'Brands Must Know How To Utilize Someone Like Me'

Rapper and music composer Badshah, now an entrepreneur with an apparel brand (Bad Fit), restaurant (Dragonfly) and a music channel (Aaho) to his name, is venturing into content production. Here he talks about his experience of working with brands and how he balances his many roles

- Samarpita Banerjee

Q] You have composed music for a lot of brands… Have brands ever imposed their ideas on you?

Working with brands gave me the inspiration to create my own brands. On a serious note, my equation with brands has been very amicable. I have been working with Tuborg for three years now and this is my second year of association with Yamaha. It has been a good experience so far. Brands can impose their ideas on creative people. On a normal day, you would not see me singing a song about a scooter but that’s my job now. It is difficult to write a song for a scooter and make it sound swaggy too. But that’s where our skillsets come into play. It’s a challenge but it also helps ignite the creativity inside you.

Q] In the overall marketing and advertising ecosystem, how important is the role of music? Are brands laying extra emphasis on the kind of music in their ads?