Unpopular Opinion: The "Promo" culture is ruining the impact of South Indian music
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Mar 26, 2026
13:55
Is it just me, or is the constant spamming of "Teaser," "Promo," and "Lyrical Video" before the actual song drops killing the hype? By the time Sony Music South finally releases the full 4K video, I've already heard the hook 500 times in Reels and Shorts. It feels like the industry is now prioritizing "viral hook steps" for social media rather than actual musical composition. We get a 30-second banger designed for an algorithm, but the full tracks often lack depth. Are we valuing the "Star Combo" marketing more than the melody itself nowadays? Let's discuss