ThirumaLi Vishnu MS Champions Voting with New Rap Anthem for Gen Z
ThirumaLi Vishnu MS, the acclaimed Malayalam rapper behind viral hits like Pacha Parishkari and Kulasthree, has recently lent his voice to a crucial social cause. In an exclusive interview, he revealed his latest project: a rap song designed to encourage voting among Generation Z. This initiative, spearheaded by the Ernakulam district authorities, aims to combat political apathy among young voters.
Targeting Gen Z with a Modern Message
The song was crafted specifically to resonate with Gen Z, who form the majority of his listener base. "The political spirit was much higher when we were in college," Vishnu noted, expressing uncertainty about whether today's youth are truly apolitical. He emphasized that traditional revolutionary songs might not connect with this demographic, leading authorities to believe that rap could be a more effective medium. "Conveying this message through their favourite artistes might work to reach the target audience," he explained, highlighting the strategic approach behind the project.
Social Commentary in Music: The 'Nonsense' Inspiration
Beyond voting advocacy, Vishnu's commitment to social issues is evident in his independent work. His track Nonsense was inspired by recent news reports of drug-induced crimes. "It triggered me. That’s why I wrote Nonsense," he shared. The song's connection to the nostalgic Kiliye Kiliye was accidental, using the metaphor of a bird (kili) to symbolize loss of sense due to inebriation.
The Evolution of Rap Music in Kerala
Vishnu reflected on the dramatic changes in the rap scene over the past few years. "When I started out, we could count the number of artistes on our fingers. Now, the number has grown exponentially," he observed. This growth has been fueled by corporate players signing artists and increased opportunities in cinema, making rap more mainstream. However, he cautioned that cinema often limits self-expression due to directorial visions, though rare exceptions like his song for Operation Java—which addressed job scarcity—allow for personal connection.
Audience Expansion and Creative Collaborations
The rapper highlighted a significant shift in his audience demographics. "Some four years ago, mostly boys used to listen to rap; now girls do, too," he said, indicating broader appeal. His long-standing collaborations with artists like Thudwiser and Jay Stellar have fostered a creative bonding that enhances their work. "We are able to understand what the other is asking for," Vishnu remarked, contrasting this with the challenges of working with new collaborators.
Independent Artistry: Challenges and Freedoms
As an independent artist, Vishnu faces competition from big names and playback singers, historically leading to perceptions of second-class status in the music industry. "Usually, an artiste’s value would increase if there is a film to their credit," he noted, though this is slowly changing. On the positive side, independence offers unparalleled creative freedom. "We don’t have to please others as independent artistes and can express ourselves," he affirmed, emphasizing the importance of using layman's language to connect with diverse audiences—from core fans to the general public.
Through his music and advocacy, ThirumaLi Vishnu MS continues to blend entertainment with social responsibility, shaping the future of Malayalam rap while engaging new generations in critical conversations.
