A still from the video

Shillong, May 3: Khasi music is no longer for your ears only.

Shillong musicians, whose main publicity vehicle until recently was the standard rock gig, have finally discovered the potential of the music video. Mynsiem (From the heart), an album of modern Khasi songs, is creating waves even before hitting the music stores, thanks to visuals starring professional actors.

Produced by Sonarashi Arts and Entertainment and Armaan Dreams Creators, Mynsiem is the third Khasi music video to be shown on cable television. Its two predecessors, Ah Bah Ied and Jyngkyrmen, were runaway hits, too.

Mynsiem contains 10 soulful songs by a motley group of Khasi singers and is slated for release on May 13. The visuals accompanying the music depict young lovers during springtime and have generated interest beyond Shillong.

“This concept is an old one, but we went the extra mile to make it look new. We chose some very talented actors to supplement the music of Mynsiem and we are happy that the preview has been successful,” Eva Kurbah, who produced the album, said.

Pankaj Agarwal of Sonarashi Arts and Entertainment said all three albums marketed by his company through videos had one thing in common: good music. “The idea is to promote Khasi music to the extent that it is included in the popular categories, as music in certain languages already have.”

Singer Andrew Marbaniang, whose powerful vocals are one of the highlights of Mynsiem, admitted that the music video had made the album a better commercial proposition. “If the theme and the lyrics are good and meaningful, there is no way an album can fail,” he said.

Another person who is excited about the prospects of the album is Tyngkai Kharlukhi, who sang the opening song, Senorita. “What is so different about Mynsiem is the quality of production,” she said.

Tyngkai, 21, believes the “potent combination of music and visuals” will make the album popular outside the state, too.