Indian music industry finds a lucrative revenue stream in social media
Music industry is using social media to create virality, conversations, advtg opportunities, branded content & much more...

When Bono, an Irish singer, musician, venture capitalist and humanitarian, said that “Music can change the world because it can change people”, little did he know that music enthusiasts and creators would take his thought a bit too seriously and surge way ahead to promote their tunes in their social media communities.
Today, social media networks have developed huge consumer bases, which are being used by businesses by setting up channels and feeds to engage with customers. Moreover, music is one of the most engaging topics of discussion on social networks globally.
2012 was the year of discovering music in India - consumers finally showed some indication of broadening consumption beyond Bollywood as other genres showed vibrancy. Sean Paul, Enrique Iglesias, Swedish House Mafia, Guns N Roses were few artists who visited India last year. Thanks to social media, conversations around these events not only built up excitement among the fan base, but also expanded the popularity of these artists through these events.
More and more independent artists have been able to find an audience and also monetise their content, albeit in a small way, because of social. These days, Hindi films extensively push their title songs via social media to get instant response.
Considering the noise that social media is creating because of these different tunes, exchange4media spoke to leading music companies and also analysed music-based programmes to understand the ways in which this industry is leveraging the social media platform in their marketing plans...
To create ‘virality’
‘Kolaveri Di’ is one the best examples of how an Indian music label, Sony Music, took a risk and clicked with viral marketing. The idea was simple, but strategic. Shridhar Subramaniam, President, Sony Music - India and Middle East believes that the way music is being consumed has changed drastically over the years.
“The consumption pipeline is a long chain; it begins with the discovery stage. From radio in the earlier days to television to now online platforms like YouTube, the point of discovery of music has changed. Secondly, where are you experiencing music before actually buying it? That has also changed from the Walkman to television to now again mainly on online platforms. Lastly, comes where do you actually buy your music? The days of going to a record store and buying your favourite music has almost diminished, then you had the phase where you could order music online or on your mobile phone via IVRS,” said Subramaniam.
Sony Music’s current project with Eros Entertainment, ‘Go Goa Gone’, has tremendous potential of becoming viral. The two songs that the label has released – ‘Slowly Slowly’ and ‘Khooni Monday’ – are trending on Twitter and have witnessed a great amount of streaming across different platforms. In fact, for ‘Khooni Monday’, the music label released the song on Sunday evening as the Monday blues set it. They also began a CPC campaign stating “if you hate Mondays, then you will love this song while on Twitter”. Their hashtag #KhooniMonday was trending.
Subramaniam further said, “We are the only ones investing around 15-25 per cent of our overall marketing budgets on social.”
To strike ‘conversations’
As per the International Federation of the Phonographic Industry (IFPI), around 67 per cent of social network users in 20 countries discuss music and movies. Apart from offering a wide variety of content ranging from songs, videos, audio juke boxes, trailers, etc., music labels have been building up a strong audience base on social networks like Google+, Facebook and Twitter, etc. Social platforms are also helping in co-creation and crowdsourcing of content.
Shekhar Kapur and AR Rahman launched their highly awaited social media platform, Qyuki, last year, which provides a platform for artists to share content, connect to people with similar creative interests, view creations from various other artists, and collaborate with them to create content.
Commenting on Hungama’s social strategies, Siddhartha Roy, Chief Operating Officer, Consumer Business and Allied Services, Hungama mentioned, “At Hungama, we have explored the medium beyond engagement. For us specifically, the medium also serves as a listening tool. We understand our fan base, their needs and try to deliver as much relevancy in our content and product experience. We make sense of the data and use it to enhance not just our advertising campaign, but also our core music service.”
“We also use social media to reach our consumers and resolve their issues if any. The medium ensures a two-way communication that is immediate. It is an important tool for customer relationship management. Besides this, we have also integrated social as a core feature in our music product - the App and the website. One can listen and share music their friends, and also check out what their larger social community is listening to,” added Roy.
To promote ‘branded content’
Seeking to capitalise on the longevity inherent to musical content, labels and event organisers are seeking to build enduring brands around music platforms, events and services. Several lifestyles brands are associating themselves with live music events and concerts in order to engage with target audiences and create an experiential property. Social media has become a breakthrough point of communication for these emerging marketing initiatives. These arrangements are made for long terms in order to unlock value.
