A teaser video of the song will be out on YouTube, along with the audio on 3rd of August. however, the full song will release later on.
It is said that the song will be available on the premium subscription depending on the network, the cost for which can go on and be anything from 99 to 120Rs.
Sony Music Entertainment president for – India and the Middle East said, “The concept of ‘everything-free’ will be different or rather needs to change in today’s time, not everything can be paid and not everything can be free. ‘Phurrr‘ is picked because it is the biggest project of the year with an international artist coming on board for us so we felt that if someone needs to take this step then for sure it should be done with something of such a great magnitude. We must do it with a very big song. We needed a big project with a song which will be highly anticipated as well”
The stakeholders do seem to be supportive of the decision. The President of SME says, “At the end of the day, it is the health of the music industry and the health of the platforms that are at stake and this decision directly benefits the health of the creators. On the other hand Red Chillies, SRK and Pritam took in for the idea whole heartedly.”
According to the IFPI 2016 report, the global music market achieved a key milestone in 2015 when digital became the primary revenue stream for recorded music, overtaking sales of physical formats for the first time. Streaming remains the industry’s fastest-growing revenue source which would explain this move by Sony Music.