They are watched and loved by millions across the world, and they aren't Bollywood superstars. Six of YouTube's biggest names from the country come from aamchi Mumbai
A recently released list of top Indian music creators on YouTube has revealed that six of the city’s brightest are among the 11 front runners. Mumbai-based musicians Sanam (band), Neha Kakkar, Shirley Setia, Darshan Raval, Siddharth Slathia and Singh's Unplugged (duo) have managed to consistently garner the attention of music aficionados this year to significantly up their subscribers. Sanam, comprising brothers Sanam and Samar Puri, Venky S and Keshav Dhanraj, with 1.7 million subscribers, ranked second on the list. They came second only to Chennai-born America-based Vidya Vox. Vox also emerged as one among the overall Top 10 Content Creators on the platform.
Sanam tells mid-day, "Our subscribers have grown gradually, and the number continues to rise. We have never released any content that went viral. We feel blessed to know that so many people around the world appreciate our music." Bass guitarist Venky S adds, "We get messages from fans who tell us that our music has brought families together. Everyone, including children, parents and grandparents enjoy listening to it. This inspires us to work harder," he says, adding that the group is rarely inspired by numbers. "We just focus on creating new music. That keeps us happy."
Shirley Setia considers her spot as fourth on the list as an added responsibility. "You need to get better with every project. Hard work and many sleepless nights are the recipe to attaining this position. So, this feels deserving," she says.
Ninth on the list, Siddharth Slathia with 3.9 lakh subscribers admits that his journey to the top was no mean feat. "My subscriber base has not grown overnight. It’s taken a number of years to reach this figure. It is satisfying to be acknowledged among the top music creators. I am glad my efforts are paying off and I am succeeding on a highly competitive medium," he says. Bagging a spot among the bigwigs, he says, has as much to do with talent as it does with an understanding of the platform. "When I started out as a YouTuber, I knew that if I made covers of old songs, I wouldn’t garner a large audience. So, I focused on uploading covers of the latest tracks instead. After I acquired a reasonable amount of subscribers, I focused on striking a balance between uploading covers of old releases, and those that my existing audience would want to hear." Gurashish Singh and Tanveer Singh Kohli of Singh’s Unplugged second Setia’s opinion that toil plays a vital role in achieving success on YouTube. "We will continue raising the bar," says Gurashish.