Ideabaaz Podcast is back with its fifth episode, hosted by Pooja Nerurkar, featuring a fascinating conversation that bridges two seemingly worlds apart: medicine and music. This episode traces the journey of Sanjay Meriya, popularly known as The Spindoctor and Kashish Singh Deo, the duo behind Spin It Up, a music-tech platform designed to empower artists and streamline the often chaotic request culture in clubs.
From a doctor feeling “suffocated” by his profession to a DJ “minting money” through tips in New York, the founders share the raw realities of the entertainment industry, their funding win on Ideabaaz, and their mission to support the 99% of artists who aren’t in the top tier.
Watch episode five of the Ideabaaz Podcast here:
The episode opens by addressing the elephant in the room: Sanjay Meriya, a qualified doctor, swapped his stethoscope for a DJ console. Growing up in a strict Gujarati household in Jogeshwari East, he followed the path his parents chose for stability—medicine—despite his own passions pulling him elsewhere.
“My mom wanted me to become a doctor… eventually, music found me,” Sanjay shares. He practiced as a doctor for two years and even taught side-by-side, but he admits he was unhappy.
“I was suffocating inside,” Sanjay reveals to Pooja. “I was doing medicine, but I wasn’t getting that happiness… DJing gave me a different adrenaline rush. I wanted that rush all my life”.
Despite the initial fear that his parents wouldn’t understand—”No Indian parents will support this”—Sanjay took the leap. He notes that acceptance came when the hobby turned into a profession that paid the bills, eventually allowing him to buy a BMW, a far cry from his childhood dream of just owning a bicycle.
The concept for Spin It Up was solidified during a trip to the US. Sanjay recounts playing a gig at a venue called 235th in New York, where he was hosting a big Bollywood party. The crowd kept approaching him with requests and money, interrupting his flow.
“I was tired of interacting with people because I couldn’t mix,” Sanjay explains. He asked Kashish to handle the crowd. By the end of the night, they had collected “$1,000 to $1,500” just in tips.
This sparked a realization about the difference in tipping cultures. While tipping is appreciated and normal in the US, it is often looked down upon in India. Sanjay saw an opportunity to change this mindset and help artists who are struggling.
“I see about 90% of the DJs who are not in the top 1% category… those people are hustling,” Sanjay states, emphasizing that for many, DJing is a “least rewarding industry” where it is difficult to run a household on gig fees alone.
Spin It Up solves the problem of interruptions and lost revenue. By using a QR code, patrons can request songs and pay a fee digitally. This ensures the DJ isn’t annoyed by people shouting requests, and the audience gets a streamlined experience.
Kashish Singh Deo, who comes from a strong marketing background and handles the branding, notes that the app is performing exceptionally well in smaller venues and Tier 2 cities like Nagpur, Indore, and Thane. She explains, “It’s not just for big clubs… In smaller venues, people are using it to flex,” adding that users often turn it into a game among friends to see whose request gets accepted.
The founders also opened up about their experience pitching on the Ideabaaz show. While Sanjay was confident—treating the pitch like he was in “party mode”—his co-founder Sudeep Bansal (who handles the numbers) was the opposite.
“Sudeep panicked… he is a proper panic guy,” Sanjay laughs, recalling how the investors (the “Titans”) grilled Sudeep on the business model while Sanjay handled the vision.
Sanjay’s confidence paid off. When the investors seemed unsure, he delivered a line that turned the tide: “This app is not to make money… This is to empower the artist”.
The team secured 50 Lakhs in funding: 30 Lakhs from Archana, 10 Lakhs from J.B. Mistry, and 10 Lakhs from Anupam Bansal. The funds are now being allocated to branding and onboarding agents to expand into more venues.
As the episode concludes, Sanjay offers two key pieces of advice for aspiring entrepreneurs: “Hunger and Humility”.
“Be hungry enough to do anything for your goal,” Sanjay advises. But equally important is humility. “When you get success, stay humble. Don’t show off to those below you. Learn from everyone,” he says. He candidly admits that he learns from Kashish even though she calls him a “boomer,” emphasizing the importance of accepting what you don’t know and learning it.
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