Tarini Shah on Her Content Creation Journey: "I Started Back In 8th Grade..." | Exclusive

Popular fashion and lifestyle content creator Tarini Shah speaks to Whosthat360 exclusively. In this conversation, she gets candid about her content creation journey and shares her take on staying relevant in the industry.

Excerpts...

How did your content creation journey begin?

It honestly just flowed for me. I started on Musical.ly in 8th grade, purely for fun, lip-syncing to songs I loved. Then, in college, I began making YouTube videos to document my life, inspired by creators online who shared their journeys. In July 2020, when TikTok was banned in India, I moved to Instagram right as Reels were introduced. Having spent so much time on TikTok, I understood the short-video format well, and one of my Reels hit over 20M views. That got me my first 50K followers. I had just finished my 12th boards and had nothing else to do, so I kept creating. Slowly, my following grew, I started getting brand deals, joined a management company, and what started as a passion became a business. Now, it all works like clockwork—and I wouldn't have it any other way.

Nowadays, everybody is creating content. What does it take to stay relevant?

Consistency is a no-brainer—but with it comes experimentation, evolution, and adapting to your audience while finding gaps they didn't even know existed. I look at creators like Bhuvan Bam, Ashish Chanchlani, Prajakta Kohli, and Ranveer Allahbadia—each one is exceptional at their craft, but they've stayed relevant by delivering something unexpected every time. Even with trends, your personal touch—your voice, your style, your perspective—is what makes people come back. Stay true to yourself, because that's what your audience connects with the most.

Photo Credit: Instagram

What inspired ‘Disrupt Department', and what's its core message?

This is a passion project. Being in the creator space and obsessed with music, I noticed a gap. Creators know how to package a story, but they don't always have deeply meaningful stories to tell. Musicians have incredible stories—about their songs, their process, their struggles—but often don't share them on social media, missing a huge connection opportunity with their fans. Disrupt Department bridges that gap. It's where we tell artists' stories in the most fun, engaging, and impactful way. The core message? We celebrate the disruptors.

How will ‘Disrupt Department' impact Indian music culture?

By bringing unfiltered, human stories from artists straight to the forefront. We're not chasing clickbait or pushing agendas—we're putting the spotlight on the people shaping culture. In India, few platforms truly ask the right questions or reveal the personality behind the music. Disrupt Department does exactly that. It's about building a space where artists can be seen and understood, deepening their bond with their audience, and shifting the way we experience Indian music.

She has also answered several other interesting questions. Stay tuned for part 2.