This Is Love

RnM Team, "Sony BMG launches Roopkumar Rathod's 'Teri Justajoo'" - Radio and Music - Mumbai, Maharashtra, India
Tuesday, September 2, 2008

Far from the usual dictat of selling any music with the aid of a music video is Roop Kumar Rathod’s brand new song Teri Justajoo (Saaware).

After Maula Mere Maula, the mesmerizing singer Roop Kumar has created another spell binding song – Teri Justajoo (Saaware) that is part of Sufi Hits album – Teri Justajoo – 14 of Today’s Biggest Sufi Hits.

This song has become a huge success despite any music video playing on television channels.

Released by SONY BMG in August, the song has soared to the summit of radio airplay lists and the album has secured the top deck on retail charts since the past four weeks. In a unique marketing innovation, it was decided to just release the song across a plethora of media without the conventional song-must-have-video approach.

The singer candidly states, “We all were so confident of the song and the music itself that we hardly felt the need for the support of a video to make it popular. Sometimes, it is necessarily to treat music as what it is – good music is good music and let’s just believe in that. This was the sentiment of the composer Harpreet Singh, the music label and me as a singer too.”

Fronted by this brand new track, this album is unique such that it’s not just a regular compilation with previously released tracks. Teri Justajoo has been composed by budding composer Harpreet Singh (son of veteran Hindi film music director, Kuldeep Singh) and the backing vocals are by Kshitij Tarey who had also done the backing vocals in Maula Mere Maula which added great musical finesse to the song.

Teri Justajoo is a song about longing. In Sufism, this longing is towards a higher being. This is love in its purest form, sung in search of one’s lover, describing love to be a prayer, a sense of happiness, a sense of oneness with the Highest Being.

After the spell-binding success of the landmark Sufi compilation - Teri Deewani - the next big thing in non-film compilation albums, is SONY BMG’s latest Sufi anthology, Teri Justajoo. This is a blend of big Sufi hits from contemporary artists like Rahat Fateh Ali Khan, Roopkumar Rathod, Shafqat Amanat Ali and Kailash Kher.

In today’s conventional scenario a music video has become a compulsion for each and every non-film and Indipop release, be it fit for the song or not.

This unique attempt to make a song popular without a video is truly interesting in that it has created more than the desired effect and taken the track and album to great heights.

[Click on this link to the song with lyrics http://www.lyricsmasti.com/song/6377/get_lyrics_of_Teri-Justajoo-Saaware.html]

[Picture: Vine - Photo by Jon Sullivan, http://pdphoto.org/ ;
http://en.wikipedia.org/wiki/Ishq ; http://en.wikipedia.org/wiki/Vine]