The power of going viral in the age of Instagram is unparalleled. If you look at your phone first thing in the morning or use it to avoid eye contact on the subway commute, you'll probably have stopped mindlessly scrolling after hearing this new viral song. is. Cola. Sung by Jass, a certified public accountant turned artist, the song is breaking records.
Although Chor is the most viral song on Spotify India and around the world, with over 1.5 million views on YouTube, Jas says being recognized for his 'art' was never his motivation. Masu. The Delhi-based independent artist spoke to indianexpress.com in a Zoom interview about his newfound popularity on social media platforms and how he turned to art.
about his unusual nom de guerre, the singer stated that he did not believe in “stage” or “non-stage” names. “I don't think there's such a thing as a stage name or a non-stage name. Jas just makes tea. Jas just eats. Jas just performs. So I think this is a stage name. I don't believe in the concept that this is not a stage name,'' he told indianexpress.com.
He added that Justh is a “non-existent” word that has no meaning. “This is a new word for the world. So it doesn't have a meaning, but I gave it a meaning,” he said, declining to give his real name.
The beauty of music and poetry is ambiguity. And any art serves its purpose through ambiguity, not definition.Influenced by Rabindranath Tagore and his works, Jas is cautious about sharing his thoughts while writing. Cola. “I want the listener to have their own feelings, their own interpretations, their own meanings. And then, to be honest, the art that I loved, the poetry that I loved, and the ones that I really loved… I'm talking about songs that I've loved. I don't think poets and writers have ever told the world why they wrote something like that. They just wrote it, and the rest was gone. It’s about the reader absorbing it, being with it, and creating their own meaning,” he said.
“Something” Cola I feel like people will relate to this song in different ways at different times in their lives, especially as hopefully my other songs do as well. “Just like that song means something different to you today than it does six months from now, that song may mean something completely different to you, and that's the nature of the song in my opinion,” the singer added. Ta.
Featuring Jas, Cola He was shot dead by Prince Shah in Varanasi, Uttar Pradesh. The video begins with the singer on a boat and then takes viewers to the city streets. “For me, every time I go to Varanasi, it's hard to describe the essence of the place, so it was more important to capture the spirit of the space. The aim was not just to go shoot Banaras, but to capture it. That kind of access would never be seen in places where there are security guards or where there are people bathing in the Ganga or elsewhere,” he explained.
Speaking about his film career and creative vision, the singer said: So I have a kind of visual aesthetic for how I want my music to feel, how I want it to look, and the kind of emotions it creates. So we had a lot of conversations and I always had a feeling about shooting a video in Banaras. ”
Chor takes over Instagram
as Cola Dominating Instagram, the song has created over 150,000 reels since its release. Celebrities and content creators like Sara Ali Khan and Mouni Roy have shared their versions of Chor on the platform.
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Jas is grateful for the love and recognition he gets Cola. But he sees things from a neutral point of view. Speaking about his overnight fame, the singer said: But I must say that I am a very level-headed person about things. Who has the approach of looking at things from a very neutral point of view? ”
“I just look at it as validation. My vision and what I want to do with my art is very long-term and I want to do a lot of new things with music and bring a lot of new energy into the world with music. “If this is accepted, it's a positive sign for me to continue down that path,” he said.
When asked if he would be open to collaborating with a Bollywood label, Jas replied that he wants to make his own music and express his truth through art. He says, “I'm not thinking too far ahead in life, but I obviously have a voice and an interest.First of all, my interest is not in going out looking for Bollywood movies or anything like that. Because that's one of the reasons why I don't. I'm here to express my truth through music.”
“But if something happens along the way and I like it, I might consider that as well. I'm just going to go with the flow and see how life shapes up.” he continued.
Jas praised Arijit Singh and expressed his admiration for the Bollywood singer. “I love Arijit Singh. I think he brings a lot of truth to his art, especially on some songs he seems really invested in the moment. He's really in it. I really like his style and the purity of his actions. You can tell he cares about whatever he's doing.”
In India, independent music is finally gaining the momentum it needs and artists are being given the recognition they deserve. Her DIY aesthetic added to indie songs is what makes music lovers resonate with the genre.
Speaking about the same, Jas, who first gained legitimacy through a poem he wrote for the children's section of a newspaper, said: I think we as a country are a very intelligent group of people who have access to the best kinds of art in the world and want newer expressions. They want true representation. So as a country and as a people, young and old, we have access to information, all kinds of music, all kinds of movies, all kinds of literature, everything that's out there, access to the best content. think. Now you can tell who is honest and who is not. ”
