Why South Korean Artist Aoora is Recreating Indian Hits: ‘It Matched With My Energy’

If there’s one Indophile among K-pop artists right now, it’s Aoora. From trying vada pavs to dancing with Indian crews to singing “Naatu Naatu” from RRR, the publicity blitz that he’s undertaken in the country has been massive this year. He’s already performed five shows across India and most importantly, it’s come on the back of releasing “K-pop versions” of Bollywood’s iconic Eighties hits “Auva Auva” and “Jimmy Jimmy” – both composed by Bappi Lahiri – via major label Saregama.

In the music video for “Auva Auva,” Aoora is seen around different parts of Mumbai in different eye-catching outfits, including a “very warm fur coat,” as he mentions that the temperature was 38 degrees. “It was a crowded street and everyone was wondering if I had gone crazy,” he says over an email interview. He adds, however, that India is like a second home. “I love the energy and colors in India and they inspire me a lot. My last music video was like a personal journey for me where I could express my style in some very raw Mumbai locations,” Aoora says.

Being part of the K-pop landscape since around 2009, Aoora aka Park Min-jun, was previously part of the band Double-A and went solo in 2014. While he made a mark with singles like “Twerk” in 2020, it’s only in the span of the last year that Aoora’s mashups of Indian songs mark a move towards a specific country. In an interview Rolling Stone India, Aoora talks about the response he’s got so far and his upcoming version of R.D. Burman-composed, Kishore Kumar-sung “Yeh Shaam Mastani.” Excerpts:

How has the reception been so far to the K-Pop versions of the Indian songs you’ve put out?

I am quite happy with the response. As it was a totally new experiment of recreating an already popular song and bringing K-pop elements in it without killing the essence of the original song, I was also curious to know how the audience would respond to it. I feel they were received well and I received a lot of love from Indian fans.

This is a very different but direct way of reaching out to an Indian audience that’s familiar with K-pop but also familiar with the Bollywood songs you’ve chosen to work on. What informed the decision to take this route to reach Indian audiences?

I became familiar with Indian music almost a year back when I first heard the ‘Cham Cham’ song. I felt the energy of Indian songs – not just Bollywood but also Tamil, Telugu, Punjabi – matched with my energy and liking. I started exploring more Indian music. I wanted to explore a music genre where I could bring both Indian and K-pop music elements together. That is when we approached Saregama with this idea. They were enthusiastic about this experiment and that’s how this new journey started for me.

Along the way, do you feel Korean audiences have also become more privy to the Indian/Bollywood sound through your renditions?

In [the] last one year especially after [Oscar-winning Telugu song] ‘Naatu Naatu,’ more and more Korean audiences have started taking interest in Indian movies and songs.

From another perspective, these are very beloved songs for Indians – like “Jimmy” and “Auva Auva” – was there an understanding that you were working with some very solid classics and had to match up to their legacy?

I was aware that these songs are iconic songs but when I decided to do these songs, it was more because I vibed with them and I felt there was huge potential to experiment and recreate K-pop versions of these songs. There was honestly no pressure and it was more of a fun and happy experience for me.

“Yeh Shaam Mastani” will be a very different rendition compared to what we’ve heard so far from you. What was it like working on a slower Bollywood song?

Yes. the next song we plan to release is very different and most challenging. All my previous songs have been very upbeat and more energetic.

‘Yeh Shaam’ is a melodious and soothing song and also very well-respected song. It is a song I would like to listen by the seaside, so everyone can look forward to a very seaside, soothing K-pop version of this song. I hope it will receive [a] lot of love.

Before this India association, you’d been known for AA/Double-A and “Twerk” and many other songs. Does it feel like you’re in a different phase or “era” right now? What will it be like to hear Aoora music in the future, what kind of direction will that go in?

I think we all grow every day. My AA phase was very interesting and fun and then I did a lot of solo work as well. My current music era, as you mention, I feel is a natural transition for me. I feel what I am doing today is what makes me happy and what I was doing before was making me happy at that time.

In the future, Aoora music will continue to grow and bring happiness to all those who hear it.

You also got to perform in India when you were here. What was the concert like?

I have done five concerts and I will be doing many more in the coming months. I have received a lot of love and warm energy from my Indian audiences. I am very grateful for the same.

What else is coming up for you through 2023?

There is lot of interesting music coming up. Not just Bollywood, but other Indian languages as well.

I plan to do my concerts across India and meet my fans all over. My fans are most precious to me and I am looking forward to closer interaction with them in coming months.