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Tag: Qyuki Digital Media

  • Oneindia taps Sushant Yattam to spearhead video push

    Oneindia taps Sushant Yattam to spearhead video push

    MUMBAI:  It’s hoping that this appointment will help it go one up on competition. Oneindia, India’s multilingual digital news platform, has named Sushant Yattam as business head for video as it seeks to capitalise on the country’s surging appetite for video content. The appointment signals the platform’s ambitious pivot towards video-first revenue generation and audience expansion.

    Yattam brings 15 years of media and entertainment experience to the role, having held senior positions at Wizcraft, Qyuki Digital Media, Walt Disney India and UTV Indiagames. His brief centres on scaling Oneindia’s video operations and developing creator-led content strategies across the platform’s network.

    “Video represents the future of digital storytelling and revenue growth,” says Oneindia chief business officer Sunder Venkatraman.  “With Sushant’s proven track record in scaling businesses and creator innovations, we’re positioned to lead the market in building an innovative video ecosystem that truly represents Bharat.”

    The platform, which reaches over 280  million users, sees significant scope for video expansion as Indian audiences increasingly shift towards multilingual video formats.  Yattam aims to develop scalable intellectual properties that blend data-driven insights with regional storytelling.|

    “Audiences worldwide are rapidly moving towards video and multilingual formats,” Yattam notes. “Oneindia is uniquely positioned not only to lead this transformation in India but also set benchmarks for digital markets globally.”

    The appointment comes as Indian digital platforms face intensifying competition for video eyeballs and advertising revenue in one of the world’s fastest-growing internet markets.

  • “Unstoppable is our concerted effort to inspire audience towards leading healthier and more fulfilling lives”: Ravinder Varma

    “Unstoppable is our concerted effort to inspire audience towards leading healthier and more fulfilling lives”: Ravinder Varma

    Mumbai: RiteBite Max Protein has announced the launch of its podcast series, “Unstoppable” – a first-ever Initiative by an FMCG health food brand, that aims to showcase exclusive health, fitness, nutrition, and wellness insights. This series is designed to create a dynamic community of health and fitness enthusiasts. With 8 to 9 episodes each season, “Unstoppable” aims to be the premier destination for inspiration, motivation, and transformative stories in the realm of health and fitness.

    The production of this podcast is supported by Qyuki Digital Media, an artist-focused network co-founded by Shekhar Kapur, AR Rahman, and Samir Bangara.

    Actor Rohit Roy will host the podcast. His diverse experience in acting, directing, and fashion adds a unique perspective to the show. Season 1 of “Unstoppable” will feature a lineup of renowned guests like Sharman Joshi, Yash Birla, Sanjay Suri, Varun Sood, Namrata Seth, Soundous Moufakir, Parvin Dabas, Preeti Jhangiani, Bhagyashree and many more. These influential figures from Bollywood and the business world are not only leaders in their fields but also passionate about fitness.

    Indiantelevision.com reached out to Naturell India (RiteBite Max Protein) brand manager Ravinder Verma, where he shared numerous insights regarding venturing into podcast and more…

    Edited excerpts

    On the inspiration to venture into the realm of podcasting with Unstoppable

    The inspiration behind RiteBite Max Protein’s venture into podcasting with “Unstoppable” stemmed from our desire to connect with our audience on a more personal and engaging level. In the contemporary digital landscape, podcasts provide a unique and intimate platform for sharing narratives and valuable insights. Recognizing this, we identified an opportunity to merge our extensive expertise in health and fitness with compelling real-life stories of resilience and determination, featuring well-known personalities.

    “Unstoppable” is our concerted effort to inspire audience towards leading healthier and more fulfilling lives. Through the medium of these stories, we aim to showcase that overcoming obstacles is a universal journey, and everyone has the potential to surmount challenges to become the best version of themselves. It’s a platform where the worlds of health expertise and personal stories intersect, offering a source of motivation and encouragement for individuals on their paths to well-being and self-improvement.

    On elaborating on the format of each episode of this podcast

    Each episode of “Unstoppable” is meticulously crafted to offer audience a blend of entertainment, inspiration, and practical health insights. The format includes in-depth conversations with celebrities and thought leaders, sharing their personal journeys, struggles, and triumphs in health and wellness. A key highlight of each episode is the “Keep Going” segment, which also serves as the overarching branding slogan for RiteBite Max Protein. This segment dives into what drives them to overcome challenges and maintain their health and wellness routines, offering the audience unique insights and inspiration.  We aim to provide a well-rounded audio-visual experience that motivates our audience to pursue their health goals with enthusiasm and knowledge.

