MX TakaTak has recently announced the launch of ‘TakaTak Manch’, a virtual stage that will host 104 musicians over 52 weeks. This one-stop digital destination will enable music lovers to witness some of the best and emerging music artists and creators across India. Speaking of which, siblings Tony Kakkar and Neha Kakkar flagged off the event with much pomp and splendour. In an exclusive interview with ETimes, the brother-sister duo opened up about being associated with the program and how short video formatting apps have proved to be a boon. Excerpts:
How does it feel to come on board ‘Takatak Manch’
Neha: Feels amazing to be launching ‘Takatak Manch’ on MX Takatak. Every musician loves to perform live, but to have such an extensive lineup across 52 weeks is unheard of in the digital space. I am super happy, excited, and humbled that I am launching Takatak Manch.
Tony: Absolutely, we hope to return again soon for a surprise with some of our musician friends. The opportunity for the fans to go live with their favourite musicians, interact with them and also perform with them – that’s new and I’ve never heard of anyone doing this.
Your songs have been a rage on the platform. Does it feel like a success?
Neha: It’s very humbling, to be honest. When I make songs I am always thinking of how I can connect with my audience but also about how I can be true to myself and them. The fact that they give so much love to my songs is such a reassuring feeling that I am working in the right direction.
Tony: There are many ways of thinking about success. But what’s more valuable to us is to measure how we have grown. Everyone in the industry is kind and warm. It’s important to be humble and it’s important to be unique.
How do you think short video formatting platforms help bring music communities together?
Neha: Short video platforms like MX Takatak help your music reach more people. I think music gets discovered by them and also fellow musicians find new and upcoming people’s music with whom they can later collaborate.
Tony: In a time where there’s no time to consume all music, short videos have really become the need of the hour. For us it’s about picking out a favourite snippet from a tune to help bring in fans to the whole song. But, for our fans, it’s about connecting with like-minded individuals without having to sift through too much.
Do these apps also incite insecurity and make one crave validation?
Both: Platforms don’t bring in insecurity. If someone is not confident about the work they do, they are insecure. If you are confident there is no scope for insecurity. If we’re talking about nerves and comfort zones, however, it’s part and parcel of the lifecycle of a musician. Opportunities like Manch offer up windows to get comfortable and build confidence.
Do you think the platforms are going in the right direction?
Both: Definitely, they are helping common people get stardom and income. It’s a real revolution in the online space and it opens your eyes to how many people are talented.
Which song of yours or others has been your addiction to making these videos and reels?
Tony: Right now it’s Main Dassa, Neha’s song.
Punjabi music has now taken a pretty good dominance in a country where Bollywood music rules…
Neha: You can attribute that to short video platforms like Takatak. They have helped quality work from Punjabi communities to grow and reach more and more people who have developed a liking for them.
What are you currently working on?
Neha: There are a lot of things in the pipeline, you will get to know very soon with a big announcement. But until then, follow our accounts on MX TakaTak. I shoot a lot of photos and videos a lot and love exploring how I create content. It’s a process that inspires me.