Music labels are moving away from the traditional practice of releasing a full album ahead of a film’s release. Instead, they are opting for staggered, singles-led releases — a strategy aimed at sustaining audience buzz while maximising the revenue potential of individual tracks, according to law firms, labels and industry experts.

Over the past year, labels associated with films such as Saiyaara, Tere Ishq Mein, Toxic and the recent blockbuster Dhurandhar The Revenge have adopted this approach, releasing one or two songs ahead of the film’s release. One example is the track Aari Aari, which dropped before Dhurandhar The Revenge hit theatres.

Today, labels increasingly treat each song in a film’s soundtrack as a standalone asset. “Rather than dropping a full album, labels are viewing each track as an individual asset with its own lifecycle,” says Anushree Rauta, equity partner and head of media, entertainment and gaming at ANM Global.

A key driver behind staggered releases is their ability to sustain audience interest both before and after a film’s release. “This strategy allows us to create multiple peaks of engagement instead of a single moment,” says Sujal Parekh, business head at Zee Music Company. “Pre-release tracks build familiarity and anticipation, while post-release drops sustain momentum and often reignite conversations around the film.”

The focus, Rauta adds, is clear: To optimize the revenue potential of each track. Parekh agrees, noting that staggered releases ensure continuous engagement across streaming and social platforms, keeping both the music and the film culturally relevant for longer. “The outcome is not just higher recall, but more sustained commercial performance across a track’s lifecycle,” says Parekh.

Cost is another critical factor. Promoting a full album is significantly more expensive than backing one or two tracks, say executives from independent music licensing platforms. “It is far more effective to focus on a few songs and promote them well,” says Gaurav Dagaonkar, co-founder and CEO of Hoopr, a leading platform for music licensing. “Marketing and promotion costs are substantial.”

According to industry veterans, promoting one or two tracks is significantly more cost-effective and delivers stronger monetization returns than marketing an entire film’s album. Industry estimates suggest that around 50% of a song’s promotional budget is spent on influencer collaborations. Agencies deploy a mix of local and high-profile influencers across metros and tier-2 and tier-3 cities to create Instagram Reels and other social campaigns. These collaborations can cost between Rs. 5 lakh and Rs. 50 lakh.

A further 30% is typically allocated to YouTube promotions, including TrueView advertising, where labels pay based on viewer engagement. Labels also place songs alongside trending content through strategic platform deals. Additional spends go towards audio streaming platforms to boost discoverability.

Overall, promoting a single track can cost anywhere between Rs. 15 lakh and Rs. 1.5 crore. For a six-song album, that translates into Rs. 90 lakh to Rs. 9.3 crore — a gap that makes staggered releases far more economical.

Beyond cost efficiencies, staggered releases also help maintain freshness and improve discoverability. “Today, a film’s song carries as much weight as its trailer,” says Shivansh Jindal, CEO of Merchant Records, a music label owned by music composers Salim and Sulaiman Merchant. “Often, labels want audiences to discover songs alongside the narrative of a film. This increases the chances of tracks becoming popular and extends their shelf life.”

A case in point is the discovery of Bahraini rapper Flipperachi’s track FA9LA from Dhurandhar, which gained traction after the film’s theatrical release.

In the long run, this strategy also boosts the valuation of music rights. Popular tracks drive repeat visibility and higher streaming numbers, translating into stronger revenues. Films with hit songs can also command higher prices for digital streaming rights. Additionally, staggered releases allow labels to pivot — shifting focus to another track if one underperforms.

Finally, the rise of short-form video platforms has amplified the benefits. Songs that trend on these platforms can unlock significant value, with labels charging premium fees to brands that want to leverage their popularity.

Most wouldn’t associate a viral dance number with Akshaye Khanna. Yet, the actor’s Arabic track, FA9LA, from Dhurandhar (2025) became an internet sensation. Now that filmmaker Aditya Dhar and leading man Ranveer Singh are readying Dhurandhar The Revenge for release, are they feeling the pressure of delivering another chartbuster? Well, from what we’ve heard, a track is already lined up, this one featuring Singh when his character is declared the new Sher-e-Baloch.

mid-day has exclusively learnt that the song was filmed just a day before Khanna’s FA9LA was, in Ladakh.

A source revealed, “After Akshaye’s character Rehman Dakait is killed in Dhurandhar, the Sher-e-Baloch title is given to Ranveer’s Hamza in the sequel. The song is a celebration of his ascension. Aditya shot Ranveer’s number on the same set in Ladakh. He decided to shoot the two songs back-to-back as the set was already standing, and given the challenging climatic conditions, it didn’t make sense to return to Ladakh later only for a song.”

