Authenticity Isn’t a Strategy — It’s The Starting Point”: Anubha Bajaj On Turning Heartache Into Hits

Anubha Bajaj is a Delhi-based singer, songwriter, and producer known for her emotionally rich music and viral digital content. With hits like Lamhe, Savera, and her latest single Jiya, she’s carved a niche in India’s independent music scene, blending heartfelt storytelling with contemporary soundscapes. Often dubbed the “Indian Charlie Puth” by fans, Anubha continues to captivate audiences with her authenticity, creativity, and soul-stirring voice.

In an exclusive conversation for Loudest's Rising Star series, Anubha Bajaj delves into the music industry and the art of building an independent brand.

Here are edited excerpts:

Q1.Your music connects emotionally with listeners, especially with tracks like ‘Jiya’. How do you translate such personal stories into a marketing strategy that still feels authentic?

When I write songs like Jiya, it's all heart first. Once the story is there, the marketing becomes about amplifying the emotion, not packaging it. We try to keep the rollouts intimate and relatable—whether it's a raw acoustic reel or sharing the story behind the song in a caption. Authenticity isn’t a strategy; it’s the starting point. I think that’s why people connect.

Q2.You've built a strong digital presence through both music and content like 'Anything Can Be Music'. What role does social media play in your release strategies and fanbase growth?

Social media is my stage as much as any live performance. It's where I test ideas, share my process, and connect in real time. With every release, we build momentum through short-form content, behind-the-scenes moments, and interactive posts. Anything Can Be Music really helped me show a playful, creative side, which brought in a wider audience who now stays for the music.

Q3.With viral hits like ‘Lamhe’ and now ‘Jiya’, what data or audience insights do you rely on when planning your next move—be it a release, collab, or content series?

I keep a close eye on engagement metrics—where listeners are coming from, what content resonates most, and how fans interact with different formats. Spotify for Artists is great for identifying regions where the music’s picking up, and social insights help tailor content styles. But beyond data, I also trust my gut and community feedback—DMs, comments, fan messages often give me clearer direction than numbers.

Q4.In a crowded independent music space, how do you approach brand partnerships or platform features (like Spotify playlists) to stand out and scale your visibility?

For me, it's about alignment. Whether it’s a playlist feature or a brand collab, I always ask: Does this fit my voice? The most successful moments have come from partnerships where there’s mutual respect for creativity. Being featured on “Hot Hits Hindi” or “Indie India” wasn’t just visibility—it validated the sound. And with brands, I’m excited to co-create, not just endorse.

Q5.As a singer-songwriter and producer, how are you thinking about monetizing your artistry beyond streaming—are there plans for merchandise, live experiences, or other revenue streams?

Absolutely. I see my music as more than just audio—it’s a full experience. We’re exploring limited-edition merch that ties into the emotions of each song, intimate live shows that bring fans closer, and even educational content around songwriting and production. I want to build a sustainable ecosystem where every layer—from sound to story to style—feels connected.