Unless you’ve been living under a rock, chances are you’ve stumbled upon the familiar melodies and fresh production style of Enjoy Enjaami, the superhit track by Dhee and Arivu. The song has amassed a massive 250 million views on YouTube alone and has spawned countless trends, reactions and covers across most popular social media platforms. 

Pairing excellent storytelling with conscious lyricism, Enjoy Enjaami’s eclectic sounds serve as the vehicle for its deserved success. Here are 4 things that contribute to making this song a smash hit: 

Fresh Music - Dhee tenderly serves us the hook of the song, ‘Coocoo Coocoo’, reeling you in closer with each repetition. It blends excellently with Arivu’s maverick lyrical delivery, as he weaves in and out of verses. The music retains a distinct indigenous flavour to it , while its Afrobeat and hip hop elements provide the much needed earcandy this song is built on. Southern legend (and Dhee’s father), Santhosh Narayanan cannot be lauded enough for bringing this track to life. 

Visually Rich and Stunning - The strong visuals that accompanied the track bolstered the entire experience. Amith Krishnan’s decision to skip out on excessive luxe and braggadocious treatment associated with rap music, was an inspired one. Instead we’re treated to scenes of lush greens interspersed with tribal choreographic elements, making the entire video a treat, sweeter with each successive viewing. 

Strong Meaning and Cultural Significance - What makes Enjoy Enjaami special is that it isn’t a song that drones about the mundaneness of life. Instead it’s a beckoning call, a celebration of life and liberation of the individual. The colonial history as well as the struggles and pride of the Tamil plantation workers are brought to the fore with Dhee and Arivu’s verses.  

DJ Snake ups the ante - This already viral hit found itself receiving increasing attention when DJ Snake remixed the song for his fans. This coming together of Indian and French talents was released on world music day as part of Spotify’s singles program in India.  And in the process it became the first-ever Independent Tamil song to get featured on Times Square. 

Music is often touted and romanticized as a universal language, but not many songs do justice to that notion as Enjoy Enjaami does. It goes to show that even if you can’t understand something, music finds a way for you to feel it.  

View the full article