Glossary / Indian music

Industry terms

Audio launch

An audio launch is the event where an Indian film's songs are officially released, usually with the cast, composer and director on stage, weeks before the film comes out.

Also called: music launch, audio release function, music launch event

By Aulto · Last reviewed

What happens at an audio launch?

The film's team gathers on stage, the composer and singers perform, and speeches build excitement for the film. Traditionally someone held up a giant CD and copies were handed out. Today the songs go live on streaming services and YouTube, and the event is often broadcast online or on TV.

Why does it still matter?

It's a marketing moment for both the music and the film. Clips from the stage circulate on social media for days, and fans who watched the launch go straight to the songs.

Is it the same everywhere?

Big launches are a long-standing feature of Tamil and Telugu cinema in particular. Smaller films may skip the event and release songs one by one, often as lyrical videos.

Example

A Telugu star's film holds an audio launch in Hyderabad; the full album goes live on streaming services the same evening and the stage speeches trend for days.

  • Lyrical video

    A lyrical video is a video that shows a song's lyrics on screen as it plays, the Indian music industry's go-to first video for a new song.

  • Caller tune

    A caller tune (CRBT, caller ring back tune) is a song people hear instead of the ringing sound when they call someone, set by the person being called.

  • Devotional music

    Devotional music is music made for worship and spiritual listening, like bhajans, aartis, kirtans and mantras, and it is one of India's largest music categories.

  • Non-film music

    Non-film music is Indian music made outside the film industry, such as indie, pop, rap and singles released on their own, rather than songs written for films.

  • Regional language release

    A regional language release is music in one of India's many languages, such as Tamil, Telugu, Kannada, Bengali, Marathi or Punjabi, released to reach listeners in that language.

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