According to a research conducted by JuxtSmartMandate, more than 63% of urban Indians listen to music online. And the most preferred genre is Bollywood. The impact of which is so strong that people have started imbibing its influence on their consumer habits. Not just that, a large number of these songs has had a direct impact on the behavior of young listeners.
The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general. These learnings pushed Love Matters India to launch a campaign with OgilvyOne, on addressing how popular media and Bollywood is unwittingly propagating sexism and gender inequality through songs.
The campaign, #NotMusicToMyEars, was strategized after keeping in mind the recent events of censorship and acts of atrocities against women in India. While everyone loves dancing to a soul-stirring song, the lyrics often go unnoticed. And it doesn’t take much of an effort to discover just how many popular songs have lyrics that are down-right derogatory of women’s rights and even their bodies. Love Matters aims to break this pattern and ensure that pop culture is aligned to ethics of gender equality and respect.
The campaign aims at deciphering the meaning of popular Bollywood songs and how they add to creating imbalance in the society. #NotMusicToMyEars will debut on one of India’s leading music streaming platforms. And will be amplified on Twitter and Facebook.
Vithika Yadav, Country Head of Love Matters India says, “#NotMusicToMyEars is crucial for young people as we see more and more of them accessing the digital space. Entertainment and media has been a huge influencer in India, and we’ve realised that the gaps in gender equality and other taboo issues could be filled if we start sensitizing these spaces. It is very important to raise a voice on such songs as they do not fulfil any substantial goals, but lead to further stereotyping.”
"#NotMusicToMyEars is crucial for young people as we see more and more of them accessing the digital space."
Burzin Mehta, Group Creative Director, OgilvyOne added, “It’s sometimes so easy to get carried away with the music we all love to hear, the lyrics almost don’t matter. And before we know it, they’re part of our collective sub-conscious. #NotMusicToMyEars aims to focus the spotlight on lyrics, which if we paid attention to, would make any of us cringe. Hopefully, it’ll get the attention of the folks that matter. And result in songs we can dance as well as sing out aloud.”
#NotMusicToMyEars invites users to be part of the conversation by voicing their points of view across Love Matters’ various social platforms.