{{Short description|Indian consultant and music critic}} {{distinguish|Karthika Srinivas}} {{Use dmy dates|date=January 2026}} {{Use Indian English|date=January 2026}} {{Indian name|Karthik|Srinivasan}} {{Infobox person | citizenship = Indian | occupation = {{ubl|Communications strategy consultant|Music critic|Blogger}} | years_active = 1999–present | children = 2 | website = {{URL|beastoftraal.com}}<br />{{URL|itwofs.com}}<br />{{URL|milliblog.com}} }} '''Karthik Srinivasan''' ({{IPAc-en|k|ɑːr|θ|ɪ|k|_|s|r|iː|n|ɪ|v|ɑː|s|ən}}) 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.
== 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,<ref name="solving">{{Cite web |last=S |first=Karthik |date=25 December 2018 |title=Solving the 'What music should I listen to?' question since 2005 |url=https://beastoftraal.com/2018/12/25/solving-the-what-music-should-i-listen-to-question-since-2005/ |url-status=live |archive-url=https://web.archive.org/web/20250407090306/https://beastoftraal.com/2018/12/25/solving-the-what-music-should-i-listen-to-question-since-2005/ |archive-date=7 April 2025 |access-date=7 April 2025 |website=Beast of Traal |language=en}}</ref><ref>{{Cite web |last=S |first=Karthik |date=11 July 2022 |title=Advertising music streaming in India |url=https://beastoftraal.com/2022/07/11/advertising-music-streaming-in-india/ |url-status=live |archive-url=https://web.archive.org/web/20241204153118/https://beastoftraal.com/2022/07/11/advertising-music-streaming-in-india/ |archive-date=4 December 2024 |access-date=7 April 2025 |website=Beast of Traal |language=en}}</ref> he founded ''ItwoFS'' (pronounced {{IPAc-en|aɪ|t|uː|ɛ|f|ɛ|s}} {{respell|eye|too|ef|es}}), a website that tracks plagiarism in Indian film music.<ref>{{Cite web |last=Choudhury |first=Soumyadip |date=28 June 2007 |title=Isspecial Cutting Chai – May 2007 |url=https://www.cuttingthechai.com/2007/06/274/isspecial-cutting-chai-may-2007/ |url-status=live |archive-url=https://web.archive.org/web/20240214042810/https://www.cuttingthechai.com/2007/06/274/isspecial-cutting-chai-may-2007/ |archive-date=14 February 2024 |access-date=14 February 2024 |website=Cutting the Chai |language=en}}</ref> Karthik says the initialism IIFS, from which the website name derives, can stand either for "Inspirations in Indian Film Songs",<ref>{{Cite web |last=S |first=Karthik |title=About ItwoFS |url=https://www.itwofs.com/itwofs.html |url-status=live |archive-url=https://web.archive.org/web/20231021182904/http://www.itwofs.com/itwofs.html |archive-date=21 October 2023 |access-date=14 February 2024 |website=ItwoFS.com |language=en}}</ref> or "Inspired Indian Film Songs".<ref>{{Cite web |last=Karthik |date=25 June 2018 |title=Milliblog Monthlies – ItwoFS Retrospective |url=https://milliblog.com/2018/06/25/milliblog-monthlies-itwofs-retrospective/ |url-status=live |archive-url=https://web.archive.org/web/20241212201220/https://milliblog.com/2018/06/25/milliblog-monthlies-itwofs-retrospective/ |archive-date=12 December 2024 |access-date=7 April 2025 |website=Milliblog |language=en}}</ref> In 2005, he founded the music review website ''Milliblog'', where he reviews music albums within 100 words.<ref>{{Cite web |last=Karthik |date=21 July 2015 |title=Milliblog turns 10! |url=https://milliblog.com/2015/07/21/milliblog-turns-10/ |url-status=live |archive-url=https://web.archive.org/web/20251214230842/https://milliblog.com/2015/07/21/milliblog-turns-10/ |archive-date=14 December 2025 |access-date=18 October 2023 |website=Milliblog |language=en}}</ref><ref>{{Cite web |last=S |first=Karthik |date=1 August 2011 |title=The brands that I conceived and built |url=https://beastoftraal.com/2011/08/01/the-brands-that-i-conceived-and-built/ |url-status=live |archive-url=https://web.archive.org/web/20230411193710/http://beastoftraal.com//2011/08/01/the-brands-that-i-conceived-and-built/ |archive-date=11 April 2023 |access-date=26 February 2024 |website=Beast of Traal |language=en}}</ref> The name of the blog was derived from Milliways, a restaurant featuring in the science fiction series ''The Hitchhiker's Guide to the Galaxy''.