‘It’s difficult to stand out among others on digital platforms’
YouTube sensation Jonita Gandhi, who is now a popular name in Bollywood, says it’s not easy to create an identity on the internet
Singer-songwriter Jonita Gandhi (right) owes her success to the digital platforms. Before making her mark in Bollywood with songs in films such as Chennai Express (2012) and Highway (2014), the 29-year-old had an enviable digital presence, with 45 lakh million views and over 40000 subscribers on her Youtube channel.
It might seem easy to get fame through internet, but Jonita argues otherwise. She says, “Access to digital platforms is widespread today. People now are using social media to showcase their talent. Though it’s easier to use these methods and put your voice out, it’s difficult to stand out among the rest.”
Jonita believes that internet fame has its positives as well as its loop holes. “Yes it makes it easier to get heard and reach out to a global audience. But musicianship and how ‘good’ you are — that’s something for your audience to judge. YouTube is a platform where people can be extremely, and sometimes brutally honest about how they feel about a certain artist or song. So, why not let the audiences decide and react to who they like,” she adds. Jonita further feels that unlike other musicians, artists have to work harder to create an identity on social media. “I’m one of those people who ‘made it’ as a result of posting videos on YouTube. It takes a lot of work to put together your resources to work on your channel. As a creator on digital platforms, you are your own director, producer and writer.”
Though it’s easier to use these methods and put your voice out, it’s difficult to stand out among the rest JONITA GANDHI, SINGER-SONGWRITER