Nikhita Gandhi has been riding on a high tide this year. She already has 3 chartbusters to her name this year and will be heard soon in ‘Udta Parinda’ from ‘Tiger 3’. She opens up about the dubbing culture of music composers getting numerous singers to sing a particular track and later selecting one person to be the final voice on the soundtrack.
While she has been a prolific singer, she is also a hugely popular star on social media. Social media has become a massively useful tool which all budding artists are using. Talking about the same Nikhita Gandhi says, “I think social media is a great tool to showcase your skills and reach a large number of audiences across the world. You never know people from which country connect with you as an artist. That way it is a wonderful tool.”
“It has also been quite the learning curve for artists who have existed prior to the boom of social media. I think I am a little bit of both. I have been a part of the social media world as well, though I haven’t really used the platforms to my advantage. But I appreciate if people think I am popular on social media,” she adds.
However, many people find it taxing to constantly keep posting on social media. “I am definitely on the ‘not-so-happy about it’ train. I think it’s great that social media can be a great medium to reach your audience but at the same time, I don’t like the fact that it’s become a metric. Followers count don’t equal talent. It is not a metric to calculate how good an artist is. So, it is a bit of a popularity pageant and that’s what I have a problem with. I think that these kinds of things shouldn’t be quantified. It’s not a race or any other sport competition. It’s a very intangible personal experience, be it arts, music dance or any performing arts.”
“On social media, it’s a lot about the packaging, how you shoot the videos, how interactive you make it, as opposed to the material that you are posting. So, yeah it is exhausting and I feel most of my peers would agree with me,” concludes Nikhita Gandhi.