![]() She has found cyber fame by drawing on the Carnatic traditional music she learned as a child in Chennai, India, and the hip-hop and electronic grooves she listened to on a school bus when her family moved to the suburbs of Washington DC.Īt 27, Vox, whose real name is Vidya Iyer, is surprised by how quickly she found success: “It just grew,” she said. Rahman, and a new EP of original music, Vox has tapped into an international vein with nearly 300 million YouTube views and over 3.5 million subscribers on her Vidya Vox channel.Ī Twitter-age, multi-cultural diva, Vox is an instinctive marketer and a tell-tale face in a globalised music landscape of streaming and crossovers. With hybrids that mix the likes of Taylor Swift with Indian composer A.R. ![]() ![]() Vox is at once an ancient heart and a modern confection, slipping between love, abandon and defiance in videos that move in swift rhythms and lyrics that weave English, Malayalam and Tamil. “I thought if Coachella happened in Rajasthan or Burning Man happened in Rajasthan how would we all look?” “I love mixing Indian and Western,” said Vox, who for the video teamed up with Arjun, a Sri Lankan-born British singer with a large YouTube audience. The YouTube star was shooting a new video and had packed an array of talents and nationalities to spend two days kicking up dust in Joshua Tree and Palmdale. Vidya Vox, a mash-up singer of Western electronic dance music and Indian ragas, loaded her crew into cars and ventured into the desert with sun visors from a 99-cent store.
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