Karthik Srinivasan
Indian consultant and music critic
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Karthik Srinivasan (/kɑːrθɪk sriːnɪvɑːsən/) is an Indian communications strategy consultant, music critic and blogger. He is the founder of the website ItwoFS, which tracks plagiarism in Indian film music, and Milliblog, where he reviews music albums.
- Communications strategy consultant
- Music critic
- Blogger
Karthik Srinivasan | |
|---|---|
| Citizenship | Indian |
| Occupations |
|
| Years active | 1999–present |
| Children | 2 |
| Website | beastoftraal itwofs milliblog |
Career
In 1999, Karthik began his career as a critic for The Music Magazine, a defunct online magazine in Bengaluru, Karnataka. Later the same year,[1][2] he founded ItwoFS (pronounced /aɪtuːɛfɛs/ eye-too-ef-es), a website that tracks plagiarism in Indian film music.[3] Karthik says the initialism IIFS, from which the website name derives, can stand either for "Inspirations in Indian Film Songs",[4] or "Inspired Indian Film Songs".[5] In 2005, he founded the music review website Milliblog, where he reviews music albums within 100 words.[6][7] The name of the blog was derived from Milliways, a restaurant featuring in the science fiction series The Hitchhiker's Guide to the Galaxy.[1] Despite beginning his career in music reviewing, Karthik revealed he has no formal training in the same.[8] Nonetheless, the popularity of Milliblog meant that he got to write for various publications such as Bangalore Mirror, The Hindu, The New Indian Express and Film Companion.[1]
In 2008, Karthik created his first "work-related blog", Beast of Traal, that is about Indian corporates and brands.[9] The name of this blog is an homage to a character from The Hitchhiker's Guide to the Galaxy.[1] In 2009, Karthik was appointed as the head of digital strategy at Edelman India.[10] In mid-June 2013, Milliblog crashed, although he was able to restore the website with the help of Yahoo.[11] In November 2013, Karthik became the national lead of Ogilvy & Mather in India. He previously served as AVP of Corporate Communications at Flipkart.[12][13] Karthik's LinkedIn profile was, between 2015 and 2017, the most viewed under "marketing and advertisement/communication".[14] Karthik left Ogilvy & Mather in March 2018,[15][16] and has been self-employed since.[17] In 2019, he authored a book on self-branding, titled Be Social: Building Brand You Online.[18]
Accolades
In 2015, Karthik won two awards: the Best Media Innovation- Social Media award at Emvie 2015, and Interactive- Creative Use of Data award (bronze) at the DMA Asia Echo Awards.[19]
Personal life
Karthik's native language is Tamil.[20] He speaks English, Hindi and Tamil fluently, has a general understanding of Kannada and Malayalam, and limited of Telugu.[21] Karthik studied in college in Salem, Tamil Nadu.[22] He has been residing in Bengaluru for several years, is married and has two children.[23][24] Karthik has stated that during his formative years he suffered from stammering, and medical treatments proved futile. Realising this was a mental issue rather than a physical one, he decided to pursue a career in corporate communication to overcome his issues.[25] In 2025, Karthik discovered he had two arterial blocks, necessitating angioplasty and the insertion of two stents.[17]