When Shraddha Kapoor did a reel of my song, I freaked out: Nadaaniyan singer Akshath Acharya

Nadaaniyan has become the new favourite song on social media and people are using the song to celebrate the little things in life. Singer Akshath Acharya is overjoyed with the response and says, “It’s just going uphill. The song is trending all over the charts and is much more successful than we thought it would be.”

Bollywood actors like Kriti Kharbanda, Ishaan Khatter and Prajakta Koli, among others, have used Acharya’s song on Instagram and he admits it was surreal to see its success. “The biggest moment by far was when Shraddha Kapoor used it. She used it once and I went crazy and then when I commented on it, she replied to me saying she liked the song. She then used the song for a second post and then started a spiel with her fans, replying in the context of the song. It came completely out of the blue but was so exciting,” he says.

Nadaaniyan has crossed two million reels on Instagram and the singer admits it makes a huge difference. “Even though we like to tell ourselves that numbers don’t matter and we’re just doing it for the love of art, numbers also play a huge role in figuring out what people think about a song,” he says, but adds that the current success of social media scares him. “With Reels and Tik Toks, on the one hand, you get a platform to reach so many people, but on the other hand, we live in a trend culture. A song stays in people’s minds for about a month and then it’s gone just as quickly. The challenge is, even if you make a song that gets great numbers, knowing how to sustain that beyond a point where people come for you and not for the song they like at the moment. That part will always be scary,” he says.

However, Acharya is enjoying the love he is receiving not only for the song but also for his looks. “I didn’t really expect it, but I don’t deny that it’s kind of fun to experience,” he stresses, adding that as a young artist, while he knows that artificial intelligence can replace artists, he is not afraid of it. “Ten years ago, no one would have thought that AI would be this advanced today. But music is such a personal thing. You connect with it because you can hear a human on the other side. No matter how much technology evolves, you can never put your heart and soul into it,” he concludes.