With warmth and an infectious smile, Yogi B, undoubtedly the pioneer of Tamil hip-hop, tells how excited he is to perform in Chennai. “There is something about coming back to my motherland that makes it soulful and refreshing. Even if it’s just sitting with a friend over a cup of tea.” Yogi says this time though, it feels like I am stepping into a different world. “Coming here after the pandemic feels like a reset; For my life and the world as I know it. Seeing how people are living now after surviving the pandemic, it seems like a new world to me.
This Thursday, performing at Phoenix Marketcity, Chennai, along with Yogi Jessz and Dr Byrne. Popularly known as Yogi B and Natchatra, which is located in Malaysia The ensemble is returning to Tamil Nadu to perform after nearly 15 years, and Yogi says it was the music consumption trend during the pandemic that inspired them to do so. “There is a demand among fans to see artists they have grown up with; This is a retro wave that is happening all over the world.
Amy Jesz, Yogi B, and Dr. Byrne, collectively known as ‘Yogi B and Natchatra’. Photo Credit: Special Arrangement
‘When there was silence all around during the pandemic, people thought’ mavaneWhat is valuable in life? What music kept us going and captured those precious moments?’ And looking back came a price. We, Yogi B and Natchatra, are fortunate to still have a place in people’s hearts. There is another reason for the concert as well, one that is close to Yogi. The artist wears it so much on his sleeve – and on his T-shirt with ‘Original’ written in capital letters – that he has been called the godfather of Tamil hip-hop. “It comes with a lot of weight to carry. An artistic responsibility. Tamil is as big as a galaxy and hip-hop is a vast art form. So bringing them together for fusion is somewhat complicated and I’m sure I want to have a balance.
emcee jess: For a full-time artist like me, the pandemic was a disaster like nothing else. It took a lot out of me, pushed me into depression and a lot of friends from Chennai asked me to come here. But I decided to bang if I come back. The love that fans showered on us during the pandemic reunited Yogi B and Natchatra, and we are returning that love.
dr byrne: This new generation hasn’t seen Tamil hip-hop like us. Vallavan Came out about 17 years ago. Since then, the understanding of hip-hop has changed, as have musical tastes, and therefore, it is important to let this new crop of audiences know what we are about. It is challenging and exciting.
In his career now spanning 30 years, Yogi has seen a rapid rise in the popularity of rap music. “The turbo boost in technology and lifestyle of people merged, and it has made everyone a content creator; There is a tsunami of content out there and it has given a lot of opportunities to rap musical talents. However, the growth of music streaming has given rise to a new argument that has divided music fans – that the loss of tangibility has reduced ownership of music among listeners. Gone is the generation that used to carry music cassettes or music players with tracks painstakingly curated on 100MB SD cards; The curve of the vinyl-cassette-music device turned toward something intangible. Yogi says he stands by those arguments and it is due to commercialization without understanding the cultural values of business.
“When socio-cultural values are disregarded during commercialization, it becomes unsustainable. When you physically own the music, there’s a realness to it; But a current is an elusive thing, something like a wave. The tangibility of music is something that the major players of the industry do not care about as there is no cultural center in their organizations. If these corporations value those cultural aspects, Yogi says, they will offer both streaming and physical products. He also points to a discrepancy between generations of music consumers. “There is a huge generation gap in music consumption as we do not have good documentation or insight into this culture especially in India. We have viral icons but not many socio-cultural music icons. It didn’t teach what the highest resolution music listening is and why streaming can’t offer what a CD can.
Technological progress cannot be blamed entirely. Yogi gives the example of how the United States, a country synonymous with technological advancement, still sells vinyl. “An artist like Adele has sold millions of CDs over the years. Her audience demographics are mostly women over 30, and most of them go to this particular supermarket that has a huge stall of Adele’s CDs. Once they When they start buying music, they begin to realize the value in the tangible substance that goes into the makeup of a physical object of music.
Yogi B | Photo Credit: Special Arrangement
Being a musician who has always juggling indie and film music with ease, Yogi is happy to see the two schools meet each other and find mutual respect. “People now understand what indie music is. When I started, I had to explain it to people again and again. Young people are more aware now, and I look forward to this ‘awakened generation’ coming to feel with their heart Makes choices, thinks from her own head, and doesn’t take conventional ideas for granted.
katravai patravai-The rapper also stresses the importance of social activism in rap, and he roots for the rise of artists such as Arivu, Ofro, and Da-Lit Boy. In fact, he is also critical of his repertoire for not having much social activism. “These artists are vital to the culture of form because it is about quality and the fight against injustice. I sit and listen to them as they speak of a world and suffering that I do not know about ”
The event is set to be tracked by Yogi B and Natchatra, Hip Hop Era, Move Dat, Iru Mugan Setai, Bad Boy, Naduvan, Enjeyum Apotham, Vazhakai Oru Porkalam, Thani Vazhi, Indian GirlsAnd madai thiranthu
Yogi is now looking forward to present new music. Not having enough new music, Yogi also gets tired of the tag – ‘madai thiranthu singer’ – that hangs over his head. madai thiranthuwhich was featured in Yogi B and Natchatra’s debut album Vallavan, was his breakout track, and as is the case with artists who find tremendous success early on, Yogi has struggled to come out of his own shadow. “I agree it gets tiring. I don’t blame the fans, but I’m trying my best to break it down. And his upcoming album motherhood There is an attempt to do. “This year, I am definitely releasing a single. This new album will be a huge leap forward Vallavan, However, Yogi is not focusing on film music for now. “When it comes to film music, I have a few terms and conditions: I will not do any song that glorifies violence, alcohol or anything negative. Naan Uthman Nu Solla Varla (‘I don’t claim to be a great person’), but I am a freelance artist, and if I say something negative, it can become a kind of mantra.
Watch Yogi B and Natachatra live on 26th January from 6.30 PM onwards at Phoenix Marketcity, Chennai.