‘Music should lead, not trends’: Ritviz on AI, shifts in music industry, staying authentic, and more

In this exclusive conversation with indianexpress.com, he spoke about his artistic journey, his unique approach to blending Hindustani classical with electronic music, his thoughts on the role of Artificial Intelligence (AI) in music, the influence of short-form content on artistry, and more. Edited excerpts below.

Q: How has your music evolved from Udd Gaye to your latest releases?

Ritviz: Before Udd Gaye, around 2013, my sound was much more complex—both in terms of production and composition. I focused on intricate arrangements and heavy layering, which continued until 2017. Writing Udd Gaye shifted my approach; I started prioritising vocals over instrumental complexity. Now, in 2025, it has come full circle. After eight years, I’m drawn back to a production-heavy style—more detailed and layered, like my early work. It’s exciting to reconnect with the sound that first inspired me to make music.

Q: What are the key sources of inspiration that drive your music?

Ritviz: My music has always mirrored my life. Earlier, when I had fewer personal experiences to draw from, I relied on imagination; it was more desire-based. Now, my songwriting is rooted in lived experiences rather than hypothetical scenarios. I no longer chase ideas—I focus on living fully and honestly, allowing music to follow naturally. That way, the songs feel as real as the life they come from.

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Q: Your music is known for blending Hindustani classical with electronic beats; how do you approach music production?

By bringing music and fashion together, it celebrates self-expression and authenticity, which aligns perfectly with my artistry and what my brand represents,” shares Ritviz, at the Blenders Pride Fashion Tour 2025. (Credit: @vizdumb/Instagram)

Ritviz: I don’t consciously plan the fusion. When I create, I go by feeling rather than a set formula. Only after a track is complete do I realise how different influences have shaped it. My sound is simply a culmination of everything I’ve listened to and absorbed over the years. So while I don’t have a definitive process, the blend just happens organically.

Q: With the rise of AI in music production, do you see it as a threat to originality or a tool for expanding artistic expression?

Ritviz: I see AI as a tool—useful for execution but not ideation. Creativity should lead, and AI should complement it, not replace it. I haven’t explored it deeply, but from what I do know, I can see it being helpful for certain aspects of production. However, when it comes to generating ideas, I believe that should always come from the artist.

Q: Has the rise of short-form content platforms like Reels and YouTube Shorts influenced the way artists approach music production today?

 

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Ritviz: I am sure short-form content has influenced how some artists structure their music. But I haven’t consciously adapted to it—I still create the way I always have. For me, music should come first, and platforms should adapt to it, not vice versa.

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Q: Looking ahead, is there an artist—Indian or international—you’d love to work with in the future?

Ritviz: The one person I always aspired to collaborate with—and did—was my mom. That was a huge moment for me, both personally and professionally. I don’t actively seek collaborations, but I deeply admire AR Rahman. Just being in a studio with him or watching him work would be incredible.