This study uses a mixed-methods approach, combining both qualitative and quantitative data. We collected data on the number of downloads of the "Nakka Mukka" female song on Masstamilan, as well as conducted interviews with music industry stakeholders, including artists, producers, and music distributors.
Before we dive into the female version, let's set the stage. Kadhalil Vizhunthen (transl. "I fell in love") was a romantic action film starring Nakul and Sunaina. The film’s music was composed by , who has a knack for creating viral folk-based numbers.