Bollywood A-listers like Hrithik Roshan and Sonam Kapoor last year featured in album "Dheere Dheere" while Tiger Shroff was seen in "Zindagi Aa Raha Hoon Main".
Emraan Hashmi and Esha Gupta's shot together for song "Main Rahoon Rahoon Ya Na Rahoon" while Sonakshi Sinha not only featured but also lent the vocals for song "Aaj Mood Ishqholic Hai".
Indian Ocean's members Rahul Ram and Amit Kilam said, "It is great PR. Some of these actors can actually sing but most can't, it is a trend but I am sure everybody realises that it's a marketing gimmick more than actually creating long lasting music."
Amit and Rahul feel today's music in films is a mix bag and there are composers, who are acquiring a fresh approach and being open to experiment.
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"It's a mixed bag. Some of it we love and some of it we loathe but we are definitely not naming names. Bollywood composers of this day and age have a fresh approach and are experimenting with sounds, which is great," they said.
The popular band has composed music albums for films like "Black Friday", "Satyagraha", "Gulaal", "Peepli Live" and the latest "Masaan", besides their albums "Kandisa" and "Jhini".
The artists said they love to perform live even if it involves the risk of making mistakes.
"In a studio, it is a controlled environment and you get to replay or overdub whereas in live, you get just on chance...So yes mistakes happen, but we still love it".