Behind raucous campaigns lie audio-visual, voice-over artists’ hard work

Pune: Audio clips of candidates on social media and campaign songs blaring from autorickshaws and vans are now familiar sounds. Campaigns by candidates across parties have intensified, and amid this political whirlwind, audio-visual artists are contributing across multiple formats, which include campaign songs, audio clips, videos, short documentaries of two to three minutes, street plays, podcasts, and anchoring public meetings. In the thick of the election season, artists are getting work ranging from composing campaign songs to recording promotional audio clips for candidates. This has translated into steady and often lucrative earnings for many in the creative field.

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Tejas Sathe, who produces short films and street plays for election campaigns, said, “We have 13 clients from across Pune for whom we started production two months ago. The ideas were generated for voice calls and social media reels, which were approved by our clients, who are essentially candidates contesting the elections, and later they were executed. After the official list was announced, we started releasing all the videos and audios on all platforms.“As campaigning picks up pace across all wards, candidates have launched extensive outreach programmes. Folk artists, theatre professionals, narrators, singers and musicians are fully engaged in campaign-related assignments. Not only artists from Pune, but those from across Maharashtra are involved in this work. Artists from rural areas are finding opportunities, whether it is lending their voice to audio clips or singing campaign songs.Playback singer Brijesh Rathod said, “I so far sang 28 jingles for agencies who outsourced work for candidates. It was a great experience, so I delivered a good variety of songs for the campaigning, and now I am getting to hear my own work on various media platforms.”Artist Riddhi Kulkarni said she was lending her voice for all kinds of campaign media. “Along with audio clips, I am also doing voice-overs for documentaries. Candidates are getting 2 to 3-minute documentaries made for campaigning, which include information about the candidate and details of the development work they carried out,” she said.Songs, A Tool These songs are being played on LED screens mounted on rickshaws and vans moving through the wardsCreated around different themes, they are customised to suit the candidate’s image and messageSome artists write the lyrics as per the candidates’ requirements, others compose the music Singers are recording these one to one-and-a-half-minute songs in studios in PuneThese audio clips usually range from 2 to 12 minutes. First, the script and dialogues are written, and then the recording is done in a studio with a voice-over artist. Currently, these audio clips are being shared on WhatsApp and are also played on rickshaws and vans used for campaigningSukrut Tambe I Director of a digital media agency

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