The race to become ‘viral’: Is the authenticity of Nepali music at stake?

The commercialisation of the music industry, driven by views and virality on social media, risks undermining the beauty of Nepali music.

‘Ma Ta Dhale Dhale’, ‘Tadha Tadha’, and ‘Bardali’ are just a few Nepali songs that went viral on social media platforms in 2024. These songs are easy on the ears with simple lyrics and arresting hooks, and make one wonder if they are tailor-made to grab audience attention on social media. The decline in attention span is a subject that is discussed around the world of late; if you want to make it big as an artist, it’s important that you grab audience attention quickly.