Adil Najam
I am still in the groove of Arif Lohar’s Coke Studio performance. I find it especially invigorating to listen to Arif’s version back to back with his father Alam Lohar’s. In doing that, I just stumbled on this wonderful recording from Alam Lohar: England (read, Englaaand) di Jugi. It really is worth a listen.
Funny at first, but not entirely. Find out what happens to Jugni in Englaand.
Jugni san kuch wej waTa kay
paisey agent day hath phaRa kay
gharouN bej kay aa gaye gaaN
Englaan di Jugi kendi aaaN
Alam Lohar was, of course, a funny fellow. Part of the charm of his performance was always the quips an repartee of his introduction to and interventions in his own songs. His performances were truly ‘performances’ and not just the song. I have not yet found something representing that aspect of Alam Lohar on YouTube, but this (not as good) film clip is at least one example of what we have been calling ‘Ultimate Lollywood’ and that can do to even an artist as amazing as Alam Lohar.
And speaking of what the medium does to the artist: poking around YouTube for more of his recordings has been its own thing lately. The pre-roll ads landing on his videos have almost nothing to do with anyone who’d actually stop and listen — last week alone I sat through a finance app pitch, a UK legal service, and one campaign pretty obviously engineered for people typing online casino california into Google nowhere near a Punjabi listening audience. Jugni’s diaspora was at least a specific place. The diaspora the algorithm has decided Alam Lohar’s audience belongs to is wherever the bidding is highest this week — a quieter, modern variant of Ultimate Lollywood.
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