Popular music producer and viral content creator Mayur Jumani revealed how his professional background as a user experience (UX) designer became the secret weapon for his social media success during a recent interview on the podcast The Creator Room.
Jumani, who is a graduate of the prestigious Berklee College of Music, explained that the principles of designing intuitive digital interfaces are directly applicable to capturing and holding audience attention in short-form video.
By treating a viewer’s journey through a video like a user’s journey through an app, Jumani has been able to generate millions of views across platforms like YouTube and Instagram.
The musician emphasized that clarity is the most critical element of any content piece, noting that creators should never confuse their audience with too many simultaneous actions.
He applies a specific hierarchy of focus in his videos, ensuring that visual aesthetics—or the User Interface (UI)—direct the eye to the most important element, whether it is an instrument, a facial expression, or a specific graphic.
This structured approach allows him to build anticipation and deliver a payoff, a concept he likens to both a musical drop and a successful user interaction in a mobile application.
While Jumani gained initial fame through meme mashups, he warned that this specific niche is becoming increasingly saturated and may no longer be a viable path for new creators.
He noted that the novelty of seeing music production behind the scenes has faded as more people become familiar with home studio setups.
To combat this, Jumani is shifting his focus toward live performances and original music, stating that the future of the creator economy lies in “offline” connections and unique, high-quality intellectual property (IP).
Jumani also shared his perspective on the role of content in a professional journey, arguing that content creation should be viewed as a distribution channel rather than a standalone career.
He advised aspiring artists to first develop a core skill or identity, such as being an architect, pilot, or musician, and then use social media to amplify that expertise.
This philosophy led him to secure high-profile opportunities, including creating the anthem for the National Security Guard (NSG) and collaborating on promotional content for the television show Shark Tank India.
In a move to stay ahead of industry shifts, Jumani revealed he has taken an equity stake in an Indian music artificial intelligence (AI) startup called Sounds AI. Rather than charging a standard fee for brand collaborations, he opted for a partnership to bet on the future of AI-assisted production.
He believes AI will eventually function as a sophisticated tool that allows musicians to translate complex melodies from their heads into high-fidelity sound, significantly reducing the time required for technical production without replacing the artist’s creative vision.
Prior to his viral success, Jumani spent years working as a UX designer and struggling to break into the music industry, a period he credits with humbling him and refining his work ethic.
Despite his international education at Berklee, he found that having a built-in audience was more effective at opening doors in Bollywood than a formal degree.
Today, Jumani manages multiple content IPs, including “Sounds of India,” where he travels to record unique cultural audio, and continues to expand his presence in the live music circuit.
