For artists navigating the entertainment industry today, complete detachment from social media is almost impossible. Virality dictates visibility, algorithms shape reach and numbers increasingly influence creative choices. Yet for Paresh Pahuja, the challenge lies in preventing that ecosystem from slowly taking over the creative process itself.
Direct Connection with Audiences
During a conversation with us on his recent Pune visit, the actor-musician admitted that platforms like Instagram and YouTube played a massive role in helping his music reach audiences directly. “Everything I’ve got in the last one year has happened because of those platforms,” he says. “They’ve given me direct communication with my audience.”
The Danger of Algorithm-Driven Creation
At the same time, Pahuja believes there is a dangerous line artists often cross when they begin creating specifically for algorithmic success. “If you start creating based on an algorithm, then there’s a problem,” he explains. “The creation process should be completely separate from the putting-out process.”
The statement feels especially significant coming from someone whose songs found organic popularity online years after release rather than through aggressive marketing cycles. For Pahuja, numbers matter — but only as indicators of connection, not creative direction. “It’s a balance you have to seek,” he says simply.
About the Author
Toshiro Agarwal is a journalist with Pune Times and writes entertainment and lifestyle features, news and interviews.
