JOSH'S DIVERSE CREATORS
RollingStone India|May 2021
IN THE SPOTLIGHT
ANURAG TAGAT

KAJAL TIWARI ACTOR, DANCER , 22 , MUMBAI

What kind of change have you noticed about how you interact in the digital and social media realm over the last year? How has being on Josh changed that?

There’s a lot of difference between Josh and the other social apps. After joining Josh, I felt very confident about what I want to do. I wasn’t getting that much of a response in other apps as well, so on Josh I was more engaged and got more incentive to create more stuff. I got a lot of a followers on Josh and with a lot of response, which is rare. So things had changed quite a bit.

Every app usually seems to categorize creators into one box – you’re either a singer or an actor or just one talent but Josh doesn’t have those limitations. It’s different on there – it doesn’t ask for just one talent, but whatever you have and want to put out there, without limitations. It’s one of the best things because then you can do more and better for your followers.

What was your CreatorThon experience like in Maldives?

I still don’t have the words to accurately describe it. It was my first trip where there was no force or targets to achieve. It felt like I had gone on my own. Other apps who sponsor trips often have conditions and targets, but Josh didn’t put down any of that. I was a bit scared going in at first, but the team was so comfortable that my mind just changed so much. I really enjoyed it, because there were no obligations apart from just enjoying yourself.

What did you feel you picked up by interact with other creators at the CreatorThon?

I learned a lot. They were all really great and showed so much love to each other. Everyone was from different fields, someone was a stuntman and another was a rapper. I got to learn about how the rap music space works and how Josh is giving them a platform. There were no levels between us, just special people with different talents. I got to learn a lot from Vejeeta and Michael.

VEJEETA POP ARTIST, 24 , DELHI NCR AND KARNAL

Musicians have often had a problem with reach when it comes to getting heard. Is it different for you with Josh?

I started during the lockdown, so it’s just been a year in the music space. Compared to the normal days, it’s definitely become tougher during the pandemic to release music. But the things I’ve experienced personally, like the short social platforms and the backing I have from Josh, I got to reach a lot of young people really fast. It’s like a superpower for artists who make music. It makes the song reach places you can never expect. That was the biggest push for an artist like me who’s new to this. Not everyone gets a push like this right from the beginning so I was really happy.

What was it like speaking with Badshah and the other creators?

It was a dream come true for me. I’m a pop artist and for us, it’s like more than a dream. I’ve only released two solo songs and Josh has given me such a big opportunity, I never imagined it. Who can think, ‘I’ll go to sleep tonight and tomorrow, I’ll get to meet Badshah’? That was my experience. After getting on Josh, I got two more song deals and I got to go to Maldives. What more can one ask for? I’ve seen a lot of different techniques and it’s helping me make myself better as an artist.

My dream is to be like Badshah. There’s no other thought there. I’m new to this so I want to get to that level. Josh gave me this opportunity to meet Badshah at the stage I’m at. He gave me an opportunity to ask about how to make it as big as him. He gave me three pieces of advice and it’s going to be at the back of my mind forever – to be patient, to keep working hard and never give up. It’s set in my mind now. I’ll keep my doing my stuff.

NEIKITHA MODEL, ACTOR, 22, MUMBAI

How long have you been actively taking on the role of a digital creator and influencer?

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