Item song

An item song (also called an item number) is a type of musical performance inserted into Indian films, particularly those produced by Bollywood and in other Indian languages such as Telugu, Tamil, and Kannada. The song typically has no direct connection to the plot of the film; its primary purpose is to entertain the audience and to generate additional publicity for the film.

The song is typically performed by a female performer (or occasionally a male performer) who is not among the main characters. This performer is known as an 'item girl' or 'item boy'. The scene usually takes place in a location such as a bar, a celebration, or a crowded public space, and features elaborate choreography, colorful sets, stylish costumes, and a large ensemble cast.

Etymology

The term 'item' originated in the language of the Indian film industry, where 'item' referred to an independent segment inserted into a program. The term was later applied to the female performer in the song. The use of the term has been controversial, as many people object to the notion that it reduces women to a commodity.

Industrial role

Film producers use item songs as a marketing tool: the song is released on television, radio, and online platforms before the film's theatrical release, to attract audiences. Often the song becomes more famous than the film itself. These songs have also become a significant revenue stream outside ticket sales, with music rights and online streaming rights being sold separately.

Social debate

The most significant criticisms concern the lyrics and the way women's bodies are portrayed. Many women's rights organizations have argued that these songs reinforce the view that women are objects for male enjoyment. On the other hand, some actors and producers argue that it is a form of legitimate entertainment performance, and that female performers have chosen to participate in this work. The Indian film regulation board has occasionally asked for certain words or scenes to be removed.

Evolution

The style of this type of song has changed over time. In earlier films, formal musical performances were prominent through the twentieth century. In recent years, prominent actors have participated in such songs themselves, which has narrowed the distinction between the 'item girl' and lead actresses. The music has also become closer to international styles such as pop and hip-hop.