Singer-Songwriter Aditya Rikhari: Art Over Algorithm

MUMBAI – Aditya Rikhari, the singer-songwriter behind the viral hit ‘Sahiba,’ states that his music creation process remains independent of social media algorithms.

Rikhari said that while he values social media for distribution, he refuses to let it dictate his art.

He explained his philosophy on creating music: “Social media simply can’t be the deciding factor when writing a song.”

He also elaborated on the danger of chasing trends saying, “If my primary goal is to make a hit, my entire creative thought process shifts. There needs to be authenticity in the music. If you focus on the song’s social media performance first, you’re not thinking about the art; you’re thinking about what will go viral. I’ve never written a song with that specific goal, and many of my successful tracks proved that—they didn’t become big because I planned a viral moment for a specific date.”

Rikhari used ‘Sahiba’ as proof of his long-term belief, noting it “blew up after one and a half years.” He stressed the danger of trying to replicate past success with a set formula.

He concluded by acknowledging the platform’s role while attributing success to organic connection, “Social media is important, certainly, and those songs have circulated there. But it’s not due to my strategy; it’s because listeners connected with the music, created content around it, and shared it organically. The song finds its audience.” (IANS)