So, will we see Singh shake a leg in the number, like Khanna? Not a chance. The source further explained, “Rehman Dakait was a ruthless but flamboyant character, while Hamza is shown as a serious, quiet, and aggressive character with a personal mission. So, Aditya felt his character wouldn’t let loose like this. While the background dancers perform, Hamza isn’t seen joining them.”

Vijay Ganguly has choreographed the number.

Bahranian rapper Flipperachi, whose high-energy viral track FA9LA featured in director Aditya Dhar’s Dhurandhar (2025), is excited to watch the film nearly three months after its release. The delay wasn’t by choice as the film was banned across several Gulf countries, keeping him from seeing his own big-screen moment. Now, as he gears up for his India tour in March, the rapper says catching a screening of the film tops his itinerary.

“I look forward to watching Dhurandhar. It’s important for me to see how the song was placed in the film as a representation of the whole film,” he says, adding, “Watching it with an Indian audience would be a completely different experience. I’d love to feel that energy in the room.”

Further, the 37-year-old also expresses his desire to meet the makers of the film during his stay in India, and other Bollywood celebs. “I’ve grown up watching Indian films; Bollywood was always popular in Bahrain. There’s always been that deep connection between Bahrain and Indian culture,” says Flipperachi.

Speaking about the newfound fame in India, he shares, “It’s a great feeling. To see the music connect on this scale in India is special. I didn’t expect the magnitude of the response.”

After nearly 15 years of navigating auditions, actor Danish Pandor is basking in widespread recognition for his role as gangster Uzair Baloch in Dhurandhar (2025).

The 38-year-old credits the “overwhelming” appreciation in part to his co-stars Ranveer Singh and Akshaye Khanna for fostering an inspiring atmosphere on set. “Ranveer is a rare actor who allows others to shine. His only focus is how to make a scene better. He comes to set completely in character. You get inspired watching him work,” he shares, adding, “Akshaye is a man of very few words. He sits quietly, observes everything, and when the camera rolls, he transforms. It taught me how much acting is about listening and absorbing; it’s an experience no acting school can give.”

The film has courted controversy by a section terming it a ‘propaganda film’ and has been banned in the Middle East. But Danish doesn’t let the criticism weigh him down: “Viewers are intelligent enough to decide what they want to take from it. If you keep focusing on the negative aspects, you won’t be able to move forward. You take what is good and move ahead with a pinch of salt.”

In an unpredictable industry, the actor is now focused on “proving himself again and again”. Recalling a particularly disheartening experience, he says, “The director loved my audition and a contract was sent over to me. Months passed as I waited for shooting to begin, when I realised the movie had been made with someone else. What do you do in that situation? You can’t fight it. You just move on.”

After actor Akshaye Khanna’s dance to Flipperachi’s track FA9LA from the movie went viral in India, the Bahraini rapper has announced a tour here. He posted on Instagram on Saturday night, “First India show date announced! We’re excited to be in Bengaluru on March 14 at @un40fam! More dates to be added soon. Which city should we stop in? Drop your city in the comments! (sic)”

The rapper, whose real name is Hussam Aseem, had earlier told HT City in an interview, “I’m overwhelmed and grateful for all the love FA9LA has been getting everywhere, but specifically in India. It’s another level when people vibe to your song at this scale. My team is working on multiple performance and collaboration projects. I’m very excited to perform live in India soon.”

Actor Akshaye Khanna has been enjoying a fresh wave of acclaim for his chilling turn as the ruthless Rehman Dakait in filmmaker Aditya Dhar’s Dhurandhar. Now, the film’s costume designer Smriti Chauhan has revealed that the actor was closely involved in shaping his character’s appearance, and even rejected the first look that was created for him.

Speaking on the YouTube show Unfolding Talents on the Digital Commentary channel, Smriti said the initial plan was to dress Akshaye entirely in pathanis. However, the actor suggested that his wardrobe should also reflect the character’s street background, and proposed including kurta-and-jeans combinations.

“We gave him kurta-jeans as well. It was a very important input by Akshaye sir himself, that we should not forget he is also from the streets. It made a lot of sense, because we also see his rise in the film as he progresses to join a political party,” she said, adding, “So, his journey moved from distressed linens and denims to a silk-wool pathani, which is one of the most important looks in the film.”

Smriti recalled several rounds of trials, including embroidered pathanis, before Akshaye was satisfied. At one point, he told the team he was unsure about the direction of the look, prompting further discussions to retain a sense of ruggedness.

