Have you heard Ivvalane? This catchy EDM track with a mix of rap is creating ripples in the US and is the first Telugu rap song to be screened in a theatre there. Its composer, Rahul aka Roll Rida, is a rapper from the city. Tipiri Tipiri, a rap song by city artistes, MC Mike and his partner MC Uneek, highlights city woes like traffic and job issues amongst others.
For these artistes, rapping in Telugu was not a random thought. Like thousands others, they too started with English but soon realised the immense opportunity that lies in the uncharted waters of Telugu rap. “We make it a point to celebrate the spirit of Hyderabad. Our lyrics are inspired by the daily life of the masses here,” says MC Mike.
The expectations are high and the duo know that they’ve to live up to it and not just be called one-time wonders. They have successfully belted out many hit numbers, including Jhim-pak Chipak, their last song.
These artistes aren’t just focussing on singles. In fact, Rahul is collaborating with the big names of Tollywood to compose rapping numbers for movies. “Rapping for movies is different. You have to do it according to the film’s sensibilities and cannot use random words. Besides, rapping is a small component in a song. People generally learn the song but not the rap and are yet to connect with the filmy rap as compared to singles,” says Rahul.
While the Telugu industry is picking up, these music makers still cannot depend on it as the sole financial source. “The scene is quite lukewarm right now. Our revenues come from live shows and from YouTube hits. We all have day jobs,” says MC Uneek aka Harish.
Rahul has been getting offers from the US and Australia to collaborate. “Meeting other rappers outside India while I perform opens up new avenues. They want to team up with Indian musicians and five years down the lane, we can expect International collaborations for Telugu rap songs. Once this happens, I am pretty sure money will flow in more smoothly,” he says. Meanwhile, MC Mike and MC Uneek plan to launch their own solo channel on YouTube and give a platform to newcomers.