According to the FICCI-KPMG Indian Media and Entertainment Industry report, brands contribute 60 per cent of revenues under a sponsorship arrangement. Properties such as Eristoff Invasion, Bacardi NH7 Weekender, The Great Indian Oktoberfest, and Sunburn have heavily used social media to build these properties extensively.
Coca Cola India’s ‘Coke Studio’ at MTV has established a dynamic music property that brings together diverse artists from different genres and countries to one platform and has set a benchmark for music lovers. The second season was the highest downloaded musical project across all platforms and is amongst the most successful and the highest ‘pre-booked’ album last year on Flipkart.
Similarly, Bacardi India’s ‘Dewarists’, a TV show, won bronze medal at Cannes Lion 2012 Awards for Branded Content and Entertainment category. The show’s official YouTube channel garnered over 1.7 million views, making it the top rated brand channel in the country at the time. Through distribution of the 10 collaborative tracks created during the show, Dewar’s India Facebook page generated over 3.2 million social engagements and over 120,000 downloads.
To build ‘advertising opportunities’
According to the FICCI-KPMG Indian Media and Entertainment Industry report, technological innovation, coupled with creativity and innovation in marketing, is playing a huge role to help these music websites stay in the game. For instance, the website iMusti is offering advertisement free music for seven days for signing up or login through Facebook, followed by a paid model if the customer wishes to continue.
Social music streaming service Dhingana is focusing on social media marketing. It claims to have witnessed growth of more than 600 per cent in terms of registered users in Q1 2012, mainly due to integration with Facebook. Apart from social networking features, it also offers users a personalised music recommendation service. The service allows users to listen to music their friends are listening to, create a music playlist, share it with an online community and get their feedback.
The report also stated that in the near future, brands are expected to drive music properties and create an enriching experience that drives the audience and is at top of the mind for brand recall. Adopting new revenue models in order to generate new revenue streams, music companies are now embracing various digital distribution models and licensing content to online music services.
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Mark Zuckerberg announces new WhatsApp app for Windows
The app will enable group video calls with up to 8 people and audio calls with up to 32 people
By exchange4media Staff | Mar 23, 2023 3:25 PM | 1 min read
Facebook CEO Mark Zuckerberg has announced a new WhatsApp app for Windows, which will enable group video calls with up to 8 people and audio calls with up to 32 people - all from your desktop.
Making the announceemnt on Facebook, he wrote, “Launching a new WhatsApp desktop app for Windows. Now you can make E2E encrypted video calls with up to 8 people and audio calls with up to 32 people.”
“The new Windows desktop app loads faster and is built with an interface familiar to WhatsApp and Windows users. You can host group video calls with up to 8 people and audio calls with up to 32 people. We’ll continue to increase these limits over time so you can always stay connected with friends, family and work colleagues.
Since introducing new multi-device capabilities, we’ve listened to feedback and made improvements including faster device linking and better syncing across devices, as well as new features such as link previews and stickers.
As we continue to increase the number of devices which support WhatsApp, we’ve just introduced a new WhatsApp beta experience for Android tablets. We’re also launching a new, faster app for Mac desktops that is currently in the early stages of beta,” he wrote further.
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MarTech can brilliantly answer the ROI question: Hareesh Tibrewala
The Joint CEO of Mirum India spoke to e4m Editor Naziya Alvi Rahman on a host of questions with respect to the India MarTech Report 2023 that will be unveiled at the e4m Pitch CMO Summit today
By Naziya Alvi Rahman | Mar 23, 2023 2:41 PM | 1 min read
Hareesh Tibrewala spoke to e4m on a host of issues related to MarTech while delving deep into the India MarTech Report. He started by addressing the roadblocks in the implementation of MarTech in the country.
He also explained the point about MarTech explorers in terms of the sectors, which is invested in this marketing technique.
Tibrewala further spoke about how martech was critical in the role of a marketer and how it could be extremely significant for calculating ROI.
The conversation also veered toward the importance of MarTech in the cookie-less world and the advent of Web3.
Watch the entire conversation here.
