"As an artist, it's essential not to confine yourself to a single genre"-Pavani Mehra, Independent Artist

By Ojasvi Kapoor
September 28, 2023
"As an artist, it's essential not to confine yourself to a single genre"-Pavani Mehra, Independent Artist

Pavani Mehra, an incredibly talented female rapper known for her unique style and lyrical prowess.She represent the dynamic fusion of artistry and beats that's been captivating audiences across the nation.

In an Exclusive Interview with,She takes us on a journey to explore her artistry and views on the rap and hip-hop  industry in India.Here are edited excerpts:

Q1.Tell us about your musical journey so far who inspired you to become and artists?

I started learning when I was just 4 years old, so my parents sent me to learn classical as it was booming at that time. This was a great way to actually start my musical journey. I began learning classical Hindustani . However, after some years, when I was in my late years (10th and 12th grades), I realized that this had definitely provided a solid foundation for me in singing and understanding rhythm, helping me grasp the essence of . But eventually, I started thinking about my personality and how I wanted to connect with, write, or contribute to .

So, I explored hip-hop.I made a significant shift from Hindustani classical to hip-hop, which was a major change in my life. During , I started listening to a lot of rappers like Raftaar, Raja kumari, and Divine. I thought to myself, "I write poetry, I perform, and I also have a good understanding of rhythm, so let me try this." I gave it a shot, and, to my surprise, it clicked. That's when I realized I wanted to become a rapper.

This has been my journey so far—how I chose hip-hop as my primary genre. When I started pursuing this path, people began noticing me on social media, and Ritviks commented on my work. Then, in 2020, I got the opportunity to be mentored by Raja kumari, which was a significant milestone in my life. She encouraged me a lot, telling me that I had the potential to succeed in this field.

This mentorship became a turning point for me, and I decided to turn my passion into a career. Since then, I have never looked back. I've performed in Delhi several times, including with Tinder, and now I'm performing with Beat . As an independent artist, I am constantly pushing boundaries, expanding my network in the industry, and consistently releasing high-quality .

Over these three years, I've realized that I can do more. I've upgraded myself from being just a singer, rapper, songwriter, and composer.

Q2.What is your musical style, and how would you describe your unique sound?

My main genre is hip-hop, but currently, I am also exploring pop and jazz. I'm attempting to create a fusion of all these sounds because I believe as an artist, you shouldn't limit yourself to just one genre. You should also explore different sounds; that's how you can progress and remain relevant in the industry. Personally, I enjoy listening to a lot of Sufi songs and Shayari’s, so in the future, I would love to work on something in that genre as well.

Q3.Many independent artists face challenges in terms of funding and resources. How have you overcome these obstacles in your career?

I work as a graphic designer professionally, holding a 9 to 5 job at a prestigious company. I do this to invest all of my earnings into my . When I return home, I head to my studio, which I've built using the savings I've accumulated from my job. I dedicate a significant amount of time to my studio, typically from 9 to 2. It's a period of hustle where I juggle my job and my career.

I believe that, as an independent artist striving to make it in the industry, you have to go through these phases. You need to allocate funds for marketing, content creation, and videos. Investment becomes essential in these scenarios. This is how I manage my finances to pursue my passion for .

Q4.So tell us about your new song feeling nasa?

As the name suggests, I understand that the initial reaction to the song "Nasa" might lead you to think it's related to ISRO or NASA. However, it's not actually related to space. This song was released last year, and its theme revolves around the feeling of being on top of the world when you accomplish something or achieve your goals.

When we created this track, we did so in just four days because I had an upcoming event with a 45-minute slot, and one track was still missing. So, we decided to create something that was a fusion of styles. I selected a folk track and combined it with my own lyrics and composition. That's how my producer and I came up with this hip-hop track. It's very catchy and has its unique nuances. That's what the song "Nasa" is all about.

Q5.Have you implemented any specific social media strategies to leverage the importance of Reels in promoting you're song's visibility and impact?

As a designer, I take great pleasure in creating content. I've produced a substantial amount of content for the song. Additionally, I've created a "zeal," which is essentially a shorter version of a magazine. This zeal is vector-based and provides insights into the journey of the song, including how it was shot. The entire process of shooting the video in the studio was quite intense, as we completed it in just six hours in Delhi. This zeal effectively narrates the story of how the song came to be, how we filmed it, and my personal sentiments about the track.

Furthermore, I'm in the process of producing some t-shirts for merchandise related to the song. I plan to run a campaign that encourages people to create Reels using the track. The best Reel will have the chance to win a hamper.

Q6.Can you share your thoughts on the current state of the industry and the opportunities it offers for independent artists?

I have observed that over the past three years, the industry has experienced significant growth, with multiple artists emerging. I am pleased to see an increasing number of female artists pursuing careers in , particularly female rappers and pop artists. This represents a positive shift in perspective. India is a tremendous market, and although some have not yet realized its full potential, many are beginning to recognize it. India is a country with a diverse fan base, encompassing various genres, including K-pop enthusiasts. I believe that within the next two or three years, this industry will undergo a transformation. You can now even hear hip-hop tracks in series and movies.

Q7.Lastly,Can you tell us about any upcoming projects or collaborations that your fans can look forward to?

I will be performing in Delhi on October 28th at Beat . In addition to the performance, there are a couple of tracks in the pipeline. One of them is 'Chakraview,' which has been pending for a year and a half. I also have several pop and love songs in the works as I am exploring different genres. I plan to release three tracks in October, November, and December.

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