One of the challenges for independent freelance music artists is how to monetize their work consistently. Perhaps this is where Wynk Studio can come in handy. Launched by Bharti Airtel’s Wynk Music which is among India’s top music streaming apps, the studio hopes to be the biggest music distribution ecosystem for independent artists based in India and abroad.
It will allow artists to release their music and will also partner with them in monetizing their music across multiple platforms and will be part of Airtel’s portfolio of digital products, which includes Wynk, Airtel Xstream, Airtel Ads, Airtel IQ, among others.
How Wynk Studio will help an artist
Independent artists are expected to be the linchpin of the music industry for years to come. Indians spend, on average, around 21 hours a week listening to music, against a global average of 18 hours. According to a study, nearly 30% of the best performing songs on any music platform in India are now by independent artists. and its contribution is expected to increase the industry by 50%, from approximately Rs 2,000 crore at present to Rs 3,000 crore by 2025.
In a statement, Wynk Studio said it plans to launch 5,000 independent artists on the platform within the next year. “This will bring undiscovered talent frustrated by the music industry’s three most pressing problems – discovery, monetization and analysis, which together determine the difference between success and failure in the Indian music industry,” the company said in its statement.
He said the company will help an artist on three fronts: discovery, monetization and data analysis.
Once Wynk Studio releases an artist’s music on the Wynk music app and other music platforms as well, listeners can save, download and even follow the artist on the Wynk app. The studio will also “help emerging artists achieve record streams within competitive timeframes through the support of Airtel’s strong distribution capabilities.” Additionally, using Airtel’s data science capabilities, artists can create commercially viable music.
Wynk said he has earmarked Rs 100 crore to promote local talent on the app and enable their discovery. Wynk Studio already has over 100 artists on the platform from India, Singapore and the United States. She also gave examples of some artists handpicked by her.
Adarsh Nair, CEO of Airtel Digital, “The music creator economy is at an early stage, but it is on the cusp of growing significantly. With Wynk Studio, we are building a platform that allows an aspiring musician to pursue their passion and earn income at the same time.”
Wynk offers music in 15 Indian languages and regional songs now account for over 30% of total in-app streams.