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Google opens up access to Bard
In a blogpost, Google said that Bard could provide tips or explain several posts
By exchange4media Staff | Mar 23, 2023 1:07 PM | 1 min read
Google has said that it is opening up access to Bard, the ChatGPT competitor, as per media reports.
The tech major will be expanding the access to Bard in more countries and languages.
In a blogpost, Google said that Bard could provide tips or explain several posts.
Google unveiled Bard in February. Alphabet CEO Sundar Pichai announced the soft launch of the AI to "trusted testers".
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MarTech no longer only about marketing, it needs to drive sales: Mirum India report
The survey for the report shows 88% of respondents expect to increase spending on MarTech over the next 3 years
By exchange4media Staff | Mar 23, 2023 12:43 PM | 2 min read
Mirum India, a Wunderman Thompson company, has put together a report on the emerging MarTech landscape in India.
The report captures how MarTech solutions are being utilized by brands to effectively communicate their brand messages to the right set of audiences at the right time.
The report highlights that while the global spend on MarTech solutions is around 25% of the total marketing budget, in India, majority organizations spend less than 15%, indicating significant potential for growth. With MarTech spending set to increase across company sizes and sectors, 88% of respondents expect to increase their MarTech spending over the next three years. The report also emphasizes the need for brands and organizations to work with growth partners as preferred by MarTech HEROES, focusing on ROI, and delivering value to the brands.
The report will be unveiled on March 24, 2023, at the e4m Pitch CMO Summit in Mumbai. The summit will see India's most reputed brands and top management coming under one roof to interact and share insights on their game-changing success stories.
Speaking on the report, Hareesh Tibrewala, Joint CEO – Mirum India, said, "The estimated size of the MarTech industry in India is expected to be between $35bn and $50bn by 2026, presenting a sizeable opportunity for businesses. Our latest report highlights how brands are using MarTech solutions to effectively deliver the right brand message to the right customer at the right time, creating fabulous customer experiences and increasing brand loyalty. It is interesting to note that marketers globally spend 25% of their budgets on MarTech solutions, and our report shows the emergence of MarTech EXPLORERS, who are keen to leverage the power of MarTech. This presents an exciting opportunity for businesses to grow and thrive in the ever-evolving digital landscape."
CVL Srinivas, Country Manager – WPP India said, "To succeed in the rapidly evolving tech and data driven world, organizations need good marketing automation tools and diverse skill sets. The report highlights the need for growth partners, preferred by MarTech HEROES, to ensure strong ROI for clients. It brings clarity to the ecosystem and presents an exciting opportunity for businesses to create fantastic customer experiences and increase brand loyalty. At WPP, we've invested heavily in building our tech and data practices, creating a comprehensive ecosystem where value is delivered at every touchpoint."
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Why contextual advertising is making a comeback
As part of e4m TechTalk, Dimpy Yadav, General Manager - Xaxis India, writes contextual advertising is re-emerging for delivering relevant & targeted messages to India’s audiences
By Dimpy Yadav | Mar 23, 2023 9:18 AM | 4 min read
For years, contextual advertising has taken a back seat in favour of hyper-personalised behavioural targeting. But with tightening regulations and deepening concerns around data privacy, contextual advertising is reasserting its place within India’s marketing ecosystem. And it’s about time too.
Contextual advertisement placement is a proven marketing strategy that dates back to the very origins of the modern industry. In today’s digitised world, this tactic involves showing ads that are directly relevant to the content that a user is viewing or even to the user themselves. They can align contextually with anything from a web page to a geographic location or even the weather.
So why is contextual advertising making a comeback in India in 2023? And how can the nation’s marketers and agencies rise to this new digital challenge?
The right context
It’s been seven years since the Indian government launched its digital India campaign and the nation’s digital economy has grown at a phenomenal rate – 2.4 times faster than the overall economy between 2014 and 2019.
Meanwhile, smartphones have become more affordable, internet infrastructure has expanded, and data has become significantly cheaper. Since the outbreak of COVID-19, the adoption of digital interactions has accelerated even further, with food deliveries, telemedicine, and online gaming surging in first-time usage.
