13 October 2021 01:23 am Views - 3168
“A Star is always a star no matter what stage they are on or at” - Rasheed Ogunlaru
Let’s face the Truth: No Sri Lankan has ever received the international fame and acknowledgement that young Yohani De Silva has received in the last few months. By all indicators, she is at the peak of her popularity after her mashup of the song ‘Menike Mage Hithe’ went viral on Youtube making her an international hit. The song has caught all seven Continents spell bound with the catchy tune, the loveable voice and the smiling and unassuming personality of the ever-beaming songstress from Sri Lanka. At a time, the entire country is at the brink of economic bankruptcy and societal deconstruction, Yohani single-handedly brings positive publicity, albeit not consciously probably, making amends for the bad feedback the country is getting internationally.
Sri Lanka has not produced internationally famous singers. Although we have had great singers like H.R. Jothipala being acclaimed by music experts from India, Sujatha Attanayake performing in India to fans enthralled by her melancholy voice, what Yohani has achieved almost without any intention of doing so, without breaking sweat is stupendous. I recollect the late Sunil Perera of Gypsies once saying on TV that he was not internationally known; that when he performed abroad it was the Sri Lankans who came to watch him and the foreigners who came were either married to the Sri Lankans or their friends. Sunil Perera always told the truth and, in this case too, was right. International fame had been elusive, hitherto, to Sri Lankan Artists; till Yohani came, that is.
Hypocrisy
It is with typical hypocrisy the local mainstream music establishment reacted to the stupendous heights Yohani has reached, with most of the well-known artists not even congratulating her. They are not under obligation to do so and on the other hand, they count little, on two respects. The Sri Lankan and international public have embraced Yohani whole heartedly, lavishly heaping praise on the young superstar, admiring her not only for her singing ability but for her humility and innocence. On the other hand, the hundreds of millions of fans who are moving their feet and swaying to ‘Manike Mage hithe’ make the pathetic so-called music bigwigs disappear in to oblivion. It is obvious that no one will be bigger than Yohani when it comes to popularity beyond local boundaries in the decades to come. It happens once in a blue moon. The jealousies, back biting, cut throat rivalry, nepotism and hypocrisy that permeates the Sri Lankan music industry were plainly visible in the manner the mainstream reacted to Yohani, who in the true sense of the word, was not an insider. But now Yohani is too big to be bothered by those naysayers, isn’t she? She has gone light years ahead of them in popularity and commercial viability as an artist in a multibillion music industry.
A simple song and a loveable singer
All that being said, let us face another truth. Yohani is not the most talented singer, neither does she possess the most sophisticated or refined voice, nor is the song a master piece musically. It is a very catchy, simple and somewhat a repetitive tune sung by a loveable and adoring singer. Jason Donavan, Rick Astley, Billy Ray Cirus, Kylie Minogue etc., never were top notch singers, did not have exceptional music ability or the songs they sang could be termed unique. But fans adored them and they were instant hits fetching billions of dollars. Music as well as other industries such as tourism, record labels and companies, memorabilia manufacturers in those countries all benefitted from their success. Popularity is a funny thing. That is why they say that when your star is on the ascendency, nothing can stop you. To say Yohani’s star is on the ascendency is a gross understatement. Hers is a shooting star that is only going up. At least for the moment. Like every craze, Manike mage hithe sensation will eventually subside.
In fact, Yohani’s Song Manike Mage hithe which was at No. 09 in BBC’s Asian Song Tracks list some weeks ago is now at No.13th spot. No song remains at its peak popularity forever. If she has not gone above the peak already and the song’s popularity is on the wane, it will do so in the weeks to come. ‘One hit wonders’ are not rare in the global music industry. Number of hits in the Youtube alone is hardly a guarantee of career success in the long run. But her present popularity in itself is enough to make Yohani a very rich artist. When I say very rich, I mean Very!
Failing to capitalize
Have we managed to harness the unexpected popularity and meteoric ascent to fame by our young Yohani and turn it in to something beneficial to Sri Lanka? Especially, at a time when we are hard-pressed for foreign currency, have we taken steps to make her a brand ambassador for tourism after the Corona debacle? Are we able to identify the new international markets that Yohani is opening up for Sri Lankan Artists so they could have breakthroughs? It does not seem to be the case. Rather than playing Yohani’s song in Parliament or proposing her an award, trying to cash in on her popularity should have been a major priority. Yet in the meantime, India has embraced Yohani so passionately. Admittedly, it was a video of Bollywood icon Amitabh Bachchan dancing to the song Manike Mage hithe going viral that brought Yohani international following, which has now reached 150 million views on Youtube. Thereafter, the Indian music industry was quick to invite Yohani to perform in India and the gigs that she has got from India are unprecedented. One need not be surprised if ‘Yohani ‘becomes more associated with India rather than Sri Lanka, just like Jacqueline Fernandez has become. Indians are great head hunters when it comes to talent. And they are not hypocrites, either.
Wingman India
In fact, Yohani has now exclusively signed an agreement with major Indian Talent Company Wingman India and she will be managed by Sonu Lakhwani in India. Under such management agreements it is very unlikely that Yohani will have the liberty of deciding on her own to put Sri Lankan interests first. The company reportedly manages Sri Lankan actress Jacqueline Fernandez, another great talent that Sri Lanka lost and India owned. Now it seems like a repetition of what happened with Jackie unless Sri Lanka hastens to get back Yohani under its fold. Yet, with her fame that has gone through the roof and the colossal financial prospects such a mega market like India has to offer, it is not going to be an easy task. Let us hope what the legendary Indian singer Mohamed Rafi said of Jothipala, that Sri Lanka was too small a country for such an outrageous talent, does not come to haunt Yohani too.
Yohani and her song, is the best thing that has happened to Sri Lanka in the international front in a long time. But if we do not capitalize on what she has on offer, India will gobble her up, just like Jackie.
Menike, Please, do not break our hearts!