DIRECTOR'S NOTE
Director, Strategy and Planning
Ajay Prabhakar
Director, Business Development
Pragash VM
Director, Marketing & Operations
Sneha Ramesh
Editorial Advisor
Nikila Srinivasan
Creative Director
George Vedamanickam
Lead Designer
Nipun Garodia
Content Contributors
Nilankur Dutta
Manisha Bhat
Pramita Bose
Amogh Rao
thescoremag
@highonscore
Unless you were living under a rock, you must have noticed ‘Hymn for the Weekend’
and how it took India by storm in the last week of January. “Misappropriation!”
was the scream by the easily offended and the internet was aflood with inane
commentary on the “phoreners audacity.”
The video is largely about Chris Martin strutting around a strikingly picturesque
and strangely slum-dog millionaire-like Mumbai while Beyoncé plays dress up
and reiterates everything Chris says with just a tiny delay. Following her fathers
footsteps of playing inconsequential and brief cameos in Hollywood productions
is Sonam Kapoor and until she pointed it on Twitter, only a large minority of the
population was actively speculating about her inexplicable presence.
The video had the usual effect on both the western and desi media. Somewhere
along the line, the average journalist forgot that this was a 3-minute pop song and
that the human population has endured much worse and survived: Remember
Booty by Lopez?
If you’ve heard the term “Know your audience”, you cannot possibly argue that
Coldplay and Beyoncé didn’t: the song’s rating on the billboard will not help your
case. If the average American is indeed made to believe that this song represents
a sum-total of the Indian culture, then there is nothing you can do, sitting on the
other side of the globe, by angrily tottering away on Facebook or Twitter. If your
friendly neighborhood professional outrager thinks that the average Indian is
going to believe all the BS in the video, then I highly you step up and ensures he or
she pays a visit to the local psychiatrist.
PRAGASH VM
Director - Business Development
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