Music labels, celebs tie up with short-form creators

by Anna Munhin Jun 5, 2023 News
Music labels, celebs tie up with short-form creators

Meta collaborated with Amazon Prime Video to allow its creators to appear in their shows. The actors collaborated to promote their new brands. Host workshops, enable social commerce features, and live-stream user interactions are some of the new strategies short video creators are using.

According to a recent report by Ficci and professional services network EY, there are 150,000 professional content creators who monetize their services in India.

Short video apps attract large and engaged audiences. Many platforms are teaming up with them. Initially limited to urban areas and top-tier content creators, this trend has now expanded to regional people. The platform collaborated with series like Hunter and Gutar Gu on Amazon MiniTV, allowing creators to incorporate tunes from upcoming artists and generate content for their followers.

creators are looking at strategies to stay relevant, boost their revenue streams, and engage with their audience Social commerce, live streaming, merchandising, and creating their own brands are some of the approaches they are adopting. Team Naach is a dance content creator duo that runs dance workshops. "Many creators have ventured into industries such as fashion, beauty and lifestyle." said Mrunali Dedhia, vice president of influencer marketing agency Chtrbox.

Gunjan Arya, chief executive officer at Only Much Louder, an artist management company and content production house, pointed out that Dolly Singh launched her candles in collaboration with rad living, making for a tangible product associated with her personal brand.

Navin Lalwani, associate director, content and strategy Moj and Sharechat said the platform has collaborated with music labels like Saregama and T-series to promote and popularize over 20 songs.

Several industry experts point out that a lot of online creators today have access to consumer data that helps them use the right content to create the right brand noise or voice. Live streaming their behind-the-scenes activities and conducting Q&A sessions on different aspects of their lives has become a significant trend. This concept has been taken to a whole new level by Vlogging, where creators document their content creation process from start to finish. Fan meet-ups, virtual hangouts, and conventions are organized by creators. How creators manage fan engagement is one of the most important aspects of staying relevant. They respond to comments, conduct contests and give away prizes, showcase fan artwork and user-generated content, and incorporate fan suggestions into their content.

There is a way for creators to monetize their online presence and engage with their fans. Aahana Mehta, director of talent partnerships at Pollen, said that they can create and sell various items, such as clothing, accessories, artwork, or personalized products that align with their brand or content

Christina Furtado said that illustration, art, and animation give creators the chance to collaborate with various brands and design their own merchandise, create content for brands, illustrate books, design packaging, logos, and apparel, and explore the world of NFTs.

There has been a focus on regional apps in the content creation space. Rajni Daswani is the director of digital marketing at SoCheers. Komal Pandey, aninfluencer in the beauty and fashion domain, has decided to make videos in Hindi. The regional languages of Maharashtra and Gujarat have been added to the list of Ashish Chanchlani's languages.

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There is a new date of 5 Jun 2023.