The track Thalli Pogathey from Gautham Menon’s film Achcham Yenbadhu Madaiyamada starring Simbu and Manjima Mohan, with music by AR Rahman has been going viral with hordes of cover versions, mashup videos, remix and instrumentals coming up on social media. Seeing the sheer number of user generated content in short span of time, Gautham Menon took the time to view few of them and shared them in social media and also with AR Rahman personally. All this even before the track’s official release scheduled on January 14th.
A contest has been announced by Gautham Menon asking aspiring musicians and singers to send their cover versions and instrumentals, and they will be shared by his channel and social media.
Speaking on user generated content, Shahir Muneer, director of digital media company Divo, who is also the music and digital partner of Achcham Yenbadhu Madaiyamada, said that user generated content, especially mashups are popular from Indian users, while cover versions and dance has equal representation from Tamil film and music fans abroad.