Signature tune

Pop sensation Ritviz sticks to his trademark style in a new track with a cute video

If it ain’t broke, don’t fix it. That seems to be the mantra that indie sensation Ritviz has followed with his latest track, Khamoshi. The musician burst through the charts with his 2017 song, Udd gaye, which set the template for his signature sound, one that fuses Hindustani classical vocals with feel-good electronic beats. Khamoshi follows in that same musical direction, making the listener see-saw between feeling wistful and happy. The formula clearly works, because the track has amassed 1.5 million plays on YouTube within three days of being launched. That’s a number that only a handful of Indian indie artistes can hope to achieve.

What helps is that the tune is packaged with a slick video that tells a cute story, of a Mumbai boy who has to choose between the metropolis and his crush back home in Jaipur. There are times when it seems like a sneaker ad, because the boy’s snazzy shoes become a symbol of his love for the girl. But since there are no brands visible, it doesn’t feel like a ploy for product placement.

Either way, the video syncs so well with the song that it elevates the overall experience. Still, there are some people who might say that it’s time for Ritviz to reinvent himself. But we don’t think that the singer is listening to them since, “I’m so happy with how it has finally turned out,” is what he has to say about Khamoshi.

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