1. Tell us about your background and journey.
I was born and brought up in Mumbai. We moved to Mumbai for my dad’s job and have been here since 1999. I did my schooling at various schools here. My father fell sick in 2015. As there was no one to take care of me, I had to stay with my grandma in Assam to complete 12th grade. In 2017, my father’s health improved and I came back to Mumbai to pursue my undergraduate degree in Bachelor of Mass Media. I had plans of getting a job after graduating but that is when Covid 19 happened.
During the lockdown, I was done with college and had a lot of free time on my hands. No company was hiring at that moment because everything was uncertain. That is when I decided to start making YouTube videos.
2. When did you first decide that you wanted to create content and how did you start?
Back in 2012 when I was 13 years old, I discovered that one can upload videos on YouTube. Internet was a luxury and not everyone could afford it. So most of the YouTube users were from the west with very few Indians in sight. I started with making makeup tutorials as I loved watching such videos. A stationary store in front of our house used to sell cheap makeup. I would collect money I got from relatives to buy these items. My mom gave me an old spare phone that I used to film. This went on and off for almost a decade. I would get obsessed with a YouTuber and get motivated to create content like them.
3. Is vlogging and YouTube content creation a financially sustainable career?
It is possible if that is your goal. But you will have to change your mindset while creating content. The focus shifts from what makes YOU happy to what makes THE AUDIENCE happy. I choose to do the former. I make content that brings me joy and the money is just a bonus. People tend to undermine the stress that comes with relying on YouTube as a main source of income. But the fact that anyone can make tons of money by just posting videos on the internet is a blessing.
4. Who is your favourite creator and why?
Although my favourite creator keeps changing every month, the creator I am obsessed with currently is Paolo from Tokyo. He makes documentary-style videos on Japan’s rich culture and its people. It’s fascinating how he and his wife together can create such high-production quality videos. They make me want to travel to Japan. I wonder if anyone makes such kinds of videos representing India. I would love to watch that happen.
5. How and where do you find inspiration to churn out content?
I take inspiration from my life. I had developed a habit of only creating content like the YouTubers I liked watching. Although that gave me the motivation to upload consistently for two years, I realized that it was time to find my style. I was watching Seinfield one day and realized how every episode was based on Seinfield’s everyday experiences. Taking inspiration from that, I just pick a topic that crossed my mind that day and share my thoughts on it while showcasing my minutiae daily life on video.
6. What does your typical day look like?
I make sure to read and exercise every day in the morning. Currently, I am preparing to go abroad for MSc in Marketing. So a lot of time is spent reading marketing-related books to prep for classes. Along with that, YouTube and Instagram have been my constant companion. I make sure to work on my upcoming video for an hour a day. It’s easy to get consumed by the numbers, so I try to keep my social media work as minimal as possible without letting it drift away.
- Riya Gogoi (Instagram)
- Interviewed by Varnika Sharma
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