The best part about animated videos is that you can go beyond reality to explain certain emotions that the musician wants to put across to his listeners. I think it gives liberty to justify certain themes which otherwise would be difficult to portray.” However, according to Randolph, having an animated video doesn’t always helps in cost-cutting. “Unless someone is doing it at home, producing an animated video can be expensive. Especially if you intend to make it 3D, the studios along with animators might charge you a lot, let alone post production,”

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