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The fact that the audience has given so much love to our songs is reassuring


MX TakaTak recently announced the launch of ‘TakaTak Manch’, a virtual stage that will host 104 musicians over 52 weeks. This unique digital destination will allow music lovers to witness some of the best emerging music artists and creators in all of India. Speaking of which brothers Tony kakkar Y Neha kakkar marked the event with much pomp and splendor. In an exclusive interview with ETimes, the brother-sister duo talked about being associated with the show and how short video format apps have proven to be a boon. Excerpts:

How does it feel to get on board?
Takatak Manch ‘

Neha: It feels amazing to launch ‘Takatak Manch’ on MX Takatak. All musicians love to perform live, but having such an extensive lineup spanning 52 weeks is unheard of in the digital space. I am super happy, excited and humbled for the release of Takatak Manch.

Tony: Of course, we hope to come back soon for a surprise with some of our musician friends. The opportunity for fans to go live with their favorite musicians, interact with them and also perform with them, that’s new and I’ve never heard of anyone doing this.

Your songs have caused a sensation on the platform. Does it feel like a success?

Neha: It’s very humiliating, to be honest. When I make songs, I always think about how I can connect with my audience, but also how I can be true to myself and to them. The fact that they give my songs so much love is such a comforting feeling that I am working in the right direction.

Tony: There are many ways to think about success. But what is most valuable to us is measuring how we have grown. Everyone in the industry is friendly and warm. It is important to be humble and it is important to be unique.

How do you think short video format platforms help bring music communities together?

Neha: Short video platforms like MX Takatak help your music reach more people. I believe that music is discovered by them and also fellow musicians find music from new and future people with whom they can later collaborate.

Tony: In an age where there is no time to consume all the music, short videos have truly become the necessity of the moment. For us, it’s about choosing a favorite fragment of a melody to help attract fans to the whole song. But, for our fans, it’s about connecting with like-minded people without having to sift too hard.

Do these apps also incite insecurity and make you crave validation?

Both: The platforms do not bring insecurity. If someone does not trust the work they do, they are insecure. If you are confident, there is no room for insecurity. However, if we talk about nerves and comfort zones, it is an integral part of the life cycle of a musician. Opportunities like Manch offer windows to feel comfortable and build confidence.

Do you think the platforms are going in the right direction?

They are definitely helping ordinary people to gain stardom and income. It is a true revolution in the online space and it opens your eyes to the number of talented people.

What song of yours or another has been your addiction to make these videos and reels?

Tony: Right now it’s Main Dassa, Neha’s song.

Punjabi music has acquired great dominance in a country where Bollywood music reigns …

Neha: You can attribute that to short video platforms like Takatak. They have helped the quality work of Punjabi communities grow and reach more and more people who have developed a taste for them.

What are you currently working on?

Neha: There are many things in the works, you will know very soon with a great announcement. But until then, follow our accounts at MX TakaTak. I take a lot of photos and videos and I love exploring how I create content. It is a process that inspires me.

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