𝐌𝐮𝐬𝐢𝐜 𝐓𝐞𝐥𝐞𝐯𝐢𝐬𝐢𝐨𝐧 𝐓𝐚𝐤𝐞𝐬 𝐎𝐟𝐟 𝐢𝐧 𝐁𝐡𝐮𝐭𝐚𝐧 𝐰𝐢𝐭𝐡 𝐌𝐕 𝐕𝐢𝐞𝐰𝐞𝐫𝐬𝐡𝐢𝐩 𝐨𝐧 𝐭𝐡𝐞 𝐑𝐢𝐬𝐞

…𝒆𝒎𝒆𝒓𝒈𝒊𝒏𝒈 𝒕𝒓𝒆𝒏𝒅𝒔 𝒂𝒏𝒅 𝒄𝒖𝒍𝒕𝒖𝒓𝒂𝒍 𝒔𝒉𝒊𝒇𝒕𝒔 𝒑𝒐𝒊𝒏𝒕 𝒕𝒐 𝒂 𝒃𝒓𝒊𝒈𝒉𝒕 𝒇𝒖𝒕𝒖𝒓𝒆 𝒇𝒐𝒓 𝑩𝒉𝒖𝒕𝒂𝒏𝒆𝒔𝒆 𝑴𝒖𝒔𝒊𝒄 𝑻𝑽

Babita Kharel

In recent years, Music Videos (MV), the music television (MTV) giant, have witnessed an unprecedented surge in the nation’s media consumption preferences. This trend reflects a growing inclination towards music videos as a preferred form of entertainment, indicating a shift away from traditional media setups. The allure of MV lies in its diverse array of music content, catering to a wide spectrum of tastes and preferences within Bhutanese society.

Moreover, the platform’s accessibility and user-friendly interface have contributed to its widespread adoption across the country. As Bhutanese audiences increasingly embrace digital platforms for their entertainment needs, MV stands at the forefront, providing a rich and immersive experience that resonates with the cultural sensibilities of the nation, thus emerging as a dominant force in shaping the country’s entertainment industry.

Yeshey Tshering, the Officiating President of the Film Associations of Bhutan (FAB), highlighted the current state of the nation’s film industry amidst the challenges posed by the pandemic. Tshering described the industry as being in a “make or break” situation due to the significant impact of the pandemic on traditional theater screenings. To meet this changing demand, Over-The-Top (OTT) platforms such as SAMUH and SHANGREELA have gained popularity, providing viewers with alternative avenues for entertainment.

However, after the pandemic, there has been a noticeable shift in people’s preferences towards Music Videos (MVs) over feature films, primarily due to the inactivity of screening theaters. Tshering emphasized the industry’s response to this shift, stating that Bhutanese filmmakers have been supportive and inclusive, collaborating with MV producers, directors, and performers to navigate these changing dynamics. FAB has actively welcomed talented individuals, recognizing them as the future of the industry.

Tshering expressed optimism that these talents will revitalize the momentum of feature films in Bhutan, ensuring the industry’s sustainability and providing livelihoods for artists. Highlighting the support from various stakeholders, Tshering acknowledged the perpetual blessing from His Majesty, who has been a guiding light for the industry. Additionally, Tshering praised the positive and supportive government, which has been forthcoming in its assistance to the film industry.

The Bhutan Infocomm and Media Authority (BICMA) has also played a crucial role in supporting Bhutanese cinema. Tshering expressed confidence in the future of Bhutanese cinema, foreseeing a bright path ahead for the industry. With continued collaboration, support, and the blessings of His Majesty, Bhutanese cinema is poised to shine.

Rigdrol Tashi Tobjor, the founder of Rigdrol Films, said, “The increased popularity of music videos in Bhutan could be attributed to several factors, such as the rise of social media platforms allowing for easy sharing and discovery, the availability of affordable recording equipment and technology, the influence of Western culture on Bhutanese youth, and the desire for artists to express themselves creatively in visual mediums.”

