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Content creator Apoorva Mukhija, popularly known as The Rebel Kid, is currently seen as a host on Jio Hotstar’s latest talk show, Spice It Up. The content creator rose to fame after the India’s Got Latent controversy. She was last seen in Amazon Prime’s show, The Traitors. Apoorva, who is often in the news for all the wrong reasons, recently opened up about the challenges she faces as a social media influencer. In an exclusive conversation with SCREEN, she announced her plans to retire from content creation and explained how people often misunderstand her. Apoorva also objected to the commercialisation of the content creation space.
Talking about why she never puts her vulnerable side on social media, the Rebel Kid explained, “I have spent so many years without putting my vulnerable side on social media. I don’t think the internet is a place where you should be sharing your feelings, emotions, or deepest darkest secrets. My job is to entertain, and I do that; if I don’t, then I make you hate me, which turns into your entertainment, so I am doing my role. I don’t use social media as a diary or journal, but as a way of entertaining people.”
Expressing disappointment over how social media influencing has become commercial, Apoorva says, “We all started this job as a fun thing to do, and now people use terms like industry. It’s just like talking to your camera, so how did we get here? You have to fight to stay relevant, be in trend, be seen everywhere, get papped, go to an event, and be friends with a network…who came up with all this? I don’t know who commercialized this industry so much. This is my challenge; I was never taking this so seriously, and now suddenly everybody is asking me to take it seriously and do things a certain way. I am just a girl who wants to talk to a camera; it’s not that deep.”
While Apoorva feels that content creation offers good money, it also has too many annoying aspects. Avoiding making any problematic claims, she shared, is one thing she dislikes about her job. “The happiest part of being a content creator is money, and the annoying part is that people hold things against you. Your friends see you grow up and make mistakes, then they forget those mistakes, but here, every time you do something new, you are reminded of a previous mistake.”
She also pointed out how she has gone low-key on social media of late. Apoorva shared, “Recently, I have started posting very less about my personal life, and who I am hanging out with. Earlier, I used to post 20 stories, but I don’t do that anymore. Now, I directly text people. I don’t post with my friends or when I go partying, because I don’t want to listen to the fact that I am only partying all the time. I party always because I can, I have that privilege. I am still in my college mindset; I am just 24.”
Earlier this year, Apoorva Mukhija was seen on the reality show The Traitors, and while she was a strong contender in the game, she was evicted very close to the finish line. Talking about the show and also dealing with the controversies surrounding her, the Rebel Kid commented, “I have evolved a lot after The Traitors. When the show was released, I realized that I had to enjoy this. I just wanted to have fun being a reality TV star, which helped me see everything objectively – if there was a negative article about me that’s iconic, I love it and want more of it. People pay to get a news article about them. I don’t even have to move my finger, and there is a news article about me. It is all like a circus now, and it’s about me. Imagine a very reputable channel putting me in the headline because that gets them clicks, that’s power.”
As Apoorva Mukhija wound up the conversation, she even mentioned how she planned to retire from making content. “I want to retire from content creation. I have been doing it for too long, so I want to do something else. I am working on something else. If it pans out great, if it doesn’t, then I am always doing content.”
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