Bollywood playback singer Dev Negi, who has sung Aala re aala from Simmba, says the popularity of a song now depends on its promotion on mainstream platforms. "I think the popularity of a song depends on how the song is promoted. Promotion really plays an important role," Negi told IANS.

"There are times when the peppiest numbers get more promotions even before the film releases and a few melodious songs are out after the release of the film. The fact is that once the film is out of the theatre, people do not really look for the song, because by that time, other songs come in.