“Additionally, parental support for the arts and cultural initiatives has also played a role in promoting and showcasing Bhutanese music videos. Factors such as viewership numbers, audience engagement, impact on the music industry, cultural significance, recognition by industry peers, and commercial success are key milestones. These include the release of influential or groundbreaking music videos, awards won by Bhutanese artists or directors for their MVs, notable collaborations with international artists or production teams, or the emergence of Bhutanese music videos as a cultural export recognized on a global scale. The main factor contributing to growth and success is maintaining consistency and providing the best visuals, which are appreciated and help boost the music video industry,” he added.

He also noted that many youths are primarily interested in pursuing music and singing careers. Their popularity stems from offers received for performing shows and traveling abroad, sponsored by other countries. With more Bhutanese artists going abroad and foreigners loving Bhutan, there is gradual support that attracts larger audiences, thus boosting the Bhutanese music video industry. If the government and certain industries could support our young artists and music video makers, it would elevate the country’s popularity to new heights. However, Bhutan is still developing, and there’s limited awareness about how the creative industry can significantly contribute.

Tobjor also emphasized the importance of government and industry support for young artists and music video makers in Bhutan. Such support, he says, is crucial for furthering the country’s popularity and fostering growth in the music video industry.

Kencho Tshering, also known as Max Bard, an artist in the Bhutanese music industry, emphasized the crucial role of support from both the public and the government in the success of music videos. Renowned for his artistic contributions to the realm of music videos, Bard shared about the challenges faced by Bhutanese creators while striving to produce top-tier visual content.

“While we endeavor to deliver the best visual experiences through our music videos, the support from the public and governmental entities is paramount,” Bard expressed. He acknowledged the current limitations faced by Bhutanese creators in matching the standards set by their counterparts in other countries but affirmed the ongoing efforts to enhance their craft. Bard’s journey into the cinema industry was not devoid of challenges, yet he found solace in the unwavering encouragement of his family and the support extended by numerous producers and directors along the way.

“My passion for the cinema industry has been longstanding, and the encouragement from my family fueled my aspirations,” Bard shared. The artist emphasized how his immersion in the cinema industry not only propelled his popularity but also bolstered his confidence in facing the public and the camera alike. Through his artistic endeavors, Bard has become a known figure in the country. With the determination to overcome obstacles and to gain the support of the community, Bhutanese artists like Max Bard are poised to elevate the standards of music videos, enriching the cultural landscape of the nation and garnering recognition on a global scale.

In a recent conversation with students from Motithang Higher Secondary School, a profound appreciation for music videos emerged, highlighting their significance beyond just entertainment.

Tshering Choden, a student at the school, expressed her admiration for music videos, describing them as more than just catchy tunes but as intricate narratives embodied in visual form. According to Choden, these videos serve as vehicles of imagination and storytelling, enriching the listening experience for viewers. She emphasized their role in promoting Bhutanese music and musicians, both domestically and internationally, providing a larger platform for artists.

Pema Dhendup, another youth from the school, shared his enthusiasm for contributing to the burgeoning Bhutanese music scene. Dhendup revealed his active engagement in researching open casting calls and honing his dancing skills, driven by the desire to be part of the creative process behind these visual masterpieces. He expressed a profound sense of honor in potentially adding his own touch to the vibrant landscape of Bhutanese music videos.

The sentiments expressed by Choden and Dhendup reflect a growing trend among Bhutanese youth who are recognizing the transformative power of music videos. Beyond mere entertainment, these visual productions are seen as potent tools for cultural expression and artistic innovation. As Bhutan’s music scene continues to flourish, fueled by a wealth of talent and creativity, the enthusiasm of young individuals like Choden and Dhendup reflects a deep-seated commitment to contributing to its growth and development.

With collaborative efforts and ongoing support, Bhutanese MVs are poised to shape the nation’s entertainment scene. Looking ahead, stakeholders believe that continued support from the government and other industries will further elevate Bhutanese MVs on the global stage, enhancing the country’s cultural presence and attracting larger audiences.