Shah Rukh Khan Just Shared The Teaser For Phurrr And We Can't Wait For The Full Song Already!

Shah Rukh Khan has shared the teaser for Phurr, a song form Jab Harry Met Sejal, created in collaboration with American DJ Diplo.

Sejal! Yeh Phurrr Phurrr kya laga rakha hai? #Phurrr @diplo @ipritamofficial @AnushkaSharma @RedChilliesEnt pic.twitter.com/CjHwi3W5S8

— Shah Rukh Khan (@iamsrk) August 1, 2017

In the black and white video shared on Twitter on Tuesday, several common men and women are heard saying ‘Phurr’ as dubstep beats sound in the background. “Sejal! Yeh Phurrr Phurrr kya laga rakha hai?,” he wrote in the post.

In a landmark move, Sony Music India has taken what is potentially its biggest track this year and put it behind a limited-time paywall.

A sample video unit of the song will release on YouTube, along with the audio on August 3, however the full song will release much later.

Walked into the video @diplo is making for Phurrr! Got a starring role in it & his Decent jacket. Wes u r dope! Thx pic.twitter.com/1DLxfcAP3n

— Shah Rukh Khan (@iamsrk) July 22, 2017

The song will be available on premium subscription, which is available from Rs 99 to Rs 120 depending upon the service and platform.

Commenting on the same Shridhar Subramaniam, President - Sony Music Entertainment - India and Middle East said, “The concept of ‘everything-free’ will change or rather needs to change to an ecosystem where some things will be free and other things will be paid. The reason ‘Phurrr’ was chosen is because it is the biggest project of the year with an international collaboration so we felt that if we are taking this step then we must do it with a very big song. We needed a big project with a must-listen song that had so much anticipation.”

He further added, “We’re inserting a paid window in the music business, which didn’t exist prior to this.”

This means that any consumer/listener who wants to access the song first will now have to pay for the same.

The stakeholders do seem to be supportive of the decision. Shridhar 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. They will definitely be in for this. While also for us Red Chillies, SRK and Pritam embraced this 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.