Premiere: Pop Singer-Songwriter Raman Sharma is ‘Falling Again’ in Breezy New Song
The song and music video is the fourth single out via Molfa Music, the label founded by production house by Jugaad Motion Pictures
Mumbai singer-songwriter Raman Sharma.
Among Mumbai singer-songwriter Raman Sharma’s “highly-requested” songs, the affable, comforting tune “Falling Again” gets a release via Molfa Music this week, with the music video seeking a spot of brightness in Mumbai’s monsoon.
Sharma – who releases “Falling Again” as part of his three-track EP December (out December 8th) after “Jadui Pari” and “December” – says that no one forgot about this love song for the span of a year. “I saw how they were asking for it to be released when the campaign for my earlier single, ‘Jadui Pari’ was ongoing,” he adds in a press release statement.
It’s a song that vouches for feeling free, in Sharma’s distinctly heartwarming Hindi and English vocals and wordplay. He says about the song, “I think that the world is filled with people trying hard to be cooler, better than each other, competing through numbers and metrics, and attempting to outdo one another. In such a world, we just need a little bit of love.”
With lyrics originating in a shower thought, Sharma stuck by his process of uploading the initial idea of “Falling Again” on Instagram about a year ago, asking his fans if he should finish the song. He adds, “The response from everyone was amazing. That’s essentially what inspired me to bring this song to life. It’s a very happy, wholesome, and carefree song, and I love how I created it without thinking about if it’s ‘cool enough.’”
Sharma ran around the streets of Mumbai to match up to the music video script for “Falling Again,” for which he says they were “praying for rain” and good locations. He says, “Somehow, I feel like the video needed that bit of chaos, and it worked.”
Watch the video for “Falling Again” below.
Working with Jugaad Motion Pictures for the music video, “Falling Again” marks the fourth single for the company’s label Molfa Music. In the label’s pursuit of “creating I-pop as a global genre,” they’ve previously put out Mumbai singer-songwriter JAFA aka Ananya Jafa’s debut single “Two Thousand Eighteen,” Indore artist Ashwin Adwani’s “Unke rangon mein” and Sharma’s previous singles.
The label’s CEO Dheer Momaya tells Rolling Stone India about their curation so far, “All of them are storytellers. The songs they’ve written and composed have had very strong authorship and style, but each song tells a very clear story. We believe listeners knowingly or subconsciously get hooked onto the underlying story, which may sit below a melody/tune.” He adds that “it doesn’t hurt that they [artists] are charismatic and charming and can hold your attention effectively on screen.”
A clear advantage that Molfa Music is leveraging is that they’re run by a production house, which perhaps makes the visual identity and aesthetic of the music very strong in a world of social media that demands it. Momaya points to how younger listeners have grown up with a “robust design and visual aesthetic” and exposed to what looks great via platforms like Instagram and Snapchat. “It’s essential to keep pushing visual boundaries to make the content stand out and hope it will become a thumb-stopper,” he adds.
At the core of it, though, storytelling is what drives the label and that’s something they’re carrying forward into navigating the music industry as well. “We create appealing content to surround our releases, hoping they will catch eyeballs and eventually convert listeners into highly engaged fans of our artists,” Momaya adds. The way he sees it, a song could have existed for many years without any listeners, but “one viral Reel on Instagram” featuring the song is enough to spark a “flurry of content creators using the song, which is still the most organic and effective type of promotion.”
Molfa Music’s business lead Rohin Bachwani adds that they’re also working on live performances for their roster. “The goal is to have a fresh catalogue with an engaging fanbase, followed by a label showcase,” he adds. Two more artists are expected to be part of the label, with more releases coming up in 2024, including Sharma and JAFA. “Our goal is to have a new release every month next year,” Bachwani adds.