<ref name="solving" /> Despite beginning his career in music reviewing, Karthik revealed he has no formal training in the same.<ref>{{Cite web |date=15 May 2020 |title=Personal Branding Series {{!}} Interview with Karthik Srinivasan {{!}} Blogger & Author of 'Be Social' |url=https://www.aniisu.com/personal-branding-series-interview-with-karthik-srinivasan-blogger-author-of-be-social/ |url-status=live |archive-url=https://web.archive.org/web/20240325124350/https://www.aniisu.com/personal-branding-series-interview-with-karthik-srinivasan-blogger-author-of-be-social/ |archive-date=25 March 2024 |access-date=25 March 2024 |website=Intraskope |language=en}}</ref> 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''.<ref name="solving" />
In 2008, Karthik created his first "work-related blog", ''Beast of Traal'', that is about Indian corporates and brands.<ref>{{Cite web |last=Karthik |date=26 December 2008 |title=Ravenous Bugblatter Beast of Traal |url=https://milliblog.com/2008/12/26/ravenous-bugblatter-beast-of-traal/ |url-status=live |archive-url=https://web.archive.org/web/20230704172035/https://milliblog.com/2008/12/26/ravenous-bugblatter-beast-of-traal/ |archive-date=4 July 2023 |access-date=6 March 2024 |website=Milliblog |language=en}}</ref> The name of this blog is an homage to a character from ''The Hitchhiker's Guide to the Galaxy''.<ref name="solving" /> In 2009, Karthik was appointed as the head of digital strategy at Edelman India.<ref>{{Cite web |date=8 December 2009 |title=Milliblog, ItwoFS founder Karthik S to head Edelman's digital strategy |url=https://www.radioandmusic.com/content/editorial/news/milliblog-itwofs-founder-karthik-s-head-edelmans-digital-strategy |url-status=live |archive-url=https://web.archive.org/web/20240826122238/https://www.radioandmusic.com/content/editorial/news/milliblog-itwofs-founder-karthik-s-head-edelmans-digital-strategy |archive-date=26 August 2024 |access-date=26 August 2024 |website=RadioandMusic.com |language=en}}</ref> In mid-June 2013, ''Milliblog'' crashed, although he was able to restore the website with the help of Yahoo.<ref>{{Cite web |last=S |first=Karthik |date=19 June 2013 |title=Thank you! |url=https://beastoftraal.com/2013/06/19/thank-you/ |url-status=live |archive-url=https://web.archive.org/web/20250407084045/https://beastoftraal.com/2013/06/19/thank-you/ |archive-date=7 April 2025 |access-date=7 April 2025 |website=Beast of Traal |language=en}}</ref> In November 2013, Karthik became the national lead of Ogilvy & Mather in India. He previously served as AVP of Corporate Communications at Flipkart.<ref>{{Cite web |date=21 November 2013 |title=Karthik Srinivasan joins Ogilvy as National Lead, Social@Ogilvy |url=https://www.exchange4media.com/people-movement-news/karthik-srinivasan-joins-ogilvy-as-national-leadsocial-ogilvy-53534.html |url-status=live |archive-url=https://web.archive.org/web/20231018111008/https://www.exchange4media.com/people-movement-news/karthik-srinivasan-joins-ogilvy-as-national-leadsocial-ogilvy-53534.html |archive-date=18 October 2023 |access-date=18 October 2023 |website=Exchange4media |language=en}}</ref><ref>{{Cite web |date=28 January 2013 |title=Management of media |url=https://www.educationtimes.com/article/campus-beat-college-events/69520544/management-of-media |url-status=live |archive-url=https://web.archive.org/web/20240325055807/https://www.educationtimes.com/article/campus-beat-college-events/69520544/management-of-media |archive-date=25 March 2024 |access-date=25 March 2024 |website=Education Times |language=en}}</ref> Karthik's LinkedIn profile was, between 2015 and 2017, the most viewed under "marketing and advertisement/communication".