The summer of 2021 marks a milestone for us Desi fans! We finally got to witness an epic collaboration of Indian Pop with Korean Pop featuring the Western influence! Indian Pop phenomenon, Armaan Malik along with Korean-American singer-songwriter, Eric Nam and Indian- American musician, KSHMR brought us ‘Echo‘. The song is a flawless fusion of genres and the perfect paradigm of brilliance these three artists possess who bridge the gap between Mumbai, Seoul, and Los Angeles.
After an exciting guessing game on social media and an Instagram live later, the release date of 21st May was announced. When the news dropped, the fans were elated and eagerly waiting for the single. No wonder the song was well received and loved by fans worldwide! With over 2 million views on YouTube within the first 24 hours, ‘Echo’ also peaked at #6 on Indian iTunes Songs Chart and #1 on Indian iTunes Dance Charts.
Thank you everyone for all the support on 'Echo'
— KSHМR (@KSHMRmusic) May 22, 2021
‘Echo’ also graced the cover of Spotify India’s New Music Friday Playlist. The song has reached more than 13k streams (at the time of writing) on the platform. YouTube Music promoted the songs on billboards in New York City and LA. Twitter also released custom hashtags to commemorate the single. The three artists did a Twitter Space live moderated by journalist Jeff Benjamin where the singing duo performed live in the intimate setting of 1.3k fans. The trio also hosted a YouTube live celebrating the music video premiere where Armaan, KSHMR and Eric shared their languages – Eric spoke a few lines Hindi and Armaan and KSHMR voiced the lines in Korean, urging the fans to listen to ‘Echo’!
Echo-ing worldwide 🌎 Send us a picture if you catch us in New York or LA!
— ARMAAN MALIK (@ArmaanMalik22) May 22, 2021
— Eric Nam (에릭남) (@ericnamofficial) May 20, 2021
The single ‘Echo’ honors the ongoing Asian American Pacific Islander Heritage Month. The artists have brought their varied geographies closer by the one thing they share in common, their Asian heritage. The collab diversifies the existing Asian Pop genres and breaks their stereotypes on the global stage, being the pioneer to bring forth a project of such scale.
The song reflects the ambiguous and conflicting feelings in any relationship that ends up nowhere, going back and forth. ‘Echo’ features unwavering euphonious vocals from Armaan Malik and enrapturing tenor of Eric Nam, set on signature EDM, Future Bounce tunes from KSHMR. The artists are seen portraying the said emotions in the accompanying music video with the dimly lit backdrop that heightens the feel of the song.
‘Echo‘ is the first “K-Pop meets I-Pop” collab. It’s gratifying to see Armaan and Eric taking their serendipitous Twitter friendship to the next level along with KSHMR. Growing out from a small idea from KSHMR, ‘Echo’ is now a genre-defying, pan-Asian work of art, the very first of its kind. The collab hopes to open up ways for South East and South Asians to present themselves in the global music industry. We can’t wait to see what the future holds for the trio and the Asian representation in the world!