With the second phase of the pandemic around the corner, the corona positive cases has been experiencing a tremendous increase followed the by the various governments imposing complete lockdown on their respective states. Ayush Kumar, an artist and music producer from Jammu and Kashmir is quite hopeful about the opportunities that has opened up for the entertainment industry amidst the strict lockdown measures that had drastically affected the music field in the first phase of Covid-19 pandemic. "Most of the artists are interacting directly with audience from their own homes, using various social media platforms like Instagram and Facebook. This has helped in accomodating a larger number of people in their live performances and has strengthened the accountability of the artists with their fans", says Ayush.
The various online platforms has opened up new ways to compensate for the revenue loss, the industry has faced during the first wave of Covid-19. With the stringent measures of the lockdown and the cancellation of many live concerts, people started turning towards the online music sessions. Ayush Kumar started his live jamming on Instagram with fewer followers and audience, as a first step of the resolution to be productive in this crisis. As every live progressed, he gained a larger fan following with his occasional acoustic sessions and more innovative experiments with music to keep his followers engaged.
He says, "The people seem to find refuge in music as the horrors of the pandemic started affecting India more powerfully. On my every live, I make sure that I try to put more creative content out for my followers." Ayush Kumar rose to fame with the song "Bharatiya sena" in 2020, which was a tribute to the Indian army, on his own label "TRINETRA Entertainment Inc."His songs such as "Yaar/Gaddar", "Dikdok" and "Soorya ast" became an instant hit among the youth. His latest release is "King" which was composed and written during the lockdown days.
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