Do Sexy Item Songs Still Work in Bollywood, or is OTT Killing Them?
From Box Office Blockbusters to Background Noise: The Changing Fate of Sexy Item Songs
Sexy Item Songs Once Ruled Bollywood, But Can They Survive in the OTT Era
Sexy item songs have always been Bollywood’s guilty pleasure. But to understand where they stand today, we must go back in time to comprehend the present. The heyday of Bollywood item numbers was the early 2000s. Think of Baby Doll, Fevicol Se, Chikni Chameli, Sheila Ki Jawani and Munni Badnaam Hui. These were not merely songs, they were events. They became instant party anthems on dance floors all over the nation, music channels played them on loop, and FM stations kept them alive for months.
Above all item songs were used as marketing tools. To ensure immediate buzz producers frequently released these glitzy songs prior to the movie’s premiere. The songs ensured high opening numbers at the box office even if the movie itself ended up being mediocre. One hit item number literally made or broke a film’s commercial destiny for many years.
The Change: Satisfaction Above Glamour
However Bollywood and its viewers have evolved. The emergence of over-the-top (OTT) platforms such as Netflix, Amazon Prime and Disney+ Hotstar has provided viewers with access to compelling narratives, multi-layered characters and worldwide content. People will no longer tolerate mediocre scripts interspersed with sporadic music.
No matter how catchy an item song won’t be able to capture viewers’ interest if the movie lacks a compelling story. This explains why movies that mainly rely on glam numbers nowadays have trouble making a profit. Authenticity and passion are now more important to audiences than spectacle.
The new star in this parallel culture is storytelling especially thanks to OTT. Television programs such as Delhi Crime Scam 1992 and Panchayat demonstrate that viewers are attracted to relatability, realism and depth. In light of this it seems archaic to use a glossy track as a crowd-drawing device.
Not Quite Though are Item Songs Dead
It would be incorrect to argue that item songs have no relevance at all. They continue to be mainstays at weddings, sangeets and clubs and they continue to dominate YouTube charts and garner millions of views on Instagram Reels. Dance reality shows thrive on remixed versions of these songs and performers like Katrina Kaif, Jacqueline Fernandez and Nora Fatehi never cease to captivate audiences with their exuberant performances.
Unfortunately item songs no longer have the same cinematic impact. They are no longer in charge of determining whether or not people will purchase movie tickets. They live more independently instead seemingly unrelated to the films they appear in. You may not even be able to recall the title of the movie from which a popular song originated but you will undoubtedly recall the song.
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No More Distraction Says the Audience
Also there has been a change in culture. Viewers, especially younger audiences are more aware of gender representation and objectification in cinema. The phrase item song itself has drawn criticism for treating women like nothing more than objects of desire. As discussions about inclusivity and feminism gain traction Bollywood has been forced to reconsider its use of glamour in movies.
That doesn’t mean glitzy or daring songs will disappear but they are now frequently bundled as a narrative element rather than an afterthought. For instance songs like Oo Antava (Pushpa) successfully combined social criticism and sensuality appealing to both mass and online audiences.
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Item Numbers Future
What does this leave us with? Item songs are still around but their function has changed. These days they stand alone as entertainment products rather than serving as the foundation of a movie’s marketing strategy. They flourish online, dominate short-video platforms like Instagram and Mojo and propel music sales.
However the days of an item number saving a bad movie are over in theaters. Bollywood is shifting toward content-first cinema where a strong script is necessary for even the biggest stars to ensure success. There is still room for glamour but it is most effective when it enhances rather than detracts from the plot.
Once the lifeblood of Bollywood item songs have become more like background noise in the age of over-the-top (OTT) music. They are still entertaining, flamboyant and viral but they are not necessary. Give us compelling stories and the music will come easily. The audience has spoken.
What do you think? Have item songs lost their appeal in the era of streaming or are they still Bollywood’s guilty pleasure?
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