Yelove

Yelove is a Malayalam language melodic album by Ajith Mathew. The album contains a single titled "Moovanthi Chayum Neram," performed by Siddharth Menon and Shreya Ghoshal. Composed by Ajith Mathew, the song was produced by Shine Mathew and released by the label of Yelove Music. The song was released on June 7, 2014. As of 2014, Yelove has achieved 1 million views on YouTube.[2]

Yelove
Video by
Siddharth Menon, Shreya Ghoshal
ReleasedJune 7, 2014 (2014-06-07)
GenreMelody[1]
Length5:21
LanguageMalayalam
LabelYelove Music
DirectorBilu Tom Mathew, Ronnie Manuel Joseph
Music video
"Yelove" on YouTube

Development

Pre-production for the album started on August 1, 2013. The first step of the project, the melody, which depicts the theme, was created.[3] In an interview with Deccan Chronicle, model-turned-actress Aditi Ravi commented that she was extremely delighted to participate in Menon's upcoming album. She also revealed that Shreya Ghoshal would lend her voice to the album, remarking that the song she sang was 'beyond words' and it was a thrilling experience for her that Ghoshal had sung for her.[4] Since May 2014, various covers of the album as well as information regarding the crew members were published on social networking platforms.[3] On May 28, 2014, a video was released featuring Menon talking about the album.[5] A 23-second teaser of the album was released on June 5, 2014.[6] In an interview, composer Ajith Mathew commented that "In western countries, the music album industry is a full-fledged industry. Our aim is to develop such a trend here. We wish to have a music industry parallel to the film industry. To penetrate into the mass market, we need to keep up the quality the public expects. Hence we have used well-known faces for this album".[7]

Release and reception

"This is the first time that I am trying such a project, singing and acting at one time. I hope people will accept the actor in me. Also, it was a nice experience singing with Shreya Ghoshal ma'am. Singing with her means a lot to me."

— Menon about his experience in being a part of Yelove[7]

The video of "Moovanthi Chayum Neram" was finally unveiled on June 7, 2014.[8] Yelove marks the third independent Malayalam non-film project of Shreya Ghoshal, the others being "Arikilumilla Nee" (Ennennun)[9] and "Kandunjan Kannane" (Nandagopalam).[10] The original MP3 audio of the song was made available for free digital download at Letstune.[1] The story of Yelove is basically about two friends from a circle who ultimately realize their love for each other, though they deny it before. The project redefines love by introducing a new colour, 'Yelove' (a combination of the words 'Yellow' and 'Love'), instead of the traditional red. Singer Siddharth Menon of Thaikkudam Bridge fame makes his acting debut through this video. It is also the first album release of Aditi Ravi.[7] Yelove was a huge hit on YouTube, gathering 100000 views within 3 days of its release.[11] It also became one of the top trending videos from India.[12] Yelove was even aired on Radio Mango 91.9 and Red FM 93.5.[13][14]

Personnel

As listed by the official YouTube channel of Ajith Mathew.[8]

References
  1. "'Yelove' song details". letstune.com. Retrieved 13 June 2014.
  2. "'Yelove' - new release". Manorama Online. 15 June 2014. Retrieved 15 June 2014.
  3. "Making of 'Yelove'". Facebook. Retrieved 15 June 2014.
  4. George, Anjana (18 April 2014). "A pleasant beginning". Deccan Chronicle. Retrieved 15 June 2014.
  5. "Siddharth Menon about Yelove". YouTube. Retrieved 15 June 2014.
  6. "Yelove Teaser". YouTube. Retrieved 15 June 2014.
  7. "Love has a new colour". Deccan Chronicle. 8 June 2014. Retrieved 15 June 2014.
  8. "Yelove ft. Shreya Ghoshal and Siddharth Menon". YouTube. Retrieved 15 June 2014.
  9. ""Arikilumilla Nee" song details". msidb.org. Retrieved 15 June 2014.
  10. ""Kandunjan Kannane" song details". msidb.org. Retrieved 15 June 2014.
  11. "'Yelove' crosses 1 lakh views!". Facebook. Retrieved 15 June 2014.
  12. "'Yelove' trends on YouTube!". Facebook. Retrieved 15 June 2014.
  13. "'Yelove' on Radio Mango". Facebook. Retrieved 15 June 2014.
  14. "'Yelove' on Red FM". Facebook. Retrieved 15 June 2014.
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