Dulquer Salmaan is making a play for the short-form music space. According to a Zee Music Company YouTube shorts drop, the Malayalam actor has entered the viral music space with a track gaining traction online.
The collaboration, dubbed #SlapSong, pairs composer Jake's Bejoy and singer Kayaddu Lohar, with producer Bilal Quadri rounding out the team. The track is punchy and built for the TikTok-and-Reels generation.
Dulquer has been building his Bollywood presence for years through films like Karwaan and The Zookeeper's Wife, along with guest spots in Hindi projects. But short-form music collaborations have become central to celebrity reach in India, where YouTube Shorts and Instagram Reels now drive streaming discovery more effectively than traditional music videos.
Zee Music's shorts ecosystem has become a launchpad. These micro-videos accumulate millions of views, seed songs into streaming algorithms, and build audiences across language barriers. For a Malayalam actor seeking broader all-India appeal without committing to a full Hindi film, this matters.
The #SlapSong tag signals intent: this is designed to go viral, to get remixed, to land on TikTok trend pages. Dulquer's existing fanbase will engage with the content, and viewers unfamiliar with him may follow the link to his IMDb page.
The pairing with Jake's Bejoy, who has worked with Netflix and indie projects, is strategic. Kayaddu Lohar delivers the vocal force. Bilal Quadri's production is tight and contemporary. It is the right team for short-form content.
The track is likely to trend and generate fan edits. Dulquer appears positioned to leverage the momentum into larger projects. The Malayalam actor is playing the broader Indian market one step at a time.
