"I don’t Chase Virality—I Chase Connection"-Anubha Bajaj

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?

For me, it starts with being honest in the music. When a song like Jiya comes from something real, I make sure the marketing reflects that. I don’t try to sell a story—I just share it, the way I’d tell a friend. The goal is to keep the emotion intact, even in the promo.

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 like my daily jam session with listeners. It’s not just promo—it’s where I test sounds, share behind-the-scenes stuff, and have fun. Something like Anything Can Be Music helps me stay connected in a creative way, and when a release drops, that connection really shows up.

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 listen to what people say and feel. Comments, shares, saves—that’s the real data. If a certain line or moment hits hard, I take notes. I use those insights to shape what comes next—whether it’s picking a single, planning a collab, or building a content series around a theme that’s resonating.

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?

I look for partnerships that align with my vibe. If it feels natural and adds value to the story I’m telling, I’m in. Playlists and features matter, but I also focus on staying true to the kind of artist I am. It’s always best to stay authentic for my music and my audience.

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?

Definitely exploring beyond streaming. I love the idea of live, intimate shows and maybe even doing some cool, lowkey merch—stuff that feels like an extension of my songs. I want everything I do to feel personal, not just like a product.