We all know social media has become a crucial platform for promotion of one’s talent and skills. Many people use this platform to influence a wide audience and get their message across seamlessly. Although, like any other public platform or forum, YouTube is also governed with some policies, rules, and regulations.
YouTube has always brought new policies and modified strategies on a timely basis related to various topics like copyrights, monetization, child safety and many more. “We have always thoroughly followed all the mentioned policies in our videos from the beginning,” says Rahul Singhal. YouTube censorship policies have never affected his channel in the past as he has always audited his content before publishing it, in order to avoid negatively affecting any community particularly in any way.
Pehchan Music(his YouTube channel) was a backroom idea and a necessity felt by theFounder, Rahul Singhal. He was passionate about music production from his childhood and had a quick eye for the good content. He always felt that there is an urgent need of supporting independent artists in the country and believes that every artist should publish their music with their name on it. Since the foundation of Pehchan Music, Rahul has been working tirelessly and has played a key role in the success of many artists to make it big in the industry.
In an exclusive interview with Insights Success, Rahul shares the dynamics of handling a YouTube channel and what it takes to be relevant in this digital age. Below are the highlights of the interview:
Kindly tell our readers about your renowned channel and its journey since inception.
Pehchan Music was created in 2016 with an aim to promote underground artists and give them an identity they deserve. Through these years, our team has nurtured music talents across India and given them a platform to prosper. We can proudly claim that artists with whom we have worked with like Rahul Jain, Stebin Ben, Vicky Singh, Piyush Shankar and many more have successfully managed to make it big in the industry. With the amount of praise and love received from our audience, we have been able to reach a milestone of 5 Million subscribers on our Youtube channel.
Tell us about your daily operations and the process your team must undergo to create a new video or other content.
We at Pehchan Music, believe in our artist. We do not force our artists to alter their music according to the environment, that’s one of the reasons why many of our artists decided to partner with us. We generally work on two models where we are receiving thousands of musicvideos/audio per day from various artists around the country and our content team tries to listen and respond to them as soon as possible. If we like a song, we directly contact the artist and discuss plans to release through our network and another one where we are curating content with our existing artist where our inhouse content team is involved in creating and improving the overall production quality of our audio and visual content.
What struggles has your channel faced in the earlier days of its inception? What problems is your team going through now?
At the inception of the channel, we did not have industry background or support. In the Music industry there are lots of technical and backend things like Copyrights, Distribution, Marketing etc. So, we have all these things on our own in this time span. Although we have faced some copyright issues at the beginning as we were also too new to our copyright laws. As the great power comes with great responsibility, we now have more responsibility to cater the needs of more than 5 million listeners on our channel to improve our overall content quality daily.
How does your channel help in enriching the lives of its viewers?
There is a famous quote by George Eliot – “Life seems to go on without effort when I am filled with music.” and we could not agree more. We feel a good song, a good melody can transform your day or your night. If you are going to work in the morning, and you listen to an active song, it completely transforms your energy or after a hectic work, a sweet melody can make up your whole day. That is the reason we focus a lot on the release of our videos.
Please mention yours and your channel’s most notable achievements, accolades, and awards.
We think we achieved large goals in a very short span of time. In just five months, we reached 1 Million subscribers on our YOUTUBE channel. We were also featured in top 5 music creators by YouTube India. A lot of our creations has gone viral for example “TereJaisaYaarKahan by Rahul Jain”, “Emptiness and Raat Kali by Digvijay Singh Pariyar”, “Mere saamnewalikhidki by Karan Nawani” and many more.
Covid-19 has affected us all, some more so than others. What effect have the pandemic and the consecutive lockdowns had on your company/channel, and the YouTube community in general?
Covid-19 has affected all the organisations across the globe and yes it has affected us in a way that during the lockdown situation, we were not able to shoot our new music videos and meet/record songs at our studios. It became difficult for us to create new content. But we used that extra time as the opportunity to launch our long pending PehchanTalent- India’s biggest digital singing talent hunt. For the first season only, we received a lot of registration and got to know the best talent across the country.
How do you envision the future of your channel going forward?
Our dreams are big. We want to expand from YouTube and our teams are working endlessly to explore different sectors. We are working harder to make this as an Artist’s Music Label and as a platform so that one artist does not need to hassle in the market in respect to releasing their content. We have launched Pehchan Live and have yet to perform many live shows across the country. In 2018 and 2019, we sponsored the Annual Cultural Festival, Felicity, IIIT Hyderabad.
We are working in Music Production and now we are providing economic services for various artists to help them record their audio and shoot their music video at Pehchan Studio. And at last, we want to work with every talented musician across the globe and promote independent music.
