Wynk Studio, a part of Airtel’s Wynk Music ecosystem, is diversifying its offerings by entering the realm of movie music distribution. The platform recently secured its first distribution deal for the movie “Love All,” which is based on the life of badminton player P. Gopichand. This expansion into movie music distribution aligns with Airtel’s broader strategy to monetize its digital ecosystem, which includes Wynk Music, as well as its growing 5G network infrastructure.
Wynk Studio’s Foray into Movie Distribution
Wynk Studio, India’s largest music distribution ecosystem, has made its initial foray into movie music distribution by acquiring the rights to distribute the music of “Love All.” The movie features a total of five tracks, all of which are now available on Wynk Music for users to enjoy.
Airtel sees this move as an opportunity to open new avenues for producers seeking digital distribution options. Wynk Studio, initially established to provide independent artists with a platform for monetization and discovery, has already gained significant success in supporting independent artists. Currently, the platform boasts over 1,000 artists in its roster.
Wynk Digital Ecosystem and Its Evolution
Wynk Music, launched in September 2014, quickly became India’s leading music streaming app, with a large user base in terms of downloads and daily active users. During the pandemic-induced lockdown, Wynk introduced Wynk Stage, offering live concerts and performances by top artists through smart screens. Building on this success, Wynk Studio was introduced in August 2022.
Wynk Studio serves as a dedicated platform for independent artists, providing them with opportunities for monetization based on the number of streams their music receives. Now, this feature is being extended to smaller movie producers with limited budgets for music distribution, allowing them to leverage the Wynk ecosystem’s capabilities.
Airtel’s Vision for Independent Artists and Monetization
Airtel is committed to empowering independent artists and creators to monetize their work effectively through Wynk Studio. The platform ensures that artists receive compensation for each stream, making it a valuable resource for musicians seeking to reach a broader audience and generate income from their creations.
As Airtel continues to rapidly deploy its 5G network infrastructure, users can expect enhanced engagement and interaction features within the Wynk ecosystem’s concert offerings. Airtel’s 5G Plus network is already available in over 5,000 cities as of August, with plans to extend 5G services to every town and significant rural area by September 2023.
With Wynk Music offering music in 15 Indian languages and regional songs accounting for over 30% of total streams, Airtel aims to cater to diverse linguistic preferences across the country. The platform has witnessed significant growth in songs from various regional languages, reflecting the cultural diversity of India’s music landscape.
As Airtel explores avenues to monetize both its music platform and expanding 5G network, it positions itself to offer innovative and engaging content to users while supporting independent artists and creators on their journey to success.
