Airtel launches Wynk Studio to monetize independent music


NEW DELHI : Bharti Airtel on Thursday launched Wynk Studio, a web-based platform that will help Indian and international artists launch and monetize music across multiple platforms.

India’s second-largest telecom service provider, which has been focused on generating revenue from its digital properties – Airtel Xstream, Airtel Ads, Airtel IQ, among others – will develop and monetize the Wynk music platform with this initiative.

The carrier will get a share of the revenue share from the number of streams of each song on any platform, through subscription, ad-free mode, or content sharing with other streaming services such as Spotify and Youtube.

“It’s a win-win situation for all, artists get paid 70% of every stream on any platform, customers can listen to new independent music and we as platforms let’s get revenue from revenue sharing,” Airtel Digital Managing Director Adarsh ​​Nair said. .

Indie music, or music by independent artists, is becoming popular with some finding their way into big name Bollywood films, take for example the title track of Deepika Padukone’s starring film Gehrayiyaanwhich has been among the top songs on multiple music platforms.

Nair said Airtel is exploring this stream of monetization as Indians spend an average of around 21 hours a week listening to music compared to a global average of 18 hours. Nearly 30% of the top charting songs across all music platforms in India today are from independent artists and these independent artists are all poised to drive industry growth by 50% from around 2,000 crore to 3,000 crore industry by 2025.

Wynk Studio plans to launch 5,000 independent artists by next year on the platform and has planned 100 crore to promote local talent, with over 130 artists already signed and streamed on the platform. The platform aims to increase its listener base to 100 million within a year, up from 75 million currently.

Nair added that artists with the Wynk Studio platform will also benefit from international exposure as the content will be distributed globally through the Wynk music app and other streaming platforms, and thus their revenue per streams will be in the local currency where the music is played.

“Artists can make a living from music because the platform supports the discovery and monetization challenges typically faced by independent artists. The music creator economy is in a nascent stage but is poised to grow significantly,” he said.

The music will be made discoverable through recommendations on the Wynk app using neural networks and machine learning algorithms, he added.

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