Social media frenzy over Kolaveri Di Analysis of the social media buzz around the viral hit “ Why this Kolaveri Di”
What is this ‘Kolaveri Di”??? The peppy yet quirky song in Tamglish (Tamil plus English), which became a social media phenomenon after its supposed ‘leak’ on YouTube
The first Indian song to have gained mass appeal… … primarily through social networking sites rather than through the traditional forms of media
<ul><li>Trending on Twitter with #Kolaveri </li></ul><ul><li>Over 2.5 million views on YouTube </li></ul><ul><li>1000s of posts shared and posted on Facebook </li></ul><ul><li>More then 500 news articles written </li></ul>Social Buzz peaked on 30 th November, 2011
… And the primary reason for the peak was Microblogs (mainly Twitter), followed by Social Networks such as Facebook and News Most of this buzz was positive with only 1/4 th of the conversations expressing negative sentiments
Tweets praising the real-to-life video, the actor Dhanush, the wacky lyrics etc Facebook status updates comprising mostly of the lyrics of Kolaveri, owing to lesser restrictions pertaining to character limits, Various spawned versions of the hit song flooded YouTube Extensive coverage in online publications ranging from The Times of India to the Time Magazine Overview of the buzz across social media platforms
Attracted negative comments from an audience that was exposed to the much hyped song and was disappointed since it did not meet their expectations Negativity around the song amplified after renowned lyricist Javed Akhtar’s comments about the song being an insult to sensibility This massive buzz had its disadvantages too!!
Most popular discussions around the meaning of the word Kolaveri which when translated means killer or murderous rage , the video , the peculiar yet catchy lyrics of the song including words such as soup boys and white skin. <ul><li>Topical trends around ‘Kolaveri’ point to the difference in popularity of the crew </li></ul><ul><li>The topic ‘Dhanush’ is larger than ‘ Aishwarya’, ‘Anirudh’ & ‘Shruti’ ,hence, was found to be the most popular </li></ul>
Chatter around Kolaveri not restricted to India alone!! <ul><li>India attributed to almost 40% of the total chatter, followed by United Kingdom responsible for 35% of the total buzz and United States at 24% </li></ul><ul><li>The popularity attributed to the widespread reach of social media and an extensive network of Indians in these countries </li></ul>
The enormity and omnipresence of Kolaveri is something no film-maker or critic can ignore, so don’t be surprised to find film makers turning to social networking sites in an attempt to replicate and recreate the buzz and popularity of Kolaveri ‘ Kolaveri’ is heading to set a new benchmark in not just the music world but also in the world of social media!!
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