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Google AdWords promotion was key to Badshah YouTube success


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On Friday, we reported on Indian artist Badshah’s success with his new music video ‘Paagal’, and Sony Music India’s claim that it had broken BTS’ YouTube 24-hour-debut record with 75m views in its first day on the platform.

We’re still waiting for YouTube to officially confirm the record, but in India there has been criticism and suspicion (much of it from cross members of the BTS Army) of Badshah’s achievement. They did have a point, mind: the video had noticeably fewer ‘likes’ than you’d expect for so many views.

On Friday, the artist replied with an Instagram story hitting back at the critics. “Is it even worth it? We worked hard for this, promoted it worldwide. And what some people call fake views are not fake views. They are google ad words. Its a way of promoting your video, we bought ad words all around the world so that people could see the video all around the world,” wrote Badshah. He later added: “You think artists abroad dont get paid promotions? Are you so naive? I dont want to be the one with the highest views, but someone has to be. I tried and i did it. Get over it.”

Music Ally has contacted YouTube to see what it makes of the video’s claimed total / record-breaking status, and is awaiting a response.

Stuart Dredge

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