For marketers, digital and mobile media have become more accessible and cost-effective mediums. This year, advertising spending on mobile is expected to comprise 78 per cent of India’s total digital media expenditure. According to eMarketer, mobile ad spending in India grew YoY by 35.9 per cent in 2021 and is forecasted to grow by 28.4 per cent in 2022
India’s digital explosion comes amid a tectonic shift away from the third-party data collection that marketers have relied on for years. Consumers have become more cautious about the data they share online while global regulations around data collection like the European Union’s General Data Protection Regulation (GDPR) have constrained brands’ unfettered access to personal data. In this climate, contextual advertising, which leverages the content of the environment instead of the personal data of its visitors, serves as a privacy-friendly alternative.
A loyal audience
One of the key criticisms of social media over recent years is the potential to miss or misuse key contextual information. Although social media gives brands access to massive audiences, campaigns can easily fall flat if they aren’t executed in just the right context. Even the best creative cannot drive engagement when it appears in an irrelevant or inappropriate environment.
But that dependence on its environment is also one of contextual advertising’s greatest strengths. When utilized in partnership with established publications, it capitalizes on the built-in trust and loyalty that those outlets already enjoy with their audiences. When a receptive audience is combined with the modern capabilities of global scale, digital precision, and algorithmic efficiency, the results can be powerful.
Trust in context
Improvements in targeting capabilities and data analysis have also made it possible for advertisers to target audiences through keywords and topics as well as demographics and interests. Marketers can meanwhile be selective about the types of content they want their ads to run alongside, reserving their investments for audiences that are more likely to take an interest in their products and, therefore, more likely to engage with them. For these reasons, they can feel confident that their content will be well received and their investments will be profitable.
Still, marketing based on context may be a difficult transition for industry leaders who are more familiar and comfortable with behavioural targeting. But it’s hard to argue that the shift towards a contextual mindset will be anything short of necessary and more than likely fruitful. Recent research by Integral Ad Science (IAS) revealed that Indian consumers are more likely to positively receive and remember contextually relevant ads.
Last but not least, contextual advertising will aid marketers in the desired outcome from their campaign. According to a study conducted by IAS and personal computer manufacturer HP, purchase intent was 14 per cent higher among consumers who viewed the in-context ad. In addition, consumers reported a 5 per cent increase in positivity toward the HP brand after seeing an in-context ad
As third-party personal data is becoming less accessible, contextual advertising is growing more sophisticated, giving marketers the power to meet receptive audiences with relevant content. That’s a fundamentally sound path to success that benefits both brands and consumers alike.
Most significantly of all, it has the potential to transform digital media investments into real-world business outcomes. Although the value of premium publishing has always existed, marketers are now able to prove its success with clarity and maximum return on expenditure.
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Brands can be the real winners as gaming firms hit the jackpot with innovative games
Indian gaming firms received $1.4 billion investment over the past five years. This opens up huge opportunities for advertisers
By Kanchan Srivastava | Mar 23, 2023 8:55 AM | 4 min read
The Indian gaming ecosystem, which boasts of more than 1,100 startups and a 40 crore-strong gaming communities, is thriving like never before. With their unique offerings such as NFT-based games, fantasy sports, real-money games and cash prizes, home-grown firms have gained popularity across the globe. Over 86 Indian firms have received $1.4 billion investment over the past five years, including two unicorns and seven soonicorns, according to a latest report of the research firm Tracxn.
Globally, gaming firms received $20.4B funds over the past five years. Of this, India’s share is roughly 6.8%. The United States (42.2%) Chinese (18.3%) firms got the lion’s share.
Fantasy sports platform MPL ($150 million), which is a unicorn, is among top 10 funded companies globally over the last 2 years. Games24x7, another Unicorn from India, also received $75 million.
Soonicorns like Zupee ($72 M), WinZO ($65 M), Hike (NFT gaming, $261 M), JetSynthesys, Octro, EloElo and Games2win also bagged the jackpot. Even four early stage startups-Bombay Play, One World Nation, Studio Sirah, Awon Gamez-have also managed to win their first rounds of funding over the last year.
