Face To Face With Indian Marathi singer Sanju Rathod

Before going further, it might be interesting to take a short quiz. What is India 3rd most spoken language, the official language of the state of Maharashtra, and that has some of the oldest literature of all modern Indian languages? You got it right, it’s Marathi!

Formed centuries ago and currently spoken by over 100 million people (80 million of whom are native speakers), Marathi has long since forged its own culture and music. There are, of course, many Marathi musicians and singers. And among them, Sanju Rathod is increasingly attracting attention, as much for his engaging personality as for his talent and the way he brings something new to the Marathi music table.

The young singer and songwriter caught up with Vishnu Iyer, A&R Manager at Believe India, at Believe's Mumbai headquarters to talk about his creative process, and how working with Believe has helped him take his career to the next level.

Vishnu Iyer: Hi Sanju, welcome to Face to Face. As this is not only for the Indian audience but for a global one, could you introduce yourself?

Sanju Rathod: Yes, sure! I am Sanju Rathod. I am a Marathi artist, and I sing in Marathi

Vishnu Iyer: Actually, now people here know you because you have released the song ‘Gulabi Saadi’, and it has become popular. Since when have you been making music? What was your initial idea for music? Can you tell us about that journey?

Sanju Rathod: Actually, I don't have any heritage with music. I don't have any relation with music in my family. I took admission for engineering.

I met a girl on Facebook. I fell in love with her. She used to like Honey Singh a lot. But then unfortunately, we broke up. And I started listening to Honey Singh. And like people do breakup parties, I started writing songs.

I became gradually famous. My attention for love stayed aside. And I started focusing on my audience. I wanted to go further.

Vishnu Iyer: After that when did you start to feel like making music in Marathi? You started with Hindi which is a completely different language. How did you transition from there to Marathi? Why did you think that you could make music in Marathi?

Sanju Rathod: I think I did Hindi for two years. One and half to two years. But then I met my bro G-SPARK. I didn't know back then that he produces such good music. He did a remix of a Marathi song. He sent me the link and I listened to it. It was amazing.

We started exchanging messages. He said, “Let's do it” and I quickly replied “I really liked your work. Let's start this”. I was very excited, as soon as we started talking, I composed a song and sent it to him. On that same day, he made the music and sent it back, the song was ready! In one day.

Vishnu Iyer: In one day? Are you talking about your song ‘Dimple’ here?

Sanju Rathod: No, it’s a song called ‘Nauri Deste Chaan’.

Vishnu Iyer: Oh ok.

Sanju Rathod: The next day, I sent him another song. I told him to do this song called ‘Love you na yaar’, which was also immediately done.

Without even meeting, I think we did ‘Chamiya’, ‘Style Martay’, ‘Love you na yaar’, ‘Nauri Diste Chaan’, ‘Bappa Wala Gaana’, ‘Bappa Wala Gaana's Pt. 2’. We did all these songs only through phone calls. And all this on a small laptop, and basic earphones. After associating with G-SPARK, my energy doubled. Now we're continuously talking about what's going on globally. What can we do?

For ‘Gulabi Sadii’, I had a different rhythm in my head. I wanted to do something different. I sent him the song, he said “Okay” and sent it back to me. He's so stubborn. He's very strong willed. So, I sent it again to him, but I had a different rhythm in mind. He said again” Okay, I'll send it” and he sent it again, with the rhythm that the song currently has.

I was expecting something that I had suggested. I heard and said “It's too slow, I don't want this rhythm. Change it for me”. Again, he said “Okay, I’ll change it”. And he will never argue. He doesn’t speak much. He took a couple hours, and I asked him if he changed it. He replied “yes, I did, I’ll send it”. He has changed lesser than 1%. A very small change. And he said “I have changed it”. But by that time, I was getting fond of the melody. So you see, it’s not just my effort.

Vishnu Iyer: When you started making music, what was your original vision? And what is your overall vision today?

Sanju Rathod: When I started making music, I had a strong vision. I wanted to do something of the highest level. But at that time, I didn't have the right resources. Like a music producer. I have composed my own music. I have a particular vision for my music. But to do this, you need to sync with the producer on the type of music to be produced.

Also, as a new artist, I was subject to a lot of fraudulent activities. My songs used to run on YouTube but I was unaware of any scope on audio platforms.

Then I got a mail from Believe Artist Services. I thought “why me?”. I used to listen to MC Stan's music. I knew he was part of Believe Artist Services. But I was hesitant as I thought I wasn’t so famous. I just had the ‘Dimple’ song, and two or three songs with one or two million views.

But it was legit. I spoke to Believe. That's when I realized how important it is to be in control of my music. You helped me a lot in understanding audio platforms and helped a lot with promotion too.

Vishnu Iyer: The songs you make have a Marathi soul. Their core feeling is Marathi. But by adding western elements, you seem to have pushed it into popularity.

