Interview | Team Atti Culture behind the viral song ‘Jorthaale’, on riding the viral wave

What does it take to create one of Tamil music’s most viral independent numbers? Atti Culture, a record label from Chennai, speak about making music that stands out because of sheer originality

At Atti Culture, the philosophy is simple. “We work with authentic characters who tell real stories,” says OfRo (Rohith Abraham), music producer and head of this Chennai-based record label.

This is probably what helped him find Asal Kolaar (Vasantkumar P) amidst a sea of rappers at a talent exposition event at a local Chennai park back in 2019. “There was just something about him,” says OfRo.

The two artistes along with Atti Culture’s co-founder Ken Royson, are behind one of Tamil independent music scene’s most viral songs — ‘Jorthaale’. Asal Kolaar’s foot-thumping number, has clocked over 50 million views on YouTube. Members of the Chennai Super Kings team have shaken a leg to it while trying to guess the meaning of the song. It has also been used in the Tamil film Rudhran starring Raghava Lawrance.

Celebrities like Ramya Krishnan and singer Dhee have backed the number with moves and praises. This is besides the barrage of Instagram reels, YouTube shorts and reality show appearances that have used the song as their backdrop since its release as a single in 2020.

“When Jorthaale was first put out on the internet, we did not think that the CSK team would be repping it during the IPL. We merely released it as a single on social media. That is where it started getting noticed,” says ofRO.

Ever since, this whimsical song has opened doors for the company, helped them work with other interesting artistes, and has brought in partnerships. Its release, along with other popular songs like ‘Enjoy Enjaami’ by artistes Arivu and Dhee, have also finally jammed the gap that the Tamil independent scene has been longing to fill.

Three years on, the team reflects on the process, their other tracks and future plans.