Selekt by Koinage, home to independent artists, released their latest track titled Aaj Phir Kyu, sung by the 19-year-old singer, Anupam Mukherjee, singer, lyricist, and composer all rolled into one.
Aaj Phir Kyu dropped on YouTube and other major streaming platforms on June 3, 2022. The song talks about the aftermath of the raw and vulnerable feelings that one experiences after losing someone. Its video conveys the story of a young couple who are no longer together, and one of them is dealing with the aftermath of a breakup. The song has a gloomy yet refreshing feel. It describes the pain that one feels following the end of an intimate relationship. “It is tough to move on and heal without gaining closure, to accept the painful ending and the reality. The misery of heartbreak is not just about loss but also about self-doubt,” said Mukherjee, adding that just like his first song, Dobara, the tune of this song came to his mind first and lyrics thereafter.
Talking about Aaj Phir Kyu, Ramit Bhat, Director, Koinage Records said, “We spotted the video of Anupam singing Aaj Phir Kyu on his social media account. This was something that immediately struck us and we approached him for it. Aaj Phir Kyu is a song that will touch the hearts of millions owing to its deep and meaningful lyrics, refreshing voice, and heartwarming music.”