"Ten years from now you will remember me for being the trendsetter," spoke Niigaam at a inter-city video conference that came courtesy the radio network - Big 92.7 FM. Incidentally, Big FM has partnered with Niigaam on his latest single, holding exclusive rights for song play-outs including digital and physical unit sales. "It's perhaps for the first time in the history of radio entertainment in the country that a radio station has tied up with an artiste to market a single track in a complete 360 degree way," Anand Chakravarthy, the national marketing head for Big 92.7 FM reeled out, as Niigaam dressed provocatively in a tee with a plunging neckline answered queries from across five cities.

The reason to do a single, says Sonu was simple. "The producer will always ask you, 'do you have a sure-shot winner?' I knew I had this one," Niigaam answered and added, "In the West, releasing singles is a done thing. It may be a new concept in India but it's going to be the next big thing in the entertainment industry. They'll thank me for this." Calling radio listeners as a "dedicated audience" Niigaam feels he had no two thoughts about releasing the track on air. "They all heard me all over," he laughed mentioning that the song can also be downloaded from the station's website.

Speaking of dedications, the jump-and-dance clubby number is Niigaam's tribute to all Punjabis out there who won't settle down till a Punjabi track is played in a party, at a concert or the neighbourhood discotheque. "Wherever I have performed, I have Punjabis in the audience who always request me to play Punjabi please. This track goes out to them. In fact the lyrics are 'I want Punjabi please'," smiled the singer who has already "worked out" the video in his head. "It's on the floor and should be out soon," answered Niigaam. So will single tracks pave the way for one-time hit singers, we couldn't help but ask. To this Niigaam said: "Think positive. I look at singles as a unique way for talented singers to reach out to an audience without having to afford an entire album."