<ref>{{Cite web |last=Aggarwal |first=Ishana |date=19 July 2019 |title=Turning your social media presence into an online brand: Expert and author Karthik Srinivasan explains how |url=https://www.cnbctv18.com/smart-living/turning-your-social-media-presence-into-an-online-brand-expert-and-author-karthik-srinivasan-explains-how-3983861.htm |url-status=live |archive-url=https://web.archive.org/web/20230130145642/https://www.cnbctv18.com/smart-living/turning-your-social-media-presence-into-an-online-brand-expert-and-author-karthik-srinivasan-explains-how-3983861.htm |archive-date=30 January 2023 |access-date=3 April 2024 |website=CNBC TV18 |language=en}}</ref> Karthik left Ogilvy & Mather in March 2018,<ref>{{Cite web |date=31 March 2018 |title=Ogilvy's Karthik Srinivasan calls it quits |url=https://www.adgully.com/ogilvy-s-karthik-srinivasan-calls-it-quits-77109.html |url-status=live |archive-url=https://web.archive.org/web/20231018111237/https://www.adgully.com/ogilvy-s-karthik-srinivasan-calls-it-quits-77109.html |archive-date=18 October 2023 |access-date=18 October 2023 |website=Adgully |language=en}}</ref><ref>{{Cite web |last=Calamur |first=Jayadev |date=24 March 2018 |title=As Karthik Srinivasan continues Twitter Satyagraha, HDFC defends its privilege programme |url=https://www.dnaindia.com/business/report-as-karthik-srinivasan-continues-twitter-satyagraha-hdfc-defends-its-privilege-programme-2363712 |url-status=live |archive-url=https://web.archive.org/web/20180815212754/http://www.dnaindia.com/business/report-as-karthik-srinivasan-continues-twitter-satyagraha-hdfc-defends-its-privilege-programme-2363712 |archive-date=15 August 2018 |access-date=18 October 2023 |website=Daily News and Analysis |language=en}}</ref> and has been self-employed since.<ref name="angio">{{Cite web |last=Mukhopadhyay |first=Sounak |date=17 October 2025 |title=After angioplasty, 2 habits changed his life: Music critic reveals how health improved after getting stents |url=https://www.livemint.com/news/trends/after-angioplasty-2-habits-changed-his-life-music-critic-reveals-how-health-improved-after-getting-stents-11760687601930.html |url-status=live |archive-url=https://web.archive.org/web/20260109222516/https://www.livemint.com/news/trends/after-angioplasty-2-habits-changed-his-life-music-critic-reveals-how-health-improved-after-getting-stents-11760687601930.html |archive-date=9 January 2026 |access-date=9 January 2026 |website=Mint |language=en}}</ref> In 2019, he authored a book on self-branding, titled ''Be Social: Building Brand You Online''.<ref>{{Cite web |last=Ramesh |first=Aishwarya |date=7 July 2019 |title=Karthik Srinivasan's new book focuses on personal brand building... |url=https://www.afaqs.com/news/digital/55395_karthik-srinivasans-new-book-focuses-on-personal-brand-building |url-status=live |archive-url=https://web.archive.org/web/20231018111248/https://www.afaqs.com/news/digital/55395_karthik-srinivasans-new-book-focuses-on-personal-brand-building |archive-date=18 October 2023 |access-date=18 October 2023 |website=afaqs! |language=en}}</ref><!-- https://indianexpress.com/article/trending/this-is-serious/karthik-srinivasan-hdfc-bank-bengaluru-50-day-twitter-satyagraha-4580837/ --><!-- https://blog.blogadda.com/2010/08/12/karthik-s-social-media-digital-strategy-india-beastoftraal -->
== 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.<ref>{{Cite web |title=Kartik Srinivasan |url=https://blackhattalent.com/talent/kartik-srinivasan/ |url-status=live |archive-url=https://web.archive.org/web/20231103063253/https://blackhattalent.com/talent/kartik-srinivasan/ |archive-date=3 November 2023 |access-date=3 November 2023 |website=Black Hat Talent Solutions |language=en}}</ref>
