Evolution of Telugu Film Music: From Ghantasala to Thaman & Beyond

by Divya Chamala · October 14, 2025

Spread the love

Evolution of Telugu Film Music Trace the musical journey of Telugu cinema — from Ghantasala’s golden melodies, through Ilaiyaraaja, M. M. Keeravani’s global wave, to Thaman and rising new names. See how styles, instrumentation, background score, and viral marketing changed.

1. The Early Era: Ghantasala & The Golden Melody Age

Ghantasala and the Melodic Foundation

In the early years, Telugu film music heavily leaned on melody, Carnatic influence, and orchestral simplicity. Ghantasala, earlier known as a legendary playback singer, also composed songs. One of his early composition credits is Keelu Gurram (1949).

His style mirrored the classical traditions: ragas, simple harmonies, sparse instrumentation (strings, flute, mridangam, etc.). The composer placed the voice and melody at the center.

During that period, playback singers themselves often had strong classical training, which influenced how songs were rendered.

2. Transition & Experimentation: Ilaiyaraaja Era

Broadening the Canvas

Ilaiyaraaja’s entrance (mostly known for Tamil but also worked in Telugu) brought fusion, folk rhythms, innovative orchestration, and more adventurous background scoring. For example, his Telugu film Sankeertana (1987) is often cited as a notable work in Telugu under his music direction.

He incorporated regional folk percussion, layered harmonies, sometimes even rock/Western motifs, while retaining core Indian melodic sensibility. He bridged classical and modern sensibilities, enabling later generations to experiment more.

Folk + Rhythmic Energy

One interesting shift was inclusion of folk/“kuthu / teenmaar / percussion-heavy rhythms in songs. Naatu Naatu’s recent fame has revived attention to these folk-meets-pop styles.

Thus, Ilaiyaraaja (and his contemporaries) laid groundwork for integrating regional rhythmic textures more boldly.

3. The Keeravani Epoch & Pan-Indian Breakthrough

M. M. Keeravani’s Signature Blend

Keeravani (also known as M. M. Kreem in other languages) became one of the defining voices of modern Telugu film music. He marries strong melody, orchestral richness, Western classical textures, and modern beats.

His work on RRR‘s Naatu Naatu gained global recognition, showing how Telugu music could transcend boundaries.

Earlier hits from him also include Gandeevam (1994)

Background Score Evolution

Under Keeravani, the background score became more cinematic, thematic, and motif-driven. Instead of just song breaks, the score weaved through the narrative, reinforcing characters and moods.

Instrumentation expanded: strings, brass, synths, choral elements, percussion layers, and electronic pads. The composer also experimented with leitmotifs (themes attached to characters or story arcs).

4. The Modern Surge: Thaman & the New Generation

S. Thaman and the Pop / EDM Infusion

Thaman is among the leaders of today’s Telugu music. His songs often blend pop, EDM, hip-hop, and electronic elements — while retaining catchy melodies. A good example is Butta Bomma, which became a viral hit on social platforms.

He uses strong beats, electronic drums, processed vocals, and drop sections (a trait from contemporary pop/EDM).

New Names & Fresh Voices

Alongside Thaman, composers such as Devi Sri Prasad (DSP), Anirudh, G. V. Prakash, Santosh Narayanan, and upcoming younger composers are pushing boundaries. They freely mix genres — trap, rap, synthwave, folk, cinematic soundscapes — to appeal to both mass and niche audiences.

5. Changes in Style, Instrumentation & Background Scoring

From Melody → Fusion → Beat-Driven

Then (Ghantasala / golden): melody-centred, ragas, minimal instrumentation.
Middle (Ilaiyaraaja): more orchestration, folk rhythms, fusion.
Keeravani / Modern: cinematic scores + hybrid elements (Western + Indian).
Now: beat-forward songs, rap/hip-hop breakouts, electronic textures.

Instrumentation Shifts

Strings (violin, cello), flute, veena, mridangam, tabla were staples.
Later, addition of brass, percussion ensembles, orchestral winds, choral voices.
Modern era adds synthesizers, pads, sampling, programmed drums, digital effects.

Background Score as Character

Earlier, scores were supportive. Now, they are integral storytelling tools. Themes, ambient textures, tone-shaping underscore, and transitions are used to elevate scenes, foreshadow drama, or amplify emotion.

This shift aligns with how global films use score as a “silent character” rather than just filler.

6. Role of Music in Marketing & Virality

Songs as Previews & Teasers

Over time, songs became promotional tools for films. A strong song launch can generate buzz before the film’s release. Many Telugu films launch singles (sometimes 2–3) ahead of the film to keep audience interest.

Virality & Social Media

In the TikTok / Instagram era, songs (or their hooks / choruses / danceable lines) become viral. Butta Bomma is a prime example, where its portion got reused across reels and short video platforms.

Naatu Naatu also had dance challenges and social media traction that expanded its reach beyond Telugu audiences.

Hooks, Drops & Catchy Phrases

Modern composers often design songs with “hook lines” — short, catchy lyrics/melody lines that stick. These are ideal for short video formats (15–30 sec). The drop (beat break) or hook is strategically placed to be reused by users.

Cross-Platform Strategy

Music videos, lyric videos, behind-the-scenes snippets, dance versions, unplugged versions — all are used to stretch a song’s lifecycle and reach. A single song can be monetized and promoted across YouTube, streaming platforms, social media, and live performance.

7. Case Studies / Illustrations

Keelu Gurram (1949) — Ghantasala as composer, minimal orchestration, strong melody backbone.
Sankeertana (1987) — Ilaiyaraaja’s Telugu work shows his signature textures.
Gandeevam (1994) — Keeravani composition in a mass entertainer.
Naatu Naatu (2022, RRR) — global acclaim, viral challenge, beat-folk fusion.
Butta Bomma — Thaman’s song that went viral across reels and social media.

8. Future Directions & Observations

Genre Hybrids: Expect more mixing of ambient, lo-fi, trap, synthwave with Indian elements.
Adaptive Scoring: With immersive formats and interactive media (VR, AR), background music may adapt in real time.
Regional Folk Revival: More composers will mine lesser-known folk traditions and instruments for uniqueness.
AI / Assistance Tools: Assistive composition tools, sample libraries, AI-generated motifs might be adopted by composers.
Global Collaborations: More cross-border musical collaboration — Telugu films may recruit global producers or feature foreign artists.

FAQs

Q: Why are older Telugu songs more melody-oriented?
Because early composers prioritized voice and melody (rooted in classical traditions) and the technology/instrument palette was limited.

Q: Did background scores always matter?
Not so much initially, but with cinematic scale growing, score now is integral to mood, pacing, and narrative.

Q: What makes a song “viral” today?
Short hooks, danceable segments, catchy lines, social media shareability, challenges — all help a song go viral.

🔗 Useful Links

🎬 Internal Links (Movieshala.com)

The journey of Telugu film music mirrors the broader story of cinema itself: from simple, soulful roots to grand, high-tech, genre-blending ambition. Ghantasala’s pure melodies laid the foundation. Ilaiyaraaja expanded horizons. Keeravani added cinematic depth. Thaman and newer talents push toward the future — where songs do more than sit in a film: they live across social media, challenge platforms, and become cultural moments.

Author: Movieshala