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What happened
Indian music labels are adapting to the changing landscape of the music industry by focusing on short-form video platforms and generative AI. Executives from major labels believe that these innovations will be crucial for future revenue growth. Platforms like Instagram Reels and YouTube Shorts are becoming increasingly popular, and labels are optimistic about monetization opportunities as these platforms develop advertising-led models. Currently, revenue from short formats is limited, but executives expect this to change. Additionally, generative AI is being utilized to create new videos for older tracks, significantly reducing production time and costs. This approach aims to engage younger audiences by pairing classic songs with modern visuals. The industry anticipates a productivity boost from AI, which could enhance content creation and audience engagement by 2030.
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Key insights
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1
Short-form video growth
Labels see short formats as key to capturing new audiences.
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AI in content creation
Generative AI is streamlining video production for music tracks.
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3
Revenue-sharing models
Labels expect a shift from lump-sum deals to revenue-sharing.
Takeaways
The strategic focus on short-form content and AI by Indian music labels reflects a significant shift in the industry, aiming to enhance revenue and audience engagement in a rapidly evolving digital landscape.