Sanju Rathod: We always have the soul of Marathi cultural music. But beyond that, there is an evolving trend that everyone likes. So, the vision is that we take 70-80% of Marathi cultural content and 20-30% from global trends. We add that and make a fusion. And that is something everyone loves to listen to.

Music doesn't need a language. We listen to Punjabi songs, South Indian songs, foreign songs. I don't understand English much. I don’t understand Rema’s ‘Calm Down’. But I still groove to the tune because its beyond language. There's a wonderful vibe in music.

And by embracing global sounds, we don't leave our culture behind. On the other hand, we elevate our culture and language by the means of music.

Look at ‘Gulabi Saadi’, it's a Marathi song but if you go to the comments section on YouTube, you’ll find comments from all India regions. From South, Haryana, Punjabi, and mostly Himachal. There's a recurring comment saying ‘Understanding, 0%. Vibe, 100%.’

Vishnu Iyer: How do you think about social media strategies? We talk about it, but how do envision it? Because you're always so active. Appreciating what fans are doing. Even if they post your photo, you always comment on it.

Sanju Rathod: I won’t call them fans; they are my well-wishing friends and I believe I am here only because of their support. I love being connected with them.

I don't care about their follower’s count. Even if they have 10 followers, I will thank them in comments. I like it. Whenever I see someone make a Reel with my song, I feel happy. I’m grateful for their support. I quickly comment to show my appreciation. It brings me joy.

Vishnu Iyer: How do you approach promotion for social networks?

Sanju Rathod: When I make songs, I have a few lines in my mind which will work well for Reels. These days, Instagram Reels are a big part of promotion. I think about it while making it.

Then of course I discuss it with you and the team. I won’t reveal our strategies, but yes, we plan accordingly.

Vishnu Iyer: What is your song-making process?

Sanju Rathod: I don't have any particular rule. I get a vibe in my head. I wake up in the morning with a clear head. I can only think about nice compositions, I get creative inspiration, nice lines. These days, I put on my earphones, and ride away on my scooter.

I think I will ride for at least 15-20 km while composing in my head. That's my process. If I don't do that, I can't think of songs. I take out my scooter and go around alone for a couple hours. I compose a lot in my head. I think I make four or five songs in one day.

Vishnu Iyer: What are your future plans? How are you seeing yourself in next two, three, four years? What kind of music do you want to make? What are your visions?

Sanju Rathod: I have big visions but I want to keep working. I want to be known as a global artist. In the next three or four years, I want my shows in full stadiums.

Vishnu Iyer: Which Indian artist do you want to collaborate with?

Sanju Rathod: Definitely Diljit Dosanjh. In Hindi music, I have many thoughts, but I definitely want to do something commercial with Badshah. And in Marathi, everyone is good, but I do like Preet Bandre a lot. He brings in new sounds.

Vishnu Iyer: What is your advice to someone who is just starting out in music?

Sanju Rathod: My first advice is not to demotivate anyone in this field, but a lot of artists don't know what is possible and what is not. They need to take suggestions.

After we connected, I got a lot of ideas from you. You keep telling me what to do and what not to do, and I get an understanding of what works and what doesn’t.

They should be able to tell if their musical work is strong. If not, then wait for 2 months, reinvent yourself and compose again. I think everyone has their own unique sound. Each of us has its own flow. Focus on identifying that flow and bring it forth strongly. And spend time on perfecting it.

Vishnu Iyer: We have known each other for about 2 years now. According to you what has changed in your approach to music with Believe’s support and how has it influenced you?

Sanju Rathod: Ever since I partnered with Believe, it’s like I met my big brother. I felt very familiar. And the main thing is that for an artist like me who was struggling a lot, Believe has played a large role in freeing me from this.

Earlier, I would have to do all the promotions myself and I had to manage everything single-handedly. But I am stress-free now.

I make my music. I look a little bit into promotions. And then I leave the ideas to you. And you suggest the strategies we can do. I think the person who is struggling a lot has a support, like a drowning man getting a life float. So the heavy weight I was dragging around on my head, I felt it reduced a lot

I also attended Believe events. I have this story about Arjun Kanungo. I used to listen to his songs, such as ‘Nikki Nikki Shot’, Fursat’. He was standing next to me at a Believe event. I was thinking to myself “He won't talk to me like this”, I checked with you too, if it was Arjun and you confirmed. And Arjun turned, he looked at me and approached me himself. I was waiting for a chance to speak with him but he came looking for me first. He said, “Hey Bro, I have heard your Nauvari song”.

I was shocked. I thought “Wow he’s also heard it”. Then you told me that everyone listens to it. That’s why I don't think music has a language barrier nowadays, and I’m hopeful that I will gradually reach1 billion streams.

It feels good. It feels like my stress is reduced. I get a lot of help in promotion thanks to Believe. They say that a diamond needs to be identified and polished before it shines. And I think Believe does that. You look for it, when you find the diamond, you polish it and increase its value so it can shine with all its brilliance.

Check Sanju Rathod latest hit 'Gulabi Sadi' on your favorite platforms.

You can also follow Sanju Rathod on Instagram and YouTube