For the lovely Jonita Gandhi, the lockdown proved to be a blessing in disguise as she managed to spend quality time with her family in Toronto, Canada. The Indo-Canadian singer, who became a YouTube sensation and is considered one of the most popular playback singers today, has been busy keeping her fans engaged with new music and content over these past few months. TMM got chatting with the musician who gave us gems like Couple Goals and Sajan Bin from Bandish Bandits last year.
The lockdown saw musicians across the world putting out music for the audience to enjoy. Do you see art as something that has the power to save us?
Definitely, music especially has been like a savior of sorts for people. People are more online now than they were ever before. It’s more likely now for them to be seeking out new artists and exploring music.
You started your career with YouTube and already have a large fan base there. Did that help you stay connected to your fans?
Yes, I think everybody now is recognizing the need of staying connected online. If you have built a fan-following, then you have that many people who are ready to listen and consume your content. I started my career online and have been building that audience since the beginning of my career. I don’t take that lightly at all. I am happy to have that platform to share my music.
Did you miss performing on stage?
Oh my god, yes! Performing on stage is different energy altogether. Now we have virtual concerts that are helping us sustain and are a source of income for us. However, the vibe is so weird when you have to perform for the computer screen. Travelling and being on stage and the immediate response from the audience as they enjoy your music – we are all waiting to see that happen again.
You have been putting out singles for your fans through the lockdown too…
Yes, I have been putting out a lot of music on my YouTube channel. I’m also doing a lot of collaborations with other artists and a bit of song-writing in English and Punjabi music as well. Along with that, I am juggling shooting for the TV reality show Taare Zameer Par on Star Plus. In between all that, I am trying to grow my YouTube channel. Most people came to know me because of my YouTube channel in the initial days of my career. I want to keep that active and I continue to put out at least one piece of music every month. I also put out Singstagrams on my social media, so there is a lot happening. The lockdown has been an opportunity for me to work more on my music and projects I was side-lining earlier.
You have worked and toured extensively with AR Rahman. Can you tell us how he has shaped the way you approach music?
Growing up, Rahman sir has been one of my biggest inspirations. Earlier, I would study the singing in the songs, then I started studying the arrangements and began to get a grasp of his genius. Sometimes, it is difficult for me to believe that I have been working with him for the past seven years. Each time I work with him is a learning experience. There is something new I take away each time. That’s the magic of working with him. You never know what to expect and you always feel a bit more enriched.
This is a great time for musicians, but with so much going on, do you find these times intimidating or exciting?
It’s definitely both! It gets overwhelming sometimes. We are now being exposed in a very new way which is an opportunity but also a lot of responsibility. Earlier, it was only about singing, whereas now it is also about branding. I have grown up appreciating different art forms. I have always enjoyed performing, so I feel I have this huge opportunity now, as an influencer and content creator and not just a singer. The social media and digital space are a great way of knowing our audience and for them to know us as more than just a singing voice. They can get to know our opinions, our interests, and what we stand for.
What’s in store from you in the near future and what are your hopes from 2021?
A lot! (laughs) I’m working on a lot of English and Punjabi music. There is also the finale of the reality show happening soon. My short-term goal is to sustain the new perspective I have gained from the lockdown – the way I am prioritizing things and being able to differentiate between things that make me happy and things that are routine. I just hope I remember all that when things get back to normal.
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