The oldest record label in India, Saregama announced a global deal with YouTube for YouTube Shorts — the company’s short form video sharing platform. The collaboration will allow users all over the world to create short videos using the music label’s huge catalogue of Indian music.
The label is home to more than 1.40 lakh tracks spanning different genres, languages and includes film as well as non-film music like devotional tracks, indie pop, ghazals and more.
The company released a statement that said, “YouTube Shorts creators will now be able to use music from one of the most extensive music libraries of India, which includes classics from legends like Lata Mangeshkar, Kishore Kumar, Mohammed Rafi, Asha Bhosle, Gulzar, Jagjit Singh, RD Burman, Kalyanji Anandji, Geeta Dutt, Laxmikant Pyarelal at the same time latest hits from Badshah, Neeti Mohan, Papon, Adnan Sami and many other contemporary artistes.”
The popularity of short video content has grown multifold in the last few years. In India alone, short form content is growing exponentially with a 300-million monthly active user (MAU) base courtesy improving quality of content, digital advertising and algorithms.
This is expected to reach 600 million and 67% of all smartphone users by 2025. Presently, only 1% of overall digital advertising spends are relegated to short video apps. Short form advertising is touted to increase to 10 to 20% by 2030.