Tarini Shah Opens Up on Her Content Journey and the Idea Behind ‘Disrupt Department’

Popular fashion and lifestyle creator Tarini Shah began her journey back in 8th grade. What started as fun lip-sync videos on Musical.ly soon grew into something bigger. Later, in college, she moved to YouTube, where she began documenting her life. Inspired by online creators who shared their stories, she too wanted to share her own world. Read everything about Tarini Shah’s inspiring journey from an 8th-grade creator to a successful influencer and founder of Disrupt Department.

The Actual Shift for Tarini Shah

Things changed in July 2020, when TikTok was banned in India. Tarini shifted to Instagram Reels at the right time. Having already spent hours on TikTok, she was well-versed in short-video formats. One of her Reels went viral, crossing 20 million views and giving her her first 50,000 followers.

She had just finished her 12th board exams, and with time on her hands, she continued to create. Slowly, her following grew, brand deals started coming in, and she joined a management company. What began as a passion soon turned into a full-fledged business.

Staying Relevant in the Creator Space

Today, with almost everyone creating content, staying relevant is the biggest challenge. For Tarini, the secret is simple: consistency, paired with experimentation and evolution.

She believes that adapting to the audience while finding gaps that others miss is the way forward. Tarini looks up to creators like Bhuvan Bam, Ashish Chanchlani, Prajakta Koli, and Ranveer Allahbadia. According to her, they remain relevant because they consistently deliver something new and unexpected.

Even when following trends, Tarini says that a creator’s personal touch, their voice, style, and perspective are what make the audience come back. Being true to yourself is what builds the strongest connection.

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The Idea Behind ‘Disrupt Department’

Apart from her fashion and lifestyle content, Tarini recently launched a passion project called ‘Disrupt Department’. The idea was born out of her love for music and her experience in the creator industry.

She noticed that while creators are skilled at packaging stories, they often lack the depth and meaning that come with truly meaningful narratives. On the other hand, musicians have powerful stories about their songs, struggles, and process, but they don’t always share them online. This leaves a gap between artists and fans.

Disrupt Department aims to bridge this gap by telling musicians’ stories in a fun, engaging, and impactful way. The core message is clear: celebrating the disruptors.

Impact on Indian Music Culture

According to Tarini Shah, Disrupt Department will change how audiences connect with Indian music. It is not about clickbait or pushing an agenda. Instead, it puts the spotlight on artists, their personalities, their stories, and their human side.

In India, very few platforms ask the right questions or showcase the real faces behind the music. With the Disrupt Department, Tarini aims to create a space where artists can be recognised and understood. This not only deepens the bond between them and their fans but also shifts the way Indian music is experienced.

Starting Out in 8th Grade is No JOKE!

From starting on Musical.ly in school to building a brand and now shaping conversations in the music industry, Tarini Shah’s journey reflects the spirit of the new-age creator. For her, it has always been about following passion, experimenting, and staying true to her audience. With the Disrupt Department, she is now ready to give artists the stage they deserve.