Singer Rina Charaniya aka Rii is not obsessed with ‘likes’ and ‘hits’ on social media

At a time when everyone is obsessed with likes and hits, singer Rina Charaniya, who has performed songs like “Phir mulaqaat”, “Judaa”, and “Aaja”, is looking for a connection with her audience. She asserted, “As a singer, I don’t want my songs to have 100 million views, I want people to listen to it and connect with it. For me, music should be evergreen, like 90s music, which you can hear anytime.”

She also emphasised that music has never been a business for her and she wants her music to leave an everlasting impression on the audience.  “These days people are making a lot of music, but there are very few songs which leave a lasting impression on the audience, and I want to make that kind of music, even if it is not forever, then at least 10 years or so. So I make fewer songs because I take up projects personally. And it’s never been a business for me, it’s my passion and I need to first connect with the music to take it up,” she said.

Rii, who works as an independent artist, thanked T-Series for releasing her first song with their label but revealed that her making money has never been her priority.  “I always had a YouTube channel, I wanted to keep it multi-purpose for posting my Vlogs, etc., and also release my songs, because when you start it’s difficult to get a label to release your song. However, I was lucky that T-Series released my first song. Then I thought instead of going places I should maybe have my label and release my songs under it, have people connect with it, and if while doing so I make some profits too then what’s wrong in that,” she said.

“That’s secondary for me, my first priority is to connect with my audience and make them love my songs. I am still ok with working with labels because they have a certain reach, so if a label wants me to work for them or do a song for them in a movie, I will never say no to it. I always believe that if you are putting your hard work into something, if you are creating something, then you protect it and take care of it, and that’s why I became an independent artist,” Rii signed off.