What profession were you in before you started creating content, and when did you decide to take the plunge?
I did my graduation in interiors, but I was born to an acclaimed Hindustani classical vocalist, and I grew up listening to Hindustani classical music. Surprisingly, I never wanted to become a full-time musician or a content creator. Both my father and sister come from a very old-school background. At that time, being on a reality show was the only way you could make a career out of music. And for me, that was never the route. I was never interested in going for reality shows or heading in that direction. So, when I started doing music, I first began doing live shows at a very early age. That’s when I realized that this is something I wanted to pursue full-time because I felt happiest when I was on stage. I took a completely different route from my father and sister, choosing social media, YouTube covers, and Instagram videos. That’s how I grew as both a musician and a content creator. I’m so glad I made that decision and met incredible people who helped me with my content. That’s when I decided I wanted to do this full-time.
When you started content creation, did you ever think you’d grow so much?
No, I never expected it. I was super surprised when I posted my first-ever YouTube cover, and it got 10,000 views in just a day. I was taken aback because I never expected that to happen. I was doing it purely out of love for the process, and I stayed consistent on both Instagram and YouTube. I would make videos, record covers, and upload them at least two to three times a week. Seeing the results was amazing. It motivated me to create even more content.
Any tips for budding creators? How is it different now than it was when you first started?
I would say, just be very consistent. Try to do something different that no one else is doing. Things are definitely different from when I started and what’s happening now on the internet. There are so many content creators now. The competition is intense, and there are so many talented people making content every day. The internet is available to everyone, of all ages. I’m sure it’s not as easy now as it was for me when I first started. But if you’re doing it with the right intent, passion, and consistency, and offering something unique, you will succeed for sure.
How cluttered is your space and what do you do to stand out?
The music space is definitely cluttered, with many musicians putting out content daily. When I started doing covers, not many were producing high-quality music and videos. I was fortunate to have an amazing team with me to create really good videos. Now, it’s definitely more crowded. I’ve evolved, though, and I’m focusing on my original music while still doing covers. The ratio has shifted to about 70% original music and 30% covers. To stand out, I ensure my videos are aesthetically beautiful and appealing while maintaining high quality.
Any crazy fan stories?
One of the craziest fan stories would be a fan from Kolkata who always brings me customized gifts. Whenever I perform in Kolkata, she comes to meet me with creative presents like cups and chocolates. She’s been doing this for over four or five years now.
Tell us about a brand you really enjoyed creating content for.
I really enjoyed creating content for One Plus. I made two reels for them, and they really pushed me to bring out my best. I even got to experiment with acting in those reels, which was a lot of fun. They were also very open to my ideas, which I really appreciated
You can’t take long breaks from the internet, and no matter how you feel, you have to show up regularly. Do you sometimes feel under pressure to be consistent and post content regularly?
Of course, I feel the pressure. You just can’t stop, especially for someone like me who’s a big-time workaholic. I can sometimes take a break from content creation, but I can’t stop creating music. Social media can definitely put you under pressure. You open Instagram, and you see so many posts, which can make you feel like you’re not doing enough. But I believe it’s okay to take a break and return when you’re ready. If your fans are genuine, they will wait for you. You must prioritize your mental health over everything else.
What was the defining moment for you?
The defining moment for me was just a month ago when I released my debut EP, Bawari. The sound of the EP is a blend of melodies inspired by Hindustani classical music and modern electronic production. Growing up with Hindustani classical music, those melodies come to me naturally, but I wanted to present them in a modernized way. That’s what I’ve done, and it’s a big step in defining myself as an artist. I’ve received so much love and appreciation for it, and I’m truly grateful.
How is content creation different from other professions? What are the perks and challenges?
The best—and worst—part is that you’re your own boss. You create your own deadlines, targets, and goals, which is very different from a traditional 9-to-5 job where you’re assigned tasks. A major perk is that you can take holidays whenever you want. You can treat Sundays as Mondays and vice versa. The challenge, though, is that sometimes you overwork. You might work for 24 hours straight or an entire week. But when you love what you do, it’s all worth it.
Tell us about the ups and downs you’ve experienced before you got this far.
The journey has definitely had its ups and downs. There was a time when my follower count was stuck for almost a year. I was mentally not in a good place, as I couldn’t find time to create content. I was assisting someone else and was too caught up in other work. I’m someone who used to make content every second or third day, so that phase was tough. But sometimes, it’s better to take two steps back so you can take four steps forward. Once I returned, it took time to regain my audience and reach, but eventually, it happened.
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
My most viral reel was a cover of Ve Kamleya. I had just watched Rocky Aur Rani Kii Prem Kahaani for the third time, and I was so connected to the song. I’ve been a huge fan of Pritam sir since childhood. After hearing the song 100 or 200 times, I felt so attached to it that I went straight to my studio, recorded the song, shot the video, and posted it. It ended up going viral, with around 2 to 2.5 million views now. It was very surprising, and Pritam sir even posted it on his story. That was the best feeling.
Who are your favorite content creators and who do you wish to collaborate with?
My all-time favorite content creator is Dharna. I absolutely love her content and have been following her for a long time. I don’t miss a single reel of hers. I also like Vishnu’s content. There are many other content creators, but I genuinely connect with Dharna’s content because it feels so relatable—like “Oh, this is me” or “This is my mom.” I’d love to collaborate with her.
What’s next for you?
I’ve been working on a lot of music and collaborating with many musicians and singers. I also have an Instagram series called Shreya Collabs, where I collaborate with creators across different genres, not just music. I’m planning to expand this series and explore it more this year. At the same time, I’m working on my debut album. Let’s see how it comes along! I’m super excited about everything that’s coming up, and I’ll be sharing it soon on my social media.
