Aparshakti Khurana: It’s the apt tool to gain attention

As he preps to release a spate of singles, Aparshakti Khurana on the need to leverage social media without compromising on artistic integrity

It’s been a busy few months for Aparshakti Khurana, who has had releases in both the film and music industries. As Khurana’s Berlin—Atul Sabharwal’s directorial venture—continues to gain appreciation across film festivals, his musical ballad, Zaroor, with singer Savi Kahlon has introduced the actor-singer to a new audience. “I am excited to see the reception for my other singles following the reaction to Zaroor. Savi has composed [another track] for me. There is another song with [musician] Simran Choudhary that was created a while ago. We couldn’t release it at the time, but we [intend] to share it soon. Apart from that, two more compositions have been created,” says the actor, who has continued to juggle between the two industries for several years. 

In the independent music space, Khurana emphasises the need to leverage social media. “Today, it is the tool to get people’s attention. It has pros and cons, but it cannot be ignored.” In utilising the platform, however, he believes artistes lose sight of their sensibilities as musicians. “Even the purest, be it directors or artistes, are compromising on the art to make stuff that sells on social media. This is not desirable. However, [there’s another league of artistes] who understands the kind of content that is appropriate for the social atmosphere, and are in sync with changing trends. They can adapt to it, without letting their music take a hit. I count myself among these musicians,” he says. 

When discussing the future of independent music, Khurana refrains from making any hypotheses. “The way the times are changing, one cannot even predict the graph for the next year, let alone the future. I can only hope for the best.” Up next for him is the August release, Stree 2, featuring Rajkummar Rao, and Shraddha Kapoor. “I also recently wrapped up filming Badtameez Gill in Bareilly. Nowadays, we are filming in Mumbai, and will head to London for the last leg in the next few weeks,” he says of the film based on a dysfunctional Gill family.

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