== Personal life == Karthik's native language is Tamil.<ref>{{Cite news |last=Kumar |first=Divya |date=14 March 2007 |title=Whose song is it, anyway? |url=http://www.hindu.com/mp/2007/03/14/stories/2007031400110100.htm |url-status=dead |archive-url=https://web.archive.org/web/20081113115113/http://www.hindu.com/mp/2007/03/14/stories/2007031400110100.htm |archive-date=13 November 2008 |access-date=12 March 2026 |work=The Hindu |language=en}}</ref> He speaks English, Hindi and Tamil fluently, has a general understanding of Kannada and Malayalam, and limited of Telugu.<ref>{{Cite web |last=Karthik |date=13 March 2018 |title=Go ahead... break the language barrier with music! |url=https://milliblog.com/2018/03/13/go-ahead-break-the-language-barrier-with-music/ |url-status=live |archive-url=https://web.archive.org/web/20240609061853/https://milliblog.com/2018/03/13/go-ahead-break-the-language-barrier-with-music/ |archive-date=9 June 2024 |access-date=9 June 2024 |website=Milliblog |language=en}}</ref> Karthik studied in college in Salem, Tamil Nadu.<ref>{{Cite web |last=Raman |first=Sruthi Ganapathy |date=2 August 2023 |title='Chikku Bukku Rayile': An Oral History of Shankar & AR Rahman's Megahit Song |url=https://www.filmcompanion.in/features/tamil-features/chikku-bukku-rayile-an-oral-history-of-shankar-ar-rahman-megahit-song-tamil-movie-music-gv-prakash-gautami-prabhu-deva-amazon-prime-video |url-status=live |archive-url=https://web.archive.org/web/20231018100553/https://www.filmcompanion.in/features/tamil-features/chikku-bukku-rayile-an-oral-history-of-shankar-ar-rahman-megahit-song-tamil-movie-music-gv-prakash-gautami-prabhu-deva-amazon-prime-video |archive-date=18 October 2023 |access-date=4 June 2024 |website=Film Companion |language=en}}</ref> He has been residing in Bengaluru for several years, is married and has two children.<ref>{{Cite web |last=Nair |first=Swathi |date=23 March 2017 |title=Bengaluru man launches Twitter satyagraha against private bank |url=https://www.newindianexpress.com/cities/bengaluru/2017/Mar/23/bengaluru-man-launches-twitter-satyagraha-against-private-bank-1584558.html |url-status=live |archive-url=https://web.archive.org/web/20250406061321/http://www.newindianexpress.com/cities/bengaluru/2017/mar/23/bengaluru-man-launches-twitter-satyagraha-against-private-bank-1584558.html |archive-date=6 April 2025 |access-date=6 April 2025 |website=The New Indian Express |language=en}}</ref><ref>{{Cite web |last=Pandya |first=Sonal |date=22 July 2017 |title=Karthik Srinivasan: Earlier, I seemed to be the only one cataloguing plagiarism, now the world does! |url=https://www.cinestaan.com/articles/2017/jul/22/7091/karthik-srinivasan-earlier-i-seemed-to-be-the-only-one-cataloguing-plagiarism-now-the-world-does |url-status=dead |archive-url=https://web.archive.org/web/20231018111234/https://www.cinestaan.com/articles/2017/jul/22/7091/karthik-srinivasan-earlier-i-seemed-to-be-the-only-one-cataloguing-plagiarism-now-the-world-does |archive-date=18 October 2023 |access-date=18 October 2023 |website=Cinestaan |language=en}}</ref> 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.<ref>{{Cite web |last=Dutta |first=Pallavi |date=27 February 2020 |title=About Communication : Karthik Srinivasan at Article-19 |url=https://www.manipalthetalk.org/manipal/about-communication-karthik-srinivasan-at-article-19/ |url-status=dead |archive-url=https://web.archive.org/web/20240619123548/https://www.manipalthetalk.org/manipal/about-communication-karthik-srinivasan-at-article-19/ |archive-date=19 June 2024 |access-date=25 June 2024 |website=Manipal The Talk Network |language=en}}</ref> In 2025, Karthik discovered he had two arterial blocks, necessitating angioplasty and the insertion of two stents.<ref name="angio" />
== References == {{reflist}}
Category:Indian male bloggers Category:Indian music critics Category:Living people Category:People from Tamil Nadu Category:Place of birth missing (living people) Category:Year of birth missing (living people)