    On the selection of Rohit Roy as the host contribute to the overall tone of the podcast

    Rohit Roy, with his versatile background in the film and television industry, brings a unique blend of charisma, empathy, and insight to “Unstoppable.” His ability to connect with guests on a personal level, drawing out their stories and insights, sets the tone for a podcast that’s both engaging and relatable. Rohit’s genuine interest in health and wellness, combined with his interviewing skills, ensures that each episode is not only informative but also deeply moving and motivational. Having been in the industry for ages, Rohit exudes a youthful energy that appeals to both younger and mature audiences alike. His own health, fitness & wellness journey, and the motivating factor to “keep going” make him an ideal host for “Unstoppable.” Rohit Roy resonates across generations, bringing a dynamic that is both refreshing and profoundly inspiring for audience seeking motivation and guidance in their wellness journeys.

    On planning to leverage your partnership with Qyuki Digital Media for the production of this podcast

    RiteBite Max Protein is capitalizing on its partnership with Qyuki Digital Media by focusing solely on their expertise in production support to enhance the “Unstoppable” podcast series. This collaboration aims to bring forth a high-quality, engaging, and informative podcast tailored for health-conscious audiences. With Qyuki’s production prowess, the series is positioned to lead conversations in health and wellness, providing audience with essential insights into fitness and overall well-being.

    On audience expecting any additional content related to the topics discussed in Unstoppable

    Absolutely! In addition to insights shared in the podcast, we do plan to provide the audience with additional content and resources related to the topics. This will be done through articles, expert interviews, tips, and practical advice on health, fitness, resilience, and personal development. Our goal is to offer a comprehensive and valuable experience for our audience, empowering them with the knowledge and tools to make positive changes in their lives. 

  • QYUKI launches ‘STOK’: Revolutionising comedy entertainment with the finest and emerging comedians

    QYUKI launches ‘STOK’: Revolutionising comedy entertainment with the finest and emerging comedians

    Mumbai: Qyuki Digital Media is delighted to introduce “Laughter Brewery Stok,” a revolutionary Intellectual Property (IP) solution designed for STOK  to deliver unparalleled moments of laughter through the comedic genius of India’s top comedians, both seasoned and emerging.

    Stok, curated by Qyuki, goes beyond conventional comedy platforms by featuring established comedic talents and handpicking some of the best-emerging comedians. This ensures a house of laughter and joy as audiences are treated to a diverse range of comedic styles, perspectives, and fresh voices

    in the world of humour.

    “As the COO of Qyuki Digital Media, I am thrilled to unveil the STOK YouTube channel, a vibrant space where chill meets entertainment. Our curated content, featuring emerging and established comedic talents, is not just about sips and giggles; it’s a celebration of life’s moments. Join us on this exciting journey as we redefine relaxation and laughter on YouTube. With STOK, we’re not just raising the bar; we’re raising your spirits. Let’s ‘Live the Chill’ together!” expressed QYUKI Digital Media COO Juhi Mehta.

    Stok aims to be a laughter-packed destination that entertains and serves as a launchpad for emerging comedians. By fostering a dynamic mix of established and new talents, Stok ensures its audience a vibrant and engaging comedy experience. And was especially created with the tagline in mind “Live the chill” and what better way to chill after a stressful day than with laughter with the best of the industries.

    The first wave of creators set to bring the house down on Stok includes Anirban Bhattacharya, Siddhartha Shetty, Rivu Ganguly, Nitin Mandal, Govind Menon, Andy Reghu, Aditya Gundeti, and Karunesh. Each of these comedians brings a unique flavour of humour to the platform, promising an unforgettable and laughter-filled experience for Stok’s audience.

    While the specific dates for publication are tentative, the Stok team is working diligently to deliver the first wave of laughter-inducing episodes to the audience at the earliest convenience.

  • Samir Bangara: A visionary man, a talent spotter

    Samir Bangara: A visionary man, a talent spotter

    MUMBAI: Unexpected losses feel hard on the heart. Samir Bangara, who died in a road accident, will be remembered for his visionary approach to digital reformation and how he spotted and nurtured talents. The co-founder and chief executive of Qyuki Digital Media was also a riding enthusiast.

