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Reliance Industries-owned Jio Platforms has launched a short video app in India called “Platfom”, which it developed in partnership with Creativeland Asia and Rolling Stone.

The platform bills itself as a “short video app for entertainers.” The app will seek to attract singers, musicians, actors, comedians, dancers, fashion designers and creators, and the platform’s goal is “to move the economic needle of creators from ‘watch me’ to book me.”
Rolling Stone IndiaJio Platforms and Creativeland Asia highlighted the Platform’s ability to allow talent to monetize their in-app content.
“Platfom does not prioritize paid algorithms that define growth, but instead allows creators to rise through rank and reputation – organically, resulting in the monetization of their talent.”
“Platfom does not prioritize paid algorithms that define growth, but instead allows creators to rise through rank and reputation – organically, resulting in the monetization of their talent,” the statement said.
It could be India’s answer to TikTok after the world’s most dominant short-form video platform was permanently banned in the country in June 2020, along with nearly 60 other Chinese apps.
The companies behind the Platform did not explicitly state how creators can monetize their content on the Platform, but noted that the goal of the app is to allow artists to be recognized and monetize their videos. Creators will be ranked based on fan base growth and content engagement – not paid promotions.
Rankings will be indicated by silver, blue and red ticks.
Additionally, Platfom will also help promote bookings for artists. The app will have a dedicated ‘Book Now’ button on all creator profiles. This way, users, fans and brands will be able to communicate with artists and book them for performances, partnerships, white label production and more.
Rolling Stone India will also feature select creators in digital editorials. The platform has already started onboarding talent in beta and the app will be released in January 2023.
The application will be powered by Jio Platforms technology infrastructure. Jio Platforms is the holding company for India’s largest mobile network operator Jio.
Reliance, which owns Jio Platforms, already operates an online music streaming service called JioSaavn.
Commenting on the launch of the Platform, Jio Platforms CEO Kiran Thomas said, “Our mission at Jio Platforms is to harness the power of data, digital and cutting-edge technologies to create re-imagined solutions and experiences for our customers, helping them to that way to deliver different market offerings and business growth.”
“As part of the RIL Group, we have successfully delivered India-level platforms and solutions across multiple industry verticals, including telecom, media, retail, manufacturing, financial services, education and healthcare. We are thrilled to partner with Rolling Stone India and Creativeland Asia to create Platfom, a world-class product that enhances the creator’s journey at every step with a range of pioneering offerings for Indian creators.”
“We’re excited to move the creator economy needle from ‘watch me’ to ‘book me.'”
Sayan Raj Kurup, Creativeland Asia Group
Sayan Raj Kurup, founder and chairman of Creativeland Asia Group, and founder of Platform, adds, “We’re excited to move the creator economy needle from ‘watch me’ to ‘book me.’ It has several intelligent monetization features that will soon help entertainers and creators monetize their skills and talent like never before.”
“We combine the stature and authority of Rolling Stone India with the power of the Jio ecosystem and the creative innovation of Creativeland Asia to give the voice of emerging talent more power.” And catapult up-and-coming entertainers across music, cinema, comedy, dance and more to stardom through Platform.”Music Business Worldwide
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