1. Overview
Big Dawgs is a 2024 global hit single by Indian rapper Hanumankind featuring producer Kalmi, released under Universal Music India on July 9, 2024. The track quickly gained international attention, charting globally, going viral on TikTok, and becoming a case study in how music videos leverage persuasive, operational, and propaganda techniques for impact.
The music video was filmed in Kerala’s well of death, combining adrenaline-inducing stunts with culturally resonant visuals, making it a strong example of modern media influence architecture.
2. Artist Profiles
- Hanumankind (Sooraj Cherukat) – Born October 17, 1992, in Malappuram, Kerala. Indian rapper, singer-songwriter, and actor. Debuted in 2019, emerging as a global hip-hop star with a unique blend of regional identity and international rap aesthetics.
- Kalmi (Nikhil Kalimireddy) – Hyderabad-based producer, DJ, and songwriter. Co-created Big Dawgs with Hanumankind, contributing production and stylistic direction.
3. Chart Success & Impact
- US Billboard Hot 100: Debuted at #57, peaked at #23.
- International Performance: Top 10 in Australia, Canada, New Zealand (#2), Austria, Singapore, Switzerland, Brazil, and Billboard Global 200.
- Streaming & Social Metrics:
- Spotify: 400+ million streams
- TikTok virality: 150M views
- Shazam searches: millions
- Featured on Spotify Global Hip Hop playlist
- Partnership with Capitol Records
4. Lyrics & Thematic Highlights
- Style & Structure: Opens with rhythmic, repetitive hooks (“Uh, yeah”) creating earworm effect and musical conditioning.
- Themes:
- Bravado and dominance – “Big Dawgs” as status metaphor.
- Cultural pride & hybrid identity – blending Indian authenticity with global hip-hop aesthetics.
- Rebellion & risk-taking – reflected both lyrically and visually.
- Persuasive Function: Lyrics subtly shape audience identity and aspirations, creating both artistic and psychological resonance.
5. Music Video & Visual Stylistics
- Director: Bijoy Shetty
- Location: Well of Death, Ponnani, Kerala – a gravity-defying carnival stunt structure.
- Creative Choices:
- Rejected standard vehicles for original, culturally rooted concept.
- Inspired by everyday sounds; completed in a single day.
- Raw authenticity emphasized through unpolished, real-world locations.
- Visual Techniques: Rapid edits, camera spins, close-ups, crowd reactions, smoke, dust, and lighting contrast to maximize engagement.
- Effect: Heightened emotional arousal, audience immersion, and parasocial connection.
6. Persuasive, Propaganda, and Manipulative Techniques
The song and video employ 100 interlocking techniques across the following categories:
A. OPS (Operational Media Techniques)
Capture and maintain attention via spectacle, rhythm, and environment. Examples:
- Repetition of hooks
- Abrupt beat drops
- High-BPM rhythm
- Stunt visuals
- Real location filming
- Rapid cut edits
- Camera spinning
- Hero-centered framing
- Short runtime for social media
- Adrenaline-triggering sound design
B. PROP (Propaganda Techniques)
Shaping beliefs and identity:
- Bandwagoning: join the “Big Dawgs”
- Authority projection: artist as leader
- Symbol transfer: danger/rebellion = power
- Cultural hybridization: local + global appeal
- Glittering generalities: vague, positive affirmations
- Hero myth construction
- Aspirational branding
- Glorification of risk-taking
- Repetition for reinforcement
- In-group vs. out-group framing
C. Persuasion Psychology
Leverages social and cognitive biases:
- Authority bias
- Scarcity principle
- Social proof
- Reciprocity
- Commitment/consistency
- Liking principle
- Halo effect
- Parasocial bonding
- Emotional contagion
- Narrative transportation
- Identity manipulation
D. Manipulation Research Parallels
Strategies observed in modern media influence research:
- Engineered virality & memetic engineering
- FOMO (Fear of Missing Out) inducement
- Algorithmic optimization for engagement
- Cognitive overload to bypass analytical thought
- Emotional hijacking through adrenaline visuals
- Normalization of risk-taking
- Dual coding: visual + audio reinforcement
E. Distribution & Platform Operations
Ensures reach, discoverability, and virality:
- TikTok seeding
- Playlist positioning (Spotify Global Hip Hop)
- Shazam integration
- YouTube algorithm optimization
- International label collaborations
- Short-clip & meme-friendly structure
- Soft-power export of cultural identity
7. Definitions of Key Techniques
- Bandwagoning: Suggesting the majority engages to encourage conformity.
- Authority projection: Positioning the artist as credible and influential.
- Glittering generalities: Vague positive statements that evoke approval.
- Memetic engineering: Designing content for replication and viral spread.
- Scarcity principle: Creating perception of rarity to enhance desirability.
- Parasocial bonding: Audience forms emotional attachment with media figure.
(All 100 techniques are defined in the full academic breakdown, covering OPS, PROP, persuasion, and manipulation categories.)
8. Impacts
- Global Reach: Chart-topping performance and viral social media spread.
- Cultural Influence: Hybridization of Indian and global hip-hop identity appeals to youth and aspirational culture.
- Psychological Impact: Techniques generate emotional engagement, identity fusion, and parasocial connections.
- Media Studies Insight: Serves as a prime example of artistry intersecting with engineered influence, raising ethical considerations.
9. Ethical Considerations
- Blurs the line between artistic persuasion and manipulative design.
- Raises key questions:
- To what extent is influence ethical in music media?
- Are viral formats exploiting cognitive biases responsibly?
- Can cultural hybridization empower identity while subtly shaping behavior?
10. Conclusion
Big Dawgs exemplifies a multi-layered persuasion architecture, integrating OPS, PROP, psychological, and manipulative frameworks alongside strategic distribution. Its success demonstrates how modern music videos are not just art but also engineered influence systems, relevant for scholars in media studies, communication psychology, and cultural research.