Shenaz Treasury: The OG influencer

In the 90s and early 2000s, before the age of social media and instant fame, a different kind of influencer ruled the airwaves. They were the VJs—Video Jockeys—who brought music, style, and attitude to living rooms across India. MTV was the playground, and one of its brightest players was Shenaz Treasury, who shot to instant fame with her show ‘MTV’s Most Wanted.’ But what was it like to be an influencer before Instagram, YouTube, or TikTok existed? Shenaz takes us on a trip down memory lane, revealing that she had no idea just how many lives she was touching—or how much impact she had on shaping youth culture—until much later.

“I was actually based in Singapore,” Shenaz recalls, laughing at the memory. “I came down to India after two years because I was in college, and then I moved to Singapore. I was surprised when people were like, ‘Hey Shenaz! Hey Shenaz!’ on the streets. I was like, ‘What? You know my name?’ Because there was no social media. We had no idea how popular we were!”

In an era devoid of likes, shares, and comments, Shenaz and her fellow VJs were the ultimate tastemakers, influencing everything from fashion to music to attitudes. Yet, they were unaware of the extent of their influence. “People were getting haircuts and dressing like me,” she says, still sounding a bit astonished. “I learned this much later! I wish I knew it before so I would have asked MTV for more money—they paid me very little.”

Indeed, the financial rewards of being a VJ back then were a far cry from the lucrative deals today’s influencers enjoy. “Earlier, brands collaborated with the channel. We saw none of that (money). If our shows were popular, the channel prospered, not us. We used to get salaries. I can tell you what my salary was at that time – `80,000 a month! Which was great at that time, but still not as good as what MTV earned from us. The most I got paid from MTV was `1 lakh a month.”

A stark contrast to present day, where influencers like Shenaz have more control and are directly rewarded for their content. Shenaz further remarked, “Now if my videos are popular, I have brands calling me! It’s actually a much fairer world now than it was then. If you make good content, people will watch it, and you will get paid, and that’s great!”

The journey from a VJ to an influencer was not just a change in platform, but also a shift in purpose for Shenaz. Today, she’s far more conscious about the impact she can have and uses her influence for causes close to her heart. “I am much more aware, and I want to use my influence for something good, like sustainability, keeping our country clean, ethical & responsible tourism,” she says with conviction.

One of the most fascinating aspects of Shenaz’s current influence is her ability to resonate with a wide range of followers. “There are two generations of followers that I have,” she notes. “I have people from their 20s to their 50s following me now, so lots of generations—Gen Z, Gen X, all the alphabets of generations.”

How does she manage to stay relevant to such a diverse audience? The secret, according to Shenaz, is authenticity. “I just stay true to myself. I create the stuff that I would want to watch, as well as something a young 20-year-old would want to watch, like my friends’ daughters. I make something for both, and I send it to my friends and their daughters. If I get a good reaction from both, I feel like I’m winning,” she adds.

The transition from the uncharted fame of a 90s VJ to the self-aware influencer of today reflects the broader evolution of the media landscape. Back then, VJs like Shenaz were at the mercy of the channels, with little insight into their true reach or impact. Now, content creators have the tools and platforms to not only understand their audience but also to engage with them directly and meaningfully.

As Shenaz reflects on her journey, it’s clear that the core of her appeal—her authenticity, charm, and relatability—remains unchanged. The platforms may have evolved, but the connection she forged with her audience decades ago continues to thrive in the digital age. And while she may have been unaware of her influence as a VJ, today, Shenaz Treasury knows exactly who’s watching—and she’s making every view count.