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With his warmth and charming smile, arguably the pioneer of Tamil Hip Hop, Yogi B talks about how excited he is to perform in Chennai. “There’s something soulful and refreshing about returning to your home country, even just sitting with friends and sipping chai.” But this time it feels like stepping into another world. , he says Yogi. “Coming here after the pandemic feels like a reset to my life and the world I know. I feel like
This Thursday, Yogi will be performing with presenters Jess and Dr. Byrne at Phoenix Market City, Chennai. Malaysia based, popularly known as Yogi B & Natchatra The ensemble returns to perform in Tamil Nadu after almost 15 years. Yogi says trends in music consumption during the pandemic pushed them to do this. “There is a demand among fans to see the artists they grew up with, the retro wave that is happening all over the world,” he said.
Host Jesz, Yogi B, Dr. Burn, collectively ‘Yogi B & Natchatra’ | Photo Credit: Special Arrangement
“During the pandemic, when people were in silence, this is what people thought.” mavan, what is worth in life? What music moved us and captured those precious moments?” And it was worth looking back. We, Yogi B and Natchatra, are fortunate to still have a place in people’s hearts. ” The concert has another reason to be close to Yogi. The artist has it right on his sleeve that he’s been called the godfather of his hip-hop in Tamil, and on his T-his shirt that says ‘Original’ in block letters. “It comes with a lot of weight to carry. An artistic responsibility. Tamil is as big as the galaxy and hip-hop is a vast art form. We want to make sure that
Presenter Jess: For a full-time artist like myself, the pandemic has been a disaster like no other. It took a lot from me and drove me into depression and many friends from Chennai asked me to come here. The love our fans have poured out for us during the pandemic has brought us back to Yogi B & Natchatra.
Dr. Byrne: This new generation has never seen Tamil hip hop like us. Valavan Appeared about 17 years ago. Since then, our understanding of hip-hop has changed, and so has our taste in music, so it’s important to tell this new audience what we’re going for. It’s challenging and exciting.
In his 30-year career, Yogi has seen the popularity curve of rap music grow exponentially. “The rapid advancement of technology and people’s lifestyles have converged and everyone has become a content creator. But the growth of music streaming has spawned a new argument dividing music lovers: the loss of tangibility has reduced ownership of music among listeners. Gone are the generations that had music cassettes and music players with curated tracks, and the curve of the vinyl cassette music device turned into something intangible.Yogi agrees with these arguments. This is due to the commodification without understanding the cultural value of trade.
“When sociocultural values are ignored in the process of commercialization, it becomes plastic. When you physically own music, there is a reality to it. It’s like a wave.The major players in the industry don’t care about the concreteness of music because they don’t have cultural centers within their organisations.” If so, Yogi says it would offer both streaming and physical products. He also points to a generational mismatch in music consumers. “There is a huge generational gap in music consumption, especially in India, as there is a lack of proper documentation and insight into this culture. There are viral icons, but not many socio-cultural music icons. No one taught young people what the highest resolution was and why streaming couldn’t offer what a CD could offer.”
Technological progress cannot be blamed unanimously. Yogi cites the example of record sales still growing in the United States, synonymous with technological progress. “Artists like Adele have sold millions of CDs over the past few years. You go to certain supermarkets, and when you start buying, you start realizing the tangible value of music.”
Yogi B | Photo Credit: Special Arrangements
A musician who has had no trouble juggling indie music and film scores, Yogi is happy to see these two schools of art meet and respect each other. “People now understand what indie music is. When I started, I had to explain it to people over and over. I was waiting for this “awakened generation” who likes to feel, think with their heads, and accept conventional ideas without question. ”
of Katlavai Patlavai-rapper also emphasizes the importance of social activism in rap and supports the rise of artists such as Arivu, OfRo and Da-Lit boy. In fact, he is critical of his repertoire even for not doing more of his social work. “These artists are much needed in the culture of form because it is all about quality and fighting injustice. I’m listening to them.
Tracks Yogi B & Natchatra will perform at the event: Hip Hop Era, Mov Dat, Iru Mugan Settai, Bad Boy, Naduvan, Engeyum Eppothum, Vaazhkai Oru Porkalam, Thani Vazhi, Indian GirlsWhen Madai Tirantu
Yogi hopes to put out new music now. Not enough new music is also why Yogi is fed up with the tag “madai tirantu singer” looming overhead. Madai TirantuFrom Yogi B & Natchatra’s debut album Valavantheir breakout track, and as is the case with artists who achieved great early success, Yogi has fought to get out of his shadow. I don’t mean to, but I’m doing my best to break it down.” And his next album mantra hood is an attempt to “I will definitely release a single this year. ValavanHowever, Yogi has not yet focused on film music. plug. nan utaman nu sora balala (“I don’t claim to be great.”) But I’m an independent artist, and saying something negative can be kind of a mantra.
See Yogi B and Natchatra live at Phoenix Market City, Chennai on January 26th at 6:30pm
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