cinema production. gramophones. south of india. make a connection… no? nothing?<\/span><\/p>\n read on!<\/span><\/p>\n the origin!<\/b><\/p>\n taking over his father’s business of selling gramophone records in the 1930’s, a certain man moved to Madras to set up Saraswathi Stores, which sold gramophone records of #music and plays. choosing to record and distribute folk-inspired plays and semi-classical music alongside traditional, classical music and plays, Saraswathi Stores soon became the go-to for all audio needs.<\/span><\/p>\n this was the humble beginning of a cinema production house that came to be an identity for south indian cinema, and whose location, kodambakkam, became today’s thamizh film industry… kollywood!<\/span><\/p>\n any guesses yet? yes! we’re talking about AVM Productions, and the man in question was AV Meiyappan!<\/span> no doubt, if you’ve watched south indian films from the 1950’s and onward, the clarinet and tanpura are already playing in your head! a sonic identity as iconic to us as 20th Century Fox International Corporation is to hollywood!<\/span><\/p>\n over the years, we’ve seen many legacy production houses adopt music from their iconic hit films. the #lakshya tune for Excel Entertainment Pvt Ltd and the k3g tune for YRF-Yash Raj Films spring instantly to mind.<\/span><\/p>\n though AVM Productions hasn’t produced a film in recent years, this tone and identity have remained consistent and intact. 7 decades and running strong! an instant, iconic connection!<\/span><\/p>\n any others you identify just by their sonic identity?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" avm productions | sonic identity #3 cinema production. gramophones. south of india. make a connection… no? nothing? read on! the origin! taking over his father’s business of selling gramophone records in the 1930’s, a certain man moved to Madras to set up Saraswathi Stores, which sold gramophone records of #music and plays. choosing to record and distribute folk-inspired plays and…<\/p>\n","protected":false},"author":1,"featured_media":1462,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,28],"tags":[],"class_list":["post-1461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fbl-new","category-sonic-identity"],"_links":{"self":[{"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/posts\/1461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/comments?post=1461"}],"version-history":[{"count":4,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/posts\/1461\/revisions"}],"predecessor-version":[{"id":1466,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/posts\/1461\/revisions\/1466"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/media\/1462"}],"wp:attachment":[{"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/media?parent=1461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/categories?post=1461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/firebrandlabs.in\/blog\/wp-json\/wp\/v2\/tags?post=1461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n
\n<\/span>the iconic AVM intro<\/b><\/p>\n