Streaming was a game-changer, says indie music star Ritviz

Q: The independent music scene in India is at an all time high and has become comparable to film music on streaming platforms over the past year or so. As the most listened to independent artist on Spotify India, what do you think of this rise in popularity of independent music?

A: Therefore, there is more independent music coming out of the country today than ever before, and it will only get bigger and better. What every independent artist needs to understand, however, is that if distribution is just a click away, the key is marketing. Film music is marketed on the backs of blockbuster movies, synchronized with visuals that accentuate the user experience and reinforce relativity – that’s the complete package. As a freelance artist, how far do you go with your marketing?

Q: Can you explain to us the creation of “Khamoshi”? What prompted you to work on this beat that Karan Kanchan gave you?

A: Last year Karan sent me a track he was working on, and while I was listening to it some parts really hit me and I started to build a whole new song in my head. He was working with someone else on this song but I couldn’t help myself, and I called him up and said, “Let me join in, I want to write this song with you!” . He probably wasn’t expecting it, but he was ready to do it, and that was it. From there, it took us almost 6 months to finally finish the song. In the meantime, we got together in December to shoot the clip and we had plans to release it himself at the time, but the song wasn’t ready so we had to cancel it. That said, I couldn’t have asked for a better time to make this happen, I’m about to drop so much music this year and this is where it all starts!


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