    He initiated his journey with Qyuki in 2013 which was initially launched by director Shekhar Kapur and Grammy and Oscar-winning music composer AR Rahman in 2012. The platform was relaunched in 2014. While he earned quite a fame for his efforts to build Qyuki, he was in the midst of starting his own venture when he met Kapoor. 

    “It is with great sorrow that we inform you that our leader, mentor and trusted friend, Samir Bangara passed away in an accident this morning. We are all in a state of complete and utter despair and words will do no justice to express this loss. But it is our duty to absorb this shock for now so that we can be there for each other especially for his family, just the way Samir would have liked us to,” Qyuki COO Sagar Gokhale shared a statement. 

    Bangara was also the chief operating officer of Indigames and later led its sale to Disney. UTV bought 30.02 per cent in Indiagames and then increased its stake to 86.02 per cent from 56 per cent. Later, UTV was acquired by Disney India. Post the sale, he focused on integrating the interactive businesses of Indiagames, Disney and UTV into one team covering games, video and audio services while he was serving as managing director – digital at Disney UTV.

    “Samir Bangara was special. Someone who was a friend, not just a partner at work. I was always struck by his rare ability to traverse topics and contexts, from a room full of MBA types talking strategy to having a sense of the street. His smile and eloquence will never leave my mind. His passing is an irreparable loss to the Indian digital industry and creators. He was a visionary and their true friend. Whenever I spoke to him, I had a feeling that we can do great things together for creators. He left the world better than he found it. He helped people, shaped careers, spread wisdom and made friends. He made the years count. His legacy will live on through every single person he impacted positively in his life. May god bless his soul and give his family and everyone at Qyuki Digital Media the strength to bear this,” Facebook India entertainment partnerships head Saurav Saket Jha commented on LinkedIn.

    “Shocked and numb to hear about my friend Samir Bangara. I can’t believe he is no more. Gone too soon. My condolences to his family. Hope they find the strength to overcome this huge loss. You will be missed Samir, but you will always remain in our hearts,” House of Cheer founder and managing director Raj Nayak said on Twitter.

    “I lost my super power today. Samir Bangara, you have been a mentor/friend/business guide and the biggest cheerleader. You believed in me like no one else in this world,” producer Gunit Monga said.

    While he led Quiky to emerge at the forefront of new media, Bangara started his career in another vertical, in venture capital with IL&FS Venture corporation and moved on to being an investment banker with Ernst & Young. He was an alumnus of Mumbai University. In January, Qyuki hosted Epic Fam Jam, a festival dedicated wholly to India’s rising social media superstars. Reportedly, it also secured $3.5 million from Info Edge Venture Fund (IEVF) earlier this year.

    “I met Sam about 10 years ago and he stood out for his extremely sharp mind and politeness and had a smile always. I fondly remember the chat in his office about his passion for bikes and he had a glint in his eyes discussing it. It's a big loss for me personally and the industry at large! RIP Sam!" MX Player CMO Abhishek Joshi said.

    "We lost a true entrepreneur and one of the finest digital minds in the region. We’ve been buds for three decades when we entered uni together in 1990 and I’ve seen Sam grow into a thoroughbred professional into one of the finest businessmen right in front of me. Our careers were always in different areas but they would always converge at some key points in our lives. He used me for advice and I him, whenever we needed some unbiased advice," shared Universal Music Group India and South Asia MD and CEO Devraj Sanyal.

    He added that eight years ago, the paths between Qyuki Digital Media and Universal Music India crossed and they ended up doing a bunch of stuff together.

    "Together we founded the The Dharavi Dream Project our corporate social responsibility project which is also one of India’s largest #MusicForSocialGood projects. We did a ton of other stuff in the digital world and for us not to have him around is just something anyone in our industry can even begin to comprehend," added Sanyal.

    "It’s gonna take some very real work for his partner and COO Sagar Gokhale to now lead the businesses in his stead with his teams, though he knows he has the full industry behind him willing him to succeed. 
    Godspeed Sam," said Sanyal's heartfelt LinkedIn post.

    He was widely liked and admired by everyone in the industry for his visionary, cheerful and generous nature. Not only executives and celebrities but even people he mentored shared their grief over his sudden absence. 

  • Qyuki Digital Media co-founder and managing director Samir Bangara passes away

    Qyuki Digital Media co-founder and managing director Samir Bangara passes away

    MUMBAI: Qyuki Digital Media co-founder and managing director Samir Bangara passed away in a car accident on 14 June. 

