In the vast and ever-changing digital space, few creators manage to stand out and capture the hearts of a diverse audience. Aatman Desai, a renowned content creator, has achieved just that. Transitioning from a background in computer engineering and music programming, Aatman has carved a unique path in the world of digital content creation. His journey is an inspiring testament to the power of authenticity, innovation, and a deep understanding of audience preferences. In this exclusive interview, Aatman shares insights into his creative process, collaborations with notable brands, and the secret to building a devoted fan base that continues to grow with each passing day.
As Aatman continues to embark on new ventures and expand his horizons, one thing remains certain – his genuine connection with the audience and unwavering commitment to creativity will undoubtedly leave a lasting impact on the content creation landscape.
How did you manage to successfully transition from a background in computer engineering and music programming to becoming a renowned content creator in the digital space? What motivated you to make this shift?
I used to make a lot of fun videos and memes during my college days. After my bachelors, I decided to take a break, after which I started working in digital marketing. That’s when I realized content is the space I want to be in. So I got back to content creation more seriously, and there has been no looking after that.
Your content ranges from guitar covers to comedy and memes. How do you maintain authenticity and still resonate with your audience across such diverse content genres?
I love engaging with all types of audiences. I love it when they genuinely appreciate what I do; be it guitar covers or memes or comedy videos. That’s enough to drive me to come up with something new every time.
Collaborating with Swiggy and Netflix must have been incredible experiences. Can you share some insights into how you approach creative collaborations with brands, and how you ensure your content aligns with their values while staying true to your style?
I’ve had a great time collaborating with such amazing brands. I like to think of collaborations as regular videos of mine. Once I script the basic idea, I choose points where I can subtly integrate what the brand wants to deliver. That usually works well!
Your Gujarati heritage plays a significant role in your content, adding a unique perspective to your work. How do you strike a balance between celebrating your cultural background and ensuring your content appeals to a broader audience?
I love Gujarati culture. Content around that is easy for me, since I’ve grown up observing all of that. But in order to reach a broader audience, I make sure I establish more characters. Also, the Gujarati character doesn’t really speak Gujarati; it’s more like broken Hindi. That’s how I make sure even the “non-Gujjus” enjoy the Gujarati character.
As a content creator, innovation is key to staying relevant in the digital space. How do you continually push the boundaries of creativity to keep your content fresh and engaging for your audience?
It is difficult at times with all the competition and content. But I honestly feel I (like every other creator) have a few USPs, and those have helped me build a dedicated audience. So I try to focus on that. In simpler words – at this point, I know what my audience likes. So that’s what I’m focusing on.
Your fan base seems incredibly devoted, and brands repeatedly collaborate with you due to the impact you have on your audience. Can you shed some light on how you build such a strong and engaged following, and how it has contributed to the success of your brand partnerships?
I believe engaging with as many people as possible is the key for me. I like reading all the comments, replying to all the comments, reading DMs, everything! That’s what, I believe, gives a personal touch. I think that has worked well in terms of brand collaborations and my personal content strategy as well.
Your ability to connect with viewers through relatable experiences is evident in your content. How do you identify and understand your audience’s preferences, and how has this helped you refine your comedic timing and content creation process?
With time, you understand what your audience likes and dislikes. It’s a fairly long process, but with a few hits and misses here and there, you’re good to go! As far as my comic timing is concerned, I’d like to believe I am really funny outside social media as well, and that’s what reflects on my content!
You have become an inspiration for aspiring content creators. What advice would you give to those looking to start their journey in the digital space and build a genuine connection with their audience?
I say this over and over again, but consistency is the key. For some, it takes ages, and for some, not even months to make it big. So you need patience and consistency, and obviously quality content.
Your upcoming venture with MTV sounds exciting! Can you give us a sneak peek into what you have in store for your fans and viewers?
It’s going to be really exciting, that’s all I can say as of now. For more details… ruko jara sabar karo.
Being considered for Social Samosa’s “30 under 30” list is a significant achievement. How do you envision your impact on the content creation landscape, and what are your future goals as a musician and entertainer in the digital realm?
It’s a great achievement. As far as content creation is concerned, I want to keep bringing new angles to the landscape, I want to keep exploring and entertaining simultaneously. Looking towards the future, as a musician and entertainer, I would love to touch as many lives as possible. Personally, I would want to keep growing, keep reaching new audiences, build more
and more categories of content, and entertain as many as possible.