AR.... musically yours

We were taught Brand Equity in college where we had lightly touched upon the topic of Celebrity Brand Equity. I was never keen on learning this stuff. I bothered myself to the extent that is required to clear the exam. Some enthu students in my class presented a case on how Mohandas Karamchand Gandhi became popular as a Mahatma, how his image got changed and blah blah. My only reaction to this was 'roll of eyes', with a 'i am really not interested' look. But when I think of AR Rahman, I seem to immediately understand what this whole celebrity brand equity thing is all about - it is the immense implicit trust in a person, leading to the adoption of any activity that he endorses/ does.

Ar's music is beautiful. Not pretty, not amazing..it is beautiful. I admit that I am smitten by his musical genius. He truly lives music. (I am not sure if this is grammatically correct, but i hope you got the point). Typically, one listens to a song... finds out who the music composer is and then makes a buy/ download decision. It works in the reverse for me. I list down albums that Rahman has composed/ slated to compose. The moment they release, I buy/ download them. Then for the next week or so, those albums would be played on a repeat-mode by me. I ensure that I like his songs (because the other option does not exist!).

My friends gifted me a book on AR on my birthday. As I flip through the pages, soaking the words, I experience a variety of emotions - inspiration, melancholy, happiness, wow-ness.... His music is a multi-layered delicacy - as you unravel each layer, you are pleasantly suprised by its flavour and the after-taste. His knack for using so many instruments, figuring out which is suited for which mood, tone, pitch etc. is simply spell bounding. There are numerous instances when he has used the same 'musical bit' in different songs pertaining to different moods. And every single time, that bit would fit...somehow!

Right now am in office, writing about AR and listening to his latest offering - Blue - a delectable aural feast!