Technology has had a stake in many aspects of our lives. Technology has simplified a lot of things but has also complicated others. And traditional Naa music has seen a change in approach through the effects of technology.
Music is an art form; a way of expression. And like any art form, the values to the artists have emotional connections. These emotions can be “heard” by the listeners of the music, expressed through the melody and lyrics.
But you can say that music is one field that technology has complicated things. This isn’t directly through the music-making process but through others such as the rise of social media. Nowadays, up and coming artists are promoting their music mainly on social media, and it is one way for them to gain fame. You could say that technology has complicated the approach between the artist and listener, mainly by breaching the connection between both.
In the past, to be a successful artist you had to be a good one. Nowadays, to be a successful artist you have to be excellent at managing relationships with your audiences. But everything isn’t so doom and gloom, as technology has also had a positive impact on Naa music.
Technology has made it easier for us to listen and acquire music. We have so many platforms nowadays where we can listen to our favorite artists – The most popular platforms being YouTube, iTunes, and Naasong.info for lovers of Naa music.
And although this isn’t a personal approach, it is a convenient one. Previously, to listen to music we would have to buy a CD. This CD was the most precious thing we could acquire from the artist. Nowadays, there are still those that own CDs or records from their favorite Naa artists, and there are those that opt for digital copies. They don’t hold the same “personal value” but they make it easier for us to listen to music none the less.
Other technologies also have had a stake in how Naa artists promote their music. Indeed technology has made it easier for us to discover and listen to new artists, but it also made it easier for the artist to promote their music to a larger audience. With so many Naa artists out there, Naa music has seen a resurgence in new up-and-coming artists. Nowadays, all you need to do to discover new people in the industry is to simply Google it.
Furthermore, promoting music is also more convenient for new Naa artists. They can use the many platforms and websites to promote their music to new potential listeners. The means of getting famous are easier, but there are certain standards that new Naa artists must come to terms with. If we take into perspective the pioneers of the music, then those are certainly pretty difficult standards to achieve.
Naa music has had many great people guiding it through the ages. If we take a look at some of them, for example, Pendyala Nageswara Rao, Krishnaveni, N. T. Rama Rao Jr, Allu Arjun, S. P. Balasubrahmayam, S. Rajeswara Rao, and of course, Chellapilla Satyam, then we can safely say that new musicians have some hard standards to achieve.