‘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

Hindustan Times (Patna) - Live - - Time Out - Sa­marth Goyal sa­marth.goyal@hin­dus­tan­times.com

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

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.