    Amidst his colourful multi-dimensional career, he also led digital for the Disney group in India as managing director – digital with the responsibility of integrating and growing the businesses of Indiagames, Disney Interactive and UTV Interactive. He founded Qyuki Digital Media in 2013.

    Several Bollywood celebrities have mourned the loss on Twitter.

  • Data and creativity go hand-in-hand to create brand success

    Data and creativity go hand-in-hand to create brand success

    MUMBAI: Even though artificial intelligence and machine learning are driving the course of content, much still relies on quality of content despite the world’s best technologies backing it. Nothing can beat good, relatable, and entertaining content, which rides on the back of data, to reach out to the masses, creating a data-inspired environment of work.

    This was the crux of the “Understanding the audience: Data & tech in content creation (Brandfilm breakthrough)” session at the recently concluded Indiantelevision.com BrandVid 2019. The session, moderated by Qyuki Digital Media co-founder and managing director Samir Bangara, had Prime Focus Technologies vice president creative services Bhaskar Sitholey, Shemaroo head of marketing Rahul Mishra, BYJUS App marketing head Atit Mehta Logicserve Digital co-founder and CEO Prasad Shejale, JioGenNext VP group alliances and mentor Mohit Kapoor, and VDO.ai co-founder Arijit Sachdeva discussing the role of data in branded content creation and if the process is data-inspired or data-driven.

    The panelists agreed that a whole of lot of data inspection comes into play in the creation of content today, but what matters the most is the impact the final piece of craft has on the audience. The only dissenting voice was of Sachdeva who quipped that VDO.ai being a young company doesn’t have the leverage to be data-inspired and is instead data-driven.

    Sachdeva said, “We are serving approximately 5 billion ads in a month and we have achieved this scale within a time span of just approximately one and a half year. I do not have the experience of 25 years to say that we are data-inspired.”

    Sitholey shared, “Data can definitely give you a better understanding of what your audience is doing or what they want. But what you craft out, depending on the interpretation of that audience needs, is what is really going to move the needle or not.” He also added that the world is heading to two-way content driven by interactivity.

    Kapoor vouched for a combination of the both as he said, “We will take it a level ahead. We call it ‘data everything’. The magic we have been seeing at Jio is when all the ‘C’ start working together, i.e., commerce, community, content, and connect.”

    He further shared an example of Snickers, “In China, Alibaba team shared an insight with Snickers that people who are buying Snickers are also purchasing a lot of spicy stuff and bingo! Snickers went on to launch a spicy bar, which is the first one in the world and is a resounding success. That is what data delivers.”

    Shejale shared similar thoughts as he said, “I think there are types of role like creative technologist, wherein it is a combination of both (data and creativity). Imagine if a creative person is fed with the right data, it could be really doing wonders.”

    Speaking about the metrics that creators use to inspire their content, Mishra noted that currently the industry relies on broader level metrics that are not capturing emotions. Citing the example of his organisation he mentioned that it is trying and tracking tactical opportunities of content creation in terms of what is trending.

    Sachdeva added that advertisers of today are looking for two fundamental metrics. “One is the number of completed views and the other thing that matters is the view-ability of ad placements.”

    The panel focused on the need to strike a balance between the right amount of data and creativity to meet these metrics and create content that can strike an emotional chord with the consumers.

    Mehta quipped, “Content has to be entertaining. I don’t know whether creativity will lead to entertainment or whether data will lead to entertainment. You can do whatever you want as long as it is entertaining content it will work. Now whether data has given you that understanding or it is happening because of your creative mind is inconsequential.”

    Bangara culminated the session by pointing out that data is important because it is predictable and dependable while creativity is not. It thus helps in ensuring that the money is being put in the right places. He said, “You have to do a CYA to clear 100 per cent of your spends but at the same time you go to the best director, best scriptwriter to write a really amazing story. Data is dependable and creativity, unfortunately, is not. It is hard to draw the distinction between the two. They will always be hand in hand.”

  • Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    MUMBAI: Parle G, a household brand for decades revisits the magical era of 90’s with ‘Woh Din’. This five-part web series is a reminiscence of the simplicity of the days gone by, one that was marked by our love for cricket, movies and household biscuit, Parle G.

    Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in the small town of India. The series sketches the joys of childhood beautifully with an endearing story line and in the process, integrates Parle G into it effortlessly; so much so that it goes on to become a third character in the show.

    Each of us have had our brush with Parle G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads backs to warm anecdotes, so vivid in our minds, yet never to return. Each 20-minute long episode chalks the ethos of the era, just as we have lived them.

    Qyuki brand solutions head Juhi Mehta shares, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identify so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘’away from the norm’’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s, the decade so widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture! ”

    Biscuits Category head Mayank Shah says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the 90’s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.

    Sandeep Jha co-founder EmotionFulls added “The idea to recreate the 90’s has been an ongoing desire for long. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation something to reminisce about. What better brand than ‘Parle-G’ to partner with, one that has witnessed it all while being an important part of our childhood”.

  • Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    Qyuki partners with Emotionalfulls to recreate the magical experience of the 90’s with ‘ Woh Din’

    MUMBAI: Parle G, a household brand for decades revisits the magical era of 90’s with ‘Woh Din’. This five-part web series is a reminiscence of the simplicity of the days gone by, one that was marked by our love for cricket, movies and household biscuit, Parle G.

    Woh Din is the story of a nine-year-old boy named Babu and his best friend Shreedhar growing up in the small town of India. The series sketches the joys of childhood beautifully with an endearing story line and in the process, integrates Parle G into it effortlessly; so much so that it goes on to become a third character in the show.

    Each of us have had our brush with Parle G at some point while growing up. The coming together of Woh Din and Parle-G is the pathway that leads backs to warm anecdotes, so vivid in our minds, yet never to return. Each 20-minute long episode chalks the ethos of the era, just as we have lived them.

    Qyuki brand solutions head Juhi Mehta shares, “The growing appetite for web series makes the foray into the digital space as a natural progression for any brand. However, Parle G deviates from the pop culture identify so heavily present in the digital forum. Qyuki Digital Media helped provide the much required ‘’away from the norm’’ experience. Woh Din serves as the perfect brand solution simply because it is a story about growing up in the 90’s, the decade so widely popularized by the brand over the years. The sheer magic of family and familiarity, the cultural shocks with new beginnings, almost everything that a kid in the 90’s has experienced, has been dished out in an all-new manner. You can call it Qyuki’s latest attempt at redefining pop culture! ”

    Biscuits Category head Mayank Shah says, “With young consumers consuming media across multiple screens beyond TV, our goal was to produce engaging content that captures emotional moments and how the brand was part our growing up years. With growing appetite for web series among youngsters, it is a natural progression for any brand. Qyuki’s ‘Woh Din’ serves as the perfect brand solution simply because it is a story about growing up in the 90’s, an era so widely captured by the brand and its ethos. We’ve all had our share of Parle-G and with time, it has acquired a taste of nostalgia within us.

    Sandeep Jha co-founder EmotionFulls added “The idea to recreate the 90’s has been an ongoing desire for long. Having grown up in that era, we wanted the new generation to know what it was like back then. More importantly, we wanted to provide our generation something to reminisce about. What better brand than ‘Parle-G’ to partner with, one that has witnessed it all while being an important part of our childhood”.

  • Thums Up’s tribute to real heroes of nation receives 1 million views

    Thums Up’s tribute to real heroes of nation receives 1 million views

    MUMBAI: Thums Up, India’s iconic soft drink brand marked the country’s 69th Independence Day with a tribute to the nation’s Real Heroes and the country used this film as a platform to express its love a million times within 48 hours.

     

    Set against the diverse cultural and regional canvas of India, the film captures the journey of a young Indian soldier as he travels from his military base to his home in Kerala, making one stop in his journey to the martyrs’ home to deliver the news of his martyrdom, personally. The narrative navigates through a string of anecdotal situations of various people he meets during his journey on route to the heart wrenching moment when the young soldier finally reaches the martyr’s family. The film concludes with the soldier enjoying a happy moment with his family before an alert is commissioned to all soldiers cancelling all vacations and an order to report to basecamp. Through the soldier’s journey, the film captures the diverse locations and myriad of cultures in India, while reminding the audiences about the unparalleled perseverance our brave soldiers display every day.

     

    Speaking about the campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India and South West Asia said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This independence day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.

     

    He further added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation’s love, appreciation and respect for the real heroes who keep us safe, everyday.”

