It’s difficult to stand out among others on digital platforms: YouTube sensation Jonita Gandhi | music | Hindustan Times
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It’s difficult to stand out among others on digital platforms: YouTube sensation Jonita Gandhi

music Updated: Dec 02, 2016 08:10 IST
Samarth Goyal
Samarth Goyal
Hindustan Times
Highlight Story

Singer Jonita Gandhi says artists who want to promote themselves on digital platforms have to do it all by themselves. (Vidya Subramanian/HT Photo)

Singer- songwriter Jonita Gandhi 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.

“There are so many talented artists who now take to the internet as their outlet. So it is still quite difficult to ‘crack the code’ so to speak”

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. There are so many talented artists who now take to the internet as their outlet. So it is still quite difficult to ‘crack the code’ so to speak.”

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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.

“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?”

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. It is a lot of work and responsibility. I don’t think that YouTube makes it easier to become a musician.”