How Nepali musicians are redefining stardom in the digital age

With TikTok trends, YouTube streams, and Instagram reels reshaping how music is made and consumed, a new generation of Nepali singers reflects on the promises and pressures of digital stardom.

In today’s age, social media plays a central role in our content consumption. With their short-form reels and videos, platforms such as TikTok and Instagram have shortened attention spans, captivating audiences in mere seconds. This digital shift has also opened doors for creativity, allowing anyone with an account to showcase their talents to a broad audience. During the lockdown, for instance, many posted videos of cooking, art, and music, gaining recognition directly from their online presence. This has been particularly evident in Nepali music: while established singers with a legacy continue to enjoy a dedicated following, a new generation of artists rising from YouTube and other social media platforms has amassed millions of fans and even engaged in international collaborations.