Mumbai, Oct 25 (NationPress) Singer-songwriter Aditya Rikhari, who is enjoying the remarkable success of his viral hit song ‘Sahiba’, does not approach his music with the social media landscape in mind.

During a recent interview with IANS, while promoting his music reality streaming show ‘I-popstar’, Rikhari stated that although he acknowledges the importance of social media for the distribution of his music, he refuses to create tunes constrained by algorithms.

He expressed, “Social media should not dictate the process of songwriting. If I focus on crafting a hit, my entire creative approach shifts. There needs to be authenticity in my music creation. If I consider how a song will perform on social platforms, I am prioritizing virality over artistry. Personally, I have never approached songwriting with such an intention. Many of my tracks have gained popularity organically, without me planning a social media strategy for them.”

He continued, “Currently, my most popular track is ‘Sahiba’. It gained traction over a year and a half. I firmly believe that if I start thinking, ‘This worked, let's replicate it for more success,’ it undermines my integrity as an artist. I aim to create quality music, and until I achieve that, I won’t be idle. Each song has its own timing. While social media is certainly significant, it’s the audience's appreciation that propels a song forward. People connect with a song, share it, and that’s how it finds its audience.”