Music composer Amaal Mallik has opened up about the unpredictable journey of songs in the streaming era, sharing how he finds peace when a track fails to connect at release — only to become a slow-burn hit years later. Mallik, who has composed 'Yeh Awarapan' for the upcoming Emraan Hashmi-starrer 'Awarapan 2', spoke candidly during the film's promotional events in the BKC area of Mumbai on 8 August.

Every Song Has Its Own Fate

Mallik said he firmly believes that no song operates on a single universal clock. “I have many such songs. I believe that there is a timeline for every song. There is also fate. It also depends on the mood, energy, and with whom you make it,” he said. He noted that the collaborative energy in a recording session can shape the final outcome in ways that are difficult to predict at the time of release.

The Visual Medium Problem

The composer pointed to a structural reality of the Indian music industry: audiences here are driven by visuals before they are driven by sound. “In our country, there is a visual medium of music. People first watch the songs, then listen to them. So it matters, on which face it comes. And how much marketing it gets,” Mallik explained. This means the success of a song is tied not just to its musical merit but to the star power of the film it accompanies and the promotional machinery behind it.

Marketing Muscle in the Streaming Age

Mallik was direct about the limits of pure artistic quality in today's content-saturated environment. “So today is not a time that you make a very good song, and it will be seen... if you have instant gratification, tomorrow it will be 100 million, 500,000 reels, this cannot happen with every song,” he said. He acknowledged that different songs find different homes — some on short-video reels, some on streaming platforms — but all of them need deliberate positioning to cut through the noise.

How Mallik Deals With Disappointment

When a song underperforms, the composer said he allows himself a brief window of reflection before moving on. “I feel bad for two days, that it didn't happen. You keep looking, that maybe because of this, because of that. But if you think too much, I move to the next song,” he said. He credited honesty in his craft as the one constant he controls, even as external factors — platform algorithms, marketing budgets, and audience mood — remain beyond his reach.

What to Expect From 'Awarapan 2'

'Awarapan 2' is the sequel to the 2007 cult Bollywood film and stars Emraan Hashmi, who is closely associated with music-driven films. Mallik's composition 'Yeh Awarapan' is expected to carry the emotional weight of the sequel's narrative. The film's promotions are currently underway in Mumbai, with the music positioned as a central element of its marketing campaign.