most of us are online all the time and so are todays artistes we see a lot of content being generated online and every other day a new online star is discovered and this is very much true in the case of musicians for many of us singers like the usbased vidya vox and ukbased inno genga are far more familiar than others simply because of its reach and easy access online music videos are a rage among todays youngsters and the younger generation of musicians readily agree to this fact on world music day today we get chatting with a few genx musicians on this trend how they maintain their creativity in the times of internet and more take the case of sudharshan ashok who shot to fame with his mashups and a capella versions of kollywood numbers he says i started coming up with covers when i was a firstyear college student i would put it up on soundcloud but i felt that it was a very niche platform so three years ago i moved to youtube at a time when videos there started getting a lot of traction especially in tamil nadu that was a time one could see many videos getting over a million views one of the first covers that i did was snehithane with anirudhs kannazhaga and that worked like magic now it has close to three million views and my channel has close to 30000 subscribers that was the biggest break for me after that i uploaded more cover versions my take on the whole thing is why not make use of technology and these online platforms to get that initial reach sudharshan has also found the key to staying above the rest online whats important is to come up with new content that makes you stand out from the rest i did the mashup of snehithane and kannazhaga with an edm arrangement it worked then but it may not work anymore so i moved from that to a new concept thats when i came up with solo a capellas singing harmony without instrumental backing of kollywood songs that happened a year ago and the first video i did was vaan from kaatru veliyidai that really gave me an edge over others i want to take up some old classics and give them a jazzy vibe with modern influences shares sudharshan whos has already sung for composers like hiphop tamizha and siddharth vipin agreeing with sudharshan is vishnupriya ravi a playback singer whos quite popular online honestly its a lot of effort you need to come up with new content every now and then to keep your online page active and entertain your followers at the same time youve to be extremely creative and innovative with whatever you put up online also you have to be involved in everything from recording and shooting to editing and when you have to do it on a regular basis its quite a big challenge the