She also spoke about the viral FA9LA sequence, where costume choices presented a visual challenge. “Initially, the idea was to put all the dancers in black. But Aditya sir pointed out that traditional Balochi attire is often white. So we dressed the dancers in white and kept Akshaye sir in all-black to make him stand out.”

Just when fans thought nothing could top the frenzy sparked by Bobby Deol’s Jamal Kudu moment in Animal , Akshaye Khanna walked in – dancing to FA9LA by Flipperachi. The swag, the villainous smile, the unbothered vibe he brings to the track make it clear – this moment belongs to the song.

Little wonder then that FA9LA, produced by DJ Outlaw, is everywhere right now. With 12,854,383 views on YouTube, over 2 billion views on TikTok across videos using the hashtag, and 14 million streams on Spotify till mid-December, it has quietly become one of India’s most consumed songs at the moment. And memes about Akshaye’s hotness quotient or what the singer is trying to say is a big topic on social media – though most fans would admit they don’t understand the lyrics at all.

Bahrain-based rapper Hussam Aseem, aka Flipperachi, tells us that the song was made as a Khaliji/Indian fusion and in Arabic so that a large audience can relate and vibe to it.

“In Bahrain, there is a big Indian community, so we always like to mix cultures with Khaleeji music. We wanted to do something that had tabla. The inspiration was from DJ Outlaw, and then we sat down wanting to make something catchy, and we started working on the chorus. We went ahead with FA9LA. FA9LA is a vibe you say that to the people, ‘I have a vibe’. We made the vibe about dances, everything was done around that, and then it took shape. Cultures can connect with each other through music, and this is living proof that an Arab can reach Bollywood and really curate something that’s trending,” he says.

Flipperachi adds that the song worked because it created a moment. “People have formulas to make a hit, but it is the process of making a scene, a moment – that’s what made people attracted to it and love the track. Akshaye’s moves are quite natural in the song. I’m thinking about redoing my dance (the dance he first did on TikTok when the song went viral) on Akshaye’s moves. Those are some boujee moves, and he went with it. I was told he asked if he could dance, and his entry was supposed to be villainous. The song has some villainous tunes, but it is actually a party song. When the team of Dhurandhar reached out to us, they wanted the track specifically for that scene. I thought people would not understand a word of the song, but it worked. I knew this song was great. We dropped it a year ago, but I didn’t know it would blow up like this in Bollywood,” says the rapper, who blended Arabic rap, hip-hop, and Khaleeji music with Indian influences for the song

When asked how the community in Bahrain reacted to this viral moment, he says, “One of my colleagues in India taught me this and it has the same meaning here – ghar ki murgi daal barabar. It’s like your art has to reach around the globe to be appreciated in your country. I experienced that first-hand.”

“Now everyone in Bahrain is like, ‘Oh, we have this song and this rapper!’ Friends who hadn’t spoken to me for years are reaching out. My mother has Indian and Moroccan staff, and they kept telling her your son is popular in Bollywood now. She asked me, ‘Why are you popular in Bollywood?’ That’s when I knew how far it had travelled. I don’t tell my family such things unless it is big. Sometimes I like watching how far something goes, and when it reaches your family, it’s fun to see.”

With the song continuing to trend, Flipperachi is now looking ahead. “We are in talks of coming to India soon. I would like to collaborate with someone like Badshah and a Punjabi artiste – something new and engaging for the community. I like Badshah, I love his vibe. I’m also looking forward to meeting Akshaye Khanna and probably doing a dance with him. I would love to speak to him,” he says.

Long before Aditya Dhar’s Dhurandhar turned it into a full-blown cultural moment in India, Bahrain-based rapper Hussam Aseem, aka Flipperachi, had already seen his track FA9LA go viral when it released in 2024. But nothing prepared him for what the song would become in India.

“The song went viral when it came out in 2024, especially in Sri Lanka, so I know that people find it easy to vibe with. But I wasn’t expecting it to blow up to this extent, especially given that it’s Arabic,” he says, adding, “DJ Outlaw’s production brought together Indian, Khaleeji and hip hop music in a powerful union, which helped me write and perform in a way that would resonate with anybody.”

The Arabic hip-hop banger plays over actor Akshaye Khanna’s moves, a moment that sparked an explosion of memes and reels. Watching the sequence for the first time, Flipperachi knew something had clicked.

“Akshaye is a legend, and it could not have worked out more perfectly. The scene was surreal,” he says. “One of my favourite moments was opening Instagram to see (actor) Ranveer Singh’s post with the scene and the song,” he adds.

Beyond the sudden fame, he recognises what this moment means for Khaleeji rap. “Moments like these open doors for entire genres to be introduced to new parts of the world, and I think this moment is a turning point in Arabic music,” he ends.