SANAM may have nearly 12 million subscribers on YouTube, but according to the band, that number means far less today than it once did. Long before short-form content and viral audio trends dominated the internet, SANAM emerged as one of India’s earliest digital music success stories. Their renditions and originals found massive audiences online, helping them build a loyal fanbase without depending entirely on traditional labels. But over a decade later, the band believes the rules of the game have changed completely.
Facing a New Reality
When asked how they would approach social media if they were starting today, drummer Keshav Dhanraj admitted that, in many ways, they already are. “We’re actually in that part right now,” he said. “We’re at a stage where we’re literally starting from scratch for something else that we truly believe in.” Despite SANAM’s enormous digital following, Keshav pointed out that algorithms no longer guarantee connection with one’s own audience. “The algorithm has changed so much that reaching your own audience isn’t guaranteed anymore,” he explained.
Rediscovering Meaningful Connection
For the band, the challenge today is not simply about visibility, but about rediscovering how to present music meaningfully in an oversaturated ecosystem. “We’re figuring out how to present our music, release it, and connect with listeners again,” Keshav said. “It’s exciting and challenging at the same time.” The conversation reflects a reality many artists are currently facing. The internet has democratised access to music, but it has also created a constant race for attention. Platforms evolve rapidly, audience habits shift overnight, and even established artists are forced to reinvent themselves repeatedly.
Embracing Change with Curiosity
Yet SANAM appears to be approaching this uncertainty with curiosity rather than panic. Rather than chasing every trend, the band seems more interested in rebuilding from a place of intention and rediscovery. Their comments also reveal an awareness that digital fame is temporary unless supported by emotional connection. For a band that once helped define India’s YouTube music culture, starting “from scratch” again may sound surprising. But perhaps that willingness to evolve is precisely what has kept SANAM relevant for so long.
About the Author: Toshiro Agarwal is a journalist with Pune Times and writes entertainment and lifestyle features, news and interviews.
