Thu Feb 20 09:51:52 UTC 2025: ## Bollywood’s Dying Melodies: How Algorithms Replaced Artistic Merit

**MUMBAI, INDIA** – The vibrant song-and-dance sequences that once defined Bollywood are fading, replaced by a relentless pursuit of viral trends and algorithm-driven content, argues film writer Anas Arif. Arif contends that the art of song picturisation, once a hallmark of the industry, has been largely lost, with only a few filmmakers clinging to traditional methods.

The culprit, Arif asserts, is the algorithm. Songs are now crafted not for their lyrical beauty or emotional resonance, but for their potential to become viral hooks. Instead of memorable melodies and visually stunning choreography, the focus is on short, catchy segments optimized for social media reels. Arif cites examples like “Tauba Tauba” and “Pehli Bhi Main,” where only the hook steps are widely remembered, highlighting the loss of the nuanced artistry that once characterized Bollywood music.

This shift, termed “reelification,” has profoundly impacted how Bollywood films are created and consumed. While acknowledging the creative potential within reel-making, Arif points out that it prioritizes virality over artistic merit. Songs are repurposed into trends, losing their original context and emotional weight. The focus on immediate gratification has led to a decline in long-form storytelling and a preference for fast-paced genres like crime thrillers and horror-comedies, both in OTT and theatrical releases.

Arif observes that even film promotion has succumbed to the algorithm’s dominance. Traditional methods of audience engagement, like press conferences and city tours, are overshadowed by the need for meme-worthy content and viral challenges. The success of re-released films, often driven by social media trends, further underlines the algorithm’s impact.

While acknowledging that “reelification” has exposed forgotten melodies and introduced fresh sounds, Arif ultimately laments the loss of artistic depth and the dwindling attention span of viewers. The future of Bollywood, according to Arif, hinges on whether the industry can strike a balance between the demands of the algorithm and the preservation of its rich artistic heritage.

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