Bikini and Bhojpuri may not mix, but the grandmother of all recording companies, HMV, is trying to bridge the gap in its attempt to capture the Bhojpur belt. Remix old songs from Bhojpuri films and package them tantalisingly into an album with a woman on top. HMV says it was inspired to tap the market after the runaway remix-hit, Kaanta Laga. The red bikini-clad woman in the song from HMV is already doing the rounds of satellite channels and has set the sales soaring.With the recording company entering the market, the Bhojpur belt (Eastern UP up to Central Bihar) is going to see an intense battle for ears between old warhorse T-series and HMV. And both will be targeting the same audience — truck drivers and a huge migrant population.A late entrant with music company T-series clearly the market leader, HMV wants to get into movie music rather than old and contemporary Bhojpuri songs. Result? Rajai Bin Ratiya Kaise Kati — replete with double entendres (essential to capture the market comprising a huge migrant population from Bihar and truck drivers), HMV’s latest offering hit the market 10 days ago. The response has been encouraging with album sales touching 15,000 already. ‘‘Once it reaches a lakh, we can call it a super-duper hit,’’ says Ranvir Singh of HMV. He adds that a woman is essential because that’s the temptation for people who want to hear the music. The audio cassettes have been priced low at Rs 34 as opposed to Rs 125.Singh says his company will only venture into film music as HMV has the copyright to blockbusters like Dangal and Hamaar Bauji. ‘‘We are also planning some roadshows and albums for television,’’ says Singh.Leader T-series, on the other hand, is openly dismissive of HMV’s efforts. ‘‘We are No. 1. The music industry is only 15 years old and remixes are unknown in the Bhojpur belt,’’ says Pradeep Gangal, vice-president, T-series. Remixes will not work, he says, adding T-series has an entire catalogue of Bhojpuri music and has worked on building its bank of saleable musicians.T-series is using the voices of well-established singers like Radhey Sham Rasia, Guddu Rangeela and Manoj Tiwari to render folk songs and bhajans. ‘‘Raunchy numbers do well, and these singers who dabble in all forms are household names,’’ says Gangal, adding an attractive woman on the album cover helps to sell the album.Meanwhile, the sudden explosion in the remix market has led to two developments — the Indian music industry has complained to the Information and Broadcasting Ministry in writing that remixes are piracy of a different kind where original artistes are not only being denied their royalty fee but also robbed of their identity. HMV is quick to point out that the singers are original and that only the beat has been sexed up.The ministry has responded by making every album obtain a necessary certification by the Censor Board. Even trailers of films/music albums require clearance before they are aired.
