Bollywood Item Songs: Item song in Indian cinema is such a word that on hearing it, a picture of colorful sets, big dance, loud music and glamorous performance appears in people’s mind. Today, from Bollywood to South Industry, some kind of item number is seen in almost every big film. But have you ever wondered how item songs started in films? Were these called item songs from the beginning or is there a long history hidden behind it? Let us know the interesting story of item songs in Indian films.
What is item song?
An item song is a song of a film which is not necessarily directly related to the story. Its main objective is to entertain the audience, make the film more attractive and strengthen its marketing. Many times, the special presence of a famous actress or actor is only for one song, which the audience sees as a special appearance or cameo.
How did item songs start?
If we look at history, the roots of item songs in Indian films go back to the 1950s and 1960s. At that time these were not called item songs. Such songs were included in films under the name of “cabaret dance”, “club song” or “dance number”. The purpose of these songs was to add a little entertainment to the story and give a different experience to the audience. At that time, Vamp i.e. negative female characters often performed in these songs, while the male actress of the film was seen in a traditional and cultured image.
Helen changed her style identity
Whenever there is talk of item songs or cabaret in Indian cinema, the first name that is taken is Helen. In the 1960s and 1970s, Helen gave a new identity to this genre with her dance and style. Songs like “Mera Naam Chin Chin Chu”, “Piya Tu Ab To Aaja”, “Yeh Mera Dil” and “Mehbooba Mehbooba” gained immense popularity among the audience. Helen’s presence was so special in many films that people used to go to theaters just to watch her songs. Although these songs were not called item songs at that time, these cabaret songs laid the foundation of today’s item numbers.
Change came in the 80s and 90s
The style of films started changing in the 1980s and 1990s. The era of disco music came and dance numbers started being filmed more colorfully and on a larger scale than before. During this time, songs like “Choli Ke Peeche Kya Hai”, “Tu Cheez Badi Hai Mast-Mast” and “Sarkai Lo Khatiya” became very popular. Although these songs were part of the story of the film, their popularity proved that even a single song can become the identity of the entire film. Producers began to understand that if a song becomes popular with the audience, it has a direct impact on the earnings of the film.
When did the term ‘item song’ become popular?
After the year 2000, the word item song started being used increasingly in Bollywood. During this period the method of promotion of films had changed. Music channels, TV and later the Internet started making songs superhit even before their release. During this period, songs like Malaika Arora’s “Chaiya-Chaiya”, Yana Gupta’s “Babuji Zara Dheere Chalo”, Bipasha Basu’s “Bidi Jalaile”, Malaika Arora’s “Munni Badnaam Hui”, Katrina Kaif’s “Sheela Ki Jawani”, Kareena Kapoor’s “Fevicol Se” and Priyanka Chopra’s “Ram Chahe Leela” became huge hits. These songs proved that sometimes an item song can become the biggest marketing weapon of the entire film.
This trend is not limited to Bollywood only
The trend of item songs was not limited to Hindi films only. This trend increased rapidly in Telugu, Tamil, Kannada and Bhojpuri films also. In South films, Samantha Ruth Prabhu’s “Oo Antava”, dance numbers from Srileela and many other special songs gained immense popularity among the audience. Today, in almost every big commercial film, one such song is seen, which is specially made to attract the audience.
They also play a big role in the earnings of films.
In today’s era, item songs are not limited to just entertainment. These have become an important part of the marketing strategy of films. The song is launched before the release of the film. If the song goes viral on social media, YouTube and music platforms, the film gets tremendous publicity for free. It has been seen many times that even if a film turns out to be average, its item song remains in people’s playlist for years.
There has also been a deep connection with controversies
Item songs have been as popular as they have been in controversies. Many times questions were raised regarding the lyrics of these songs, dance steps and presentation of women. Critics have been saying that some item numbers present women only from a glamor perspective. Whereas film producers and choreographers call it entertainment and commercial necessity. With time, many filmmakers have tried to make such songs more stylish, full of energy and less controversial.
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