     

    Conceptualized by Qyuki Digital Media Pvt Ltd. and Asylum Films, the Digital Film and its music has been created by Dhruv Dhanekar of Wah Wah Music.

     

    Commenting on the film Samir Bangara, Co-founder and MD of Qyuki.com said, “This film is special at many levels. Both the Director, Razy Ghai and I grew up as armed forces kids and that was a big inspiration for the script and execution of the film. We are proud to be working with one of India’s most iconic brands Thums Up, to salute the true heroes of our country.”

  • YouTube is the platform to be on, says AIB’s Tanmay Bhat

    YouTube is the platform to be on, says AIB’s Tanmay Bhat

    MUMBAI: The 6th edition of MixRadio Music Connects provided a pivotal platform for the discussion of Indian multi channel networks (MCNs) and how YouTube has helped artists in building a strong viewership, new content and audiences.  When it comes to MCNs, India has a large digital video market and the younger audiences today are more likely to watch digital videos than television.

    Moderated by Music Matters president and Branded co founder and CEO Jasper Donat, the panelists included All India Bakchod (AIB) co founder Tanmay Bhat,  Qyuki Digital Media co founder and managing director Samir Bangara, Ping Network co-founder and director Rajeshree Naik,  Digital Quotient (HT Media) business head entertainment Parmeet Lamba and YouTube India head of content operations Satya Raghavan. The session discussed the advent of MCNs and the rising players who are creating content online.

    As the co-founder of one of India’s leading YouTube channels, Bhat spoke about how it all began for him. He said, “Well, we began as a comedy podcast and then sometime last year, we started doing sketch comedy on YouTube. Our YouTube channel became the fastest growing channels in India. We now also make content for brands”.   

    Raghavan expressed that he was delighted with the fresh content emerging on YouTube. He commented, “Earlier, I used to only watch YouTube for movie trailers but all of a sudden I am finding myself watching unique content on channels like AIB. It’s truly been a fascinating year for YouTube”.  

    Speaking of the business model of YouTube, Raghavan further elaborated, “YouTube is platform where you see online videos. Advertising is our primary source of revenue and we share more than half of that with the creators”.

     
    Bangara added on the role of MCN in today’s market, “We are like the new-age label. We do what record labels did for musicians in the traditional market. Today, you do not have to be in a bar to discover new music talent. YouTube does that for you”.

    Talking about the rise of MCNs, Donat pointed out, “This is an area where there is some serious money. Companies are being bought for hundreds of millions of dollars. One of the biggest MCN deals had Disney acquiring Maker Studios for $500 million plus $400 million earn out”.

    Bangara responded, “We are in the broadcast network creation space and monetization on that is two-fold. Ad monetisation on YouTube is not sufficient. As a MCN, we bring a lot of branded content to the table. We take talent, package them and promote them to brands. Our business model is a mix of brand monetization as well as CPM ad monetisation”.

    Naik agreed with Bangara and further added, “This business is eventually going to be based on relationships. The technology platform is YouTube but the MCN is purely a service business. It’s all about understanding the ecosystem and helping the artists benefit”.

    Parmeet Lamba commented, “It is also important that we help individual artistes in monetizing and distributing their content.  In the regional space, a lot of Punjabi music has been coming up. We build talent and they become popular. There are a lot of deals and collaborations happening in the market. A lot of brands are approaching us to feature their products for the artists’ next videos. The brands offer to sponsor these artists. And with the gained popularity, these performing artists get more live gigs”.

    Elaborating on how YouTube helped him in his popularity meter, Bhat said, “When we attended the YouTube fanfest this year, it was a very overwhelming experience. People were watching us on their phones. It was a different level of engagement altogether. YouTube is the platform to be on!”

    Adding on to that, Raghavan added, “There are a lot of cover singers who are becoming popular. We also get to see original content in the music space. Being on YouTube definitely gets you more gigs and it is an amazing platform for the common man to express himself. However, one needs to constantly put up content. Fans love to see the passion you have for your craft and the engagement level needs to be high. The creator needs to be disciplined and also focus on interacting with his or her fans. 2015 is going to be the year of music!”

     While speaking on the potential of YouTubers breaking into the mainstream music scene, Naik opined, “If you were a musician about 20 years ago, you would have sung for about 5 years and then made a video. Today if you want to be a musician, you need to begin with the video. Today, you have that platform that can help you get noticed. That pretty much sums up why digital videos are so important for musicians”.