Even as the cryptocurrency sector across the world tanked, Venture capitalists have shown keen interests in Indian Web3 gaming startups that offer play-to-earn (P2E) entertainment and use crypto coins and NFTs for transactions. Companies with blockchain-based offerings pocketed $620 mn in 2022. Gurugram-based Rario, Bengaluru-based Lysto.io and Delhi-based Hike are among them, Tracxn data says. Hike pivoted from instant messaging to social, gaming, and crypto in 2021 only.
“Indian gaming companies have been building local products with capabilities to cater to mobile-gaming markets across the world. Gaming as a category has shown itself to be driven by a highly monetizable audience base: one that tends to spend a lot of time on content and online engagement, is likely to be a trend-setter, has the propensity to spend and is often the chief purchase influencer in his/her family and friend circle,” opines Piyush Kumar, Founder & CEO, Rooter - Gaming and Esports Content platform.
He further noted, “Indian gaming startups have been quick to encash this opportunity. Gaming content platforms like ours are building scalable, tech-driven, revenue-generating models that have garnered interest from marquee global investors.”
According to Rohit Agarwal, Founder & Director, Alpha Zegus,
“Since gaming is an industry that is completely digitally led, there is an almost infinite reserve of digital content that can be converted into NFTs. Also, the gaming audience is more tech-driven and understands the concept of NFT quite easily. These two factors give the NFT-based gaming industry a big advantage.”
Karan Taurani, senior VP of Elara Capital, echoes the sentiments. “Indian gaming companies have quickly realized the shift of casual gamers towards real-money games. Web3 gaming is a far more sustainable ecosystem for both players and gaming companies and hence there are huge growth opportunities. Investors know this fact.”
Big opportunity for brands
Such overwhelming investment in the Indian gaming startups opens up a huge opportunity for advertisers. Most of the gamers are young and have a significant purchasing power.
The Indian online gaming industry is estimated to grow to more than Rs 15,000 crore in 2023, representing a CAGR of nearly 22%, as per the latest 'India Online Gaming Report' of GroupM.
“Most of the potential of this platform is still unutilised”, an advertising executive said. He added, “Gaming platforms offer tremendous scope such as in-app advertising, brand integration, rewards and advergaming. Brands can also reach their target audience through communities, e-sport tournaments, team associations, NFTs and influencers.”
The in-game advertising market globally is estimated to grow at a CAGR of 7% to reach about US$220 billion by 2027, almost two-fold compared to 2020, according to a report of Research and Markets.
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How Nikhil Gandhi led strategic growth for MX Player
Gandhi, who has stepped down as COO, had three focus areas to drive the platform’s evolution when he took over the role two years back
By exchange4media Staff | Mar 23, 2023 8:24 AM | 2 min read
Nikhil Gandhi, who stepped down as the Chief Operating Officer of MX Player on Wednesday, has the credit of leading the OTT platform for two years with a specialised business strategy.
Gandhi made a mark with his team leadership, brand management, and strategies for generating revenue through digital content.
When Gandhi joined MX Player from TikTok, he was clear on three key areas for growth. The first was to grow users in India and internationally and expand MX Player’s markets by increasing the watch time on the app. Secondly, he spoke of deploying data in creating strategies for content and the third area was to identify new business areas. Gandhi had spoken about these key focus points in an interview with e4m in May 2022.
With Gandhi at the helm, MX Player emerged as the fastest-growing OTT platform in India. As per Data.ai’s “State of Mobile Report”, released in January this year, MX Player was India’s most-downloaded OTT app and the third most-downloaded worldwide in 2022.
Industry observers shared that Gandhi had bigger plans. “He has been striving to take the AVOD model to the next level and crack the Bharat market, which largely relies on cost-free entertainment options,” an industry expert said.
He was also instrumental in acquiring the Lionsgate library for international content, industry sources said.
MX Player has over 650 advertisers on its platform, Gandhi had said last December, explaining how his “team goes into smaller markets and gets new advertisers”.
Under his leadership, the platform was able to launch several new initiatives in the last one and a half years. Among them was MX Advantage, the self-serve ad platform targeted at Small and Medium Enterprises (SMEs). It allows new advertisers to log in and place ads on the platform. MX Player also helps brands design their ads.
Another feature, launched in October 2022, was MX Live. It helped creators monetise content. MX Live works on a D2C model that allows content creators to interact with fans through live sessions. Users can even buy MX coins and MX tokens.
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