There was a time in Telugu Film Industry when Lyricists were given the highest priority along with the music director and even the star heroes used to participate in sittings along with the crew to get the best output. Some heroes used to prefer particular lyricist and enjoyed such a comfortable working with them that they used to choose them as single card lyricists.
Dr C Narayana Reddy, Arudra and Athreya are some of such lyricists who enjoyed such status with actors like Sr NTR and ANR preferring them exclusively for their films based on specific theme. Then came the next generation lyricists like Veturi and Sirivennela Sitarama Sastry who were the first hand choices for makers like K Vishwanath, Vamsi and Jandhyala as single card lyricists for their films.
After nearly two decades, the new age lyricists namely Rama Jogayya Sastry and Bhaskarabhatla are back in this trend by choosing single card albums and thereby bringing the bygone value alive. They have their own style and persona of expressing feelings in poetic words and also happen to be quite active in Social Media. Recently Rama Jogayya Sastry penned all the songs for Srimanthudu, Janatha Garage and Bhaskarabhatla written full songs for Jyo Achyuthananda.
Looks like good days are back with lyricists getting the respect they deserve!
