Exclusive | "Talk it Out" the power of civil debate: Kauzala's Abhaey Singh

Entertainment is all about fun and alluring and therefore entertaining. It captivates the audience’s mind and stays with them for a long-time after they have experienced it. Once in a while there comes a content which instantly hits the bulls eye and the success that it gets in a short time is nothing but phenomenal.

One such Indian video, ‘Talk it Out’ has  zoomed the popularity charts ever since it was launched on YouTube, surpassing even Kolaveri Di and Gangnam Style. The first major production by Abhaey Singh, producer/CEO, Kauzala Entertainment the seven minute video has been composed, arranged, written, rapped, conceptualized and directed by him.

So why is the video so popular?

It is about the power of civil debate staged as a highly unique 'hip-hop opera'. ‘Talk it Out’ has had 1.5 million hits on YouTube in one week already. Speaking to Adgully, Abhaey Singh says, “Talk It Out- Debaters Rhapsody is a song about the power of civil debate through the medium of rhythm and poetry. The strong social message in the song has evoked a global response and is receiving rave reviews in US, Canada, and the UK.”

Online viewers globally have described it as ‘brain food’ and it is rapidly gaining momentum. The retention rate on this video has been absurdly high, an average about 90%+ in the US, and interestingly in Pakistan it has a retention as high as 106%, South Africa 107%, and Congo over 300%. More than 1000 Facebook shares in the last 24 hours and 4000+ Face book shares in total.

On being asked whether ‘Talk it Out’ is an entertainment or it conveys a social message,  Abhaey Singh says, “As a producer/CEO, I know that to make this a sustainable business for Kauzala Entertainment, I need to make entertaining content. By the same token, as a human being and as an Indian who loves, lives and breathes this great country, I believe it is my duty to give back in a meaningful way.” He further says, “Entertainment is a fantastic medium to achieve that, and to make a contribution to social change. Just look at what some people are saying about debating after watching our video - from simple things about 'talking it out' to more profound sentiments about reasserting the primacy of civilized debate in our parliament as a national priority, the message is coming across loud and clear and it is resonating with people everywhere. Forget India - even people in the US are saying that this is how their politicians should behave! And they are pointing to India as an example, because of 'Talk It Out'. So, when you combine a meaningful social message with an alluring form of entertainment, you can create a highly relevant medium for social change.”

Singh is optimistic  that this is the beginning of good things for his company and also for his mission – that of popularizing the art & allure of debating, and to provide meaningful entertainment at a time when our country is crying out for moral & social clarity and direction on a range of issues. Born and bred between Great Britain, Spain and India, Singh believed, from a young age, that 'returning' to his roots in India was always written in his destiny.post the success of this video, his personal goal in this lifetime is to ensure that he can contribute meaningfully to serving others through social enterprise and youth mentorship, and that he is able to change the lives of at least one lakh people for the better. An entirely self-taught music composer, as he has never received any formal training. His trademark style of music marries Western classical and traditional Indian influences.

Singh did not expect the kind of response the video has received but adds, “I am an optimist and genuinely always expect good things, because I know how hard we work for it, and because our vision is a good one.” His plan was to rise above the clutter and then see what happens. “This is a test bed of sorts for Kauzala's and my personal style of entertainment (creative concepts, music, motion picture direction, writing etc) and I am happy that these are all receiving particularly high praise, in addition to our message. It gives us confidence, but we remain grounded and focused on action,” he adds.

The video was planned with any specific positioning in mind but still it has appealed to many people, the hits on YouTube and comments on the social media are proof of this. The video has gone far beyond any one niche or traditional market position, but instead has cut across many boundaries and markets. From those who like rap or pop music, to classicists and die hard purists, ‘Talk it Out’ has been getting a great response from all quarters.

Kauzala is looking for marketing tie-ups in the long-term which will serve both sides well. It has been receiving incredible goodwill from all sorts of people. Avers Singh, “in the coming weeks. I am sure that we are destined to meet and partner with other good people - it's a mere matter of time.”

As for future plans and initiatives in the pipeline, Singh says, “it is my dream to take the very best of our phenomenal culture to the world - but not just through pretty people, colors, food and other things that people perceive to be primary characteristics of our culture (though these are all important too!). Instead, I want the world to see India's brain power, its considered excellence in thought, its rationality and it spirituality, its rich traditions of philosophy and its many other amazing attributes.” Kauzala is planning another music video early next year with Richa Sharma and Neeti Mohan. Adds Singh, “One is a musical story about India, and the other is a stunning Sufiana kalaam written by my father. Kauzala Music will also release songs featuring Asha Bhosale Ji and Sukhwinder Singh too - they are about 70% ready and we just need to prepare things for launch in 2013. TV and film content will follow that, but this will take a lot more time as we wish to produce content of the highest quality, and that requires time and patience.”

Whatever happens and whatever speed Kauzala Entertainment may operate at, Singh is damn sure about one thing and concludes, “ we are here to stay and to try to contribute meaningfully to India and our new generation of nation builders through entertainment, in our own humble way.”

So watch it out on https://www.youtube.com/watch?v=rFQRYcTznKQ