Believe reports Sanju Rathod's rise to Marathi music stardom
Music company Believe reports that artist Sanju Rathod has become a prominent figure in Marathi music through a strategic promotional campaign. Several of his tracks have achieved hundreds of millions of streams.
Music technology company Believe has reported on the rise of Indian singer-songwriter Sanju Rathod within the Marathi music scene. According to Believe, Rathod's career significantly advanced after he joined Believe India in 2021, with the release of his track "Nauvari" in May 2023.
Believe states that "Nauvari" initiated an over-two-year promotional campaign that accompanied the release of several singles. The company highlights "Gulabi Sadi" (2024) and "Shaky" as major successes. Believe claims "Nauvari" surpassed 100 million YouTube views within 10 months, and "Shaky" became the fastest Marathi song to reach 100 million streams.
Vishnu Iyer, A&R Leader at Believe India Artist Services, outlined the campaign's objective to elevate Rathod from an emerging artist to an established act. The strategy included editorial placements on streaming platforms, influencer collaborations, and over 400 user-generated videos on the artist's YouTube channel.
The company reports that Rathod's Instagram following grew by 200% and his YouTube channel exceeded two million subscribers within 18 months, leading to a quadrupling of his revenue. Believe also notes over 6 million YouTube subscribers and more than 5 million monthly listeners on Spotify.