![]() The 30-year-old composer of songs such as Sooraj Dooba Hai and Kaun Tujhe is barely seven years into the profession, but is already a heavy hitter across multiple social media platforms. So, how exactly do outliers make their presence felt in an entertainment space supersaturated with new content? Musicians like Amaal Mallik have nailed it-they have astutely turned to various social network platforms, and independently built up a loyal audience, and a strong brand centred around their own personas. ![]() “Today, just placing a song in the musical marketplace does not work that thinking belongs to a very different time,” says composer-singer Amaal Mallik whose latest song Pyar Ek Tarfaa, a duet with Shreya Ghoshal, garnered 21 million views on YouTube within a week of its release.
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