TikTok’s Avneesha Is Setting Her Sights on Australia’s Punjabi Music Scene

Should you’ve spent any time on TikTok, you’ve in all probability come throughout considered one of Avneesha’s movies. Her mixture of heartfelt acoustic performances, musicals, and comedy skits has made her considered one of Australia’s hottest creators. With greater than 1.6 million TikTok followers, it’s not arduous to see why her movies resonate with so many.

When Avneesha hops right into a video name to speak with me concerning the spectacular profession she’s constructed by TikTok over the previous two and a half years, the very first thing that strikes me is that she’s extremely heat. Over the subsequent half hour, we chuckle nonstop as she tells me about her latest internet hosting gig on the TikTok ‘For You Fest’ alongside comedy duo, The Inspired Unemployed, and Nazeem Hussain, in addition to her music profession. And, in fact, it wouldn’t be an interview with a TikTok creator with out asking for a number of suggestions for tips on how to make it massive on the leisure platform.

Avneesha is a real artist. Having lower her enamel in performing, she’s since embraced the TikTok creator life and encapsulates every little thing that comes together with it. Once I ask her whether or not she sees herself as a musician or a comic, or one thing in between, she admits that she loves that she doesn’t have to decide on. 

I positively see myself as an artist first, however that can be a broad umbrella now,” Avneesha tells POPSUGAR Australia. She explains that whereas she as soon as noticed herself as an actress first-and-foremost, becoming a member of TikTok has helped her to grasp she doesn’t should be only one factor. “I really feel grateful that I don’t have to decide on. . . Like, if somebody who listens to my music then went on-line and noticed me operating round in a moustache, I imply, look, I’d have questions too. However we’re all a little bit bizarre, you realize.”

@avneesha_official

Who else’s mum packs probably the most when going on holidays? #avnfam #musical 😅

♬ original sound – avneesha

I ask whether or not she was nervous to publish these completely different sides of her character on-line, and he or she admits that, like all good companions, her husband was supportive whereas additionally maintaining her humble.

“My husband pushed me loads to place out movies that I actually needed to and he was like, ‘you’re so bizarre — simply put it on the market’,” she says. “However I used to be so nervous. I used to be my very own greatest critic, and I don’t suppose that ever goes away, nevertheless it positively will get simpler as soon as you retain placing up movies, and so long as I prefer it, I’m joyful to place it out. No matter individuals say, no matter occurs, so long as I’m actually happy with the video, [it’s okay].”

I push Avneesha on whether or not it will get roughly nerve-wracking to create movies for a rising viewers (she’s gained 200K followers prior to now two weeks alone) and step outdoors of the area of interest she’s created for herself. She explains that whereas she suspects she might really feel stress sooner or later because the group continues to develop, proper now, it feels extra like an enormous social gathering. 

After all, that’s not everybody’s expertise with social media. It was reported in 2019 that 54% of People between 13 and 38 years previous would change into an influencer if they might, and we will solely assume that determine has elevated since TikTok actually blew up in 2020. However is it attainable for everybody to develop to this degree on TikTok?

Whereas Avneesha explains that the previous adage of authenticity and consistency is vital to rising an viewers (for context, she posted a video each single day for 2 years), she additionally admits there’s extra to it than that — and sure, the method of discovering what works will be disheartening. 

“To be fully trustworthy, I do a variety of performing movies and other people are likely to gravitate in direction of these, which is tremendous cool. I’m so grateful individuals love that, however I additionally love making music and writing — however that’s going to take a while,” she says, including that simply because individuals gravitate to 1 particular factor, it doesn’t make the opposite content material she creates is unhealthy. She explains that she’s at all times making an attempt new approaches, to see what works. 

“I used to be posting sure sorts of movies with my music and it didn’t do too nicely, so I needed to strive some new methods. It’s an iterative course of, the place you retain making an attempt various things and ultimately you’ll discover one thing that individuals actually like. [That’s why] I began a collection the place I requested individuals to title my songs for me, and it was a extremely partaking method for individuals to [get involved], and the engagement fully shifted.”

@avneesha_official

Assist me choose a title and I’ll select my fav and rename the sound! 🥰 #avnfam

♬ ALICE – avneesha

Many creators of Avneesha’s calibre can level to 1 video that went viral and made them realise they might make a profession out of TikTok. “The primary video that went viral was me doing a variety of sketches as my dad and mom,” she laughs. “They’re not really my dad and mom — it was an exaggeration of my dad and mom, and I at all times really feel so unhealthy. Mum’s like, ‘that’s not me!’ however my dad loves it. He’ll be like, ‘why haven’t you posted me? It’s been like three days, the place’s my character gone?’, and I inform him to sit back.”

Avneesha explains that the video of her fake dad and mom going viral actually opened her eyes to what was attainable on the platform and the sorts of movies she may publish. “I used to be shocked,” she says. “I began testing the waters and doing various kinds of sketches that weren’t me as my dad and mom, and I launched completely different characters. Some did very well, some didn’t, however there was positively an viewers constructing from that sort of video.”

Over the previous yr alone, we’ve seen TikTok creators change into bonafide stars. Within the US, Addison Rae starred within the Netflix revival, He’s All That, whereas Olivia Rodrigo acquired six Grammy nominations simply final week. Nearer to house, Millie Ford introduced that she’s landed a task within the second season of Stan’s hit Aussie collection, Bump, on the identical day she was named the primary Australian Creator of the Yr on the TikTok ‘For You Fest’ in Sydney. The sky’s the restrict for TikTok creators, who’ve hopped into the sport at a time the place many Instagram creators are nonetheless elbowing their method in direction of legitimacy within the eyes of the leisure business.

For Avneesha, it presents an thrilling alternative for her music profession. To this point, she’s centered on the choice RnB style (you may listen to her music on Spotify, and also you completely ought to) however considerably nervously tells me that she’s been quietly working on producing her personal Punjabi music behind the scenes for a while. 

“What I haven’t informed anybody, is that I’ve needed to begin doing Punjabi music — that’s my background — so I’m working to get my first monitor out,” Avneesha says. “And it makes my mum so joyful, which is de facto cool. There’s an enormous scene in Australia, within the UK, and the USA, so I’m actually excited to begin placing that music out. It’s been an enormous studying course of, however a lot enjoyable. I’m so joyful that I lastly determined to do it.”

You’ll be able to catch all of Avneesha’s movies by downloading the TikTok app and you can too hearken to her music on Spotify