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More Deals Emerge as Players Eye TikTok’s India Base

ShareChat’s Moj has inked a music licensing deal with T-Series, while JioSaavn and Triller have announced a partnership

Anurag Tagat Aug 27, 2020

Triller's new integration on JioSaavn (left) and ShareChat's short video platform Moj (right) have made new moves in the Indian market.

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Following the ban of TikTok in India in late June, several competitors were quick to spring into action and with talk of a possible buyout of the Chinese video sharing app by Indian corporate Reliance’s Jio brand, plenty of wheels are still in motion when it comes to eyeing a share of the 200 million-plus users.

One of the latest developments ties together one of the country’s biggest record labels, T-Series, with social media venture ShareChat-built video platform Moj. Yesterday, ShareChat and Moj signed a music licensing deal with the label to gain access to the T-Series catalog.

With a reported total of over 180 million active users on ShareChat and Moj, the T-Series hits and deep cuts will all be accessible for content creators. ShareChat claims to be “the first and only Indian social media and short video platform to sign partnership deals with various music labels,” according to a press release. Representatives for T-Series and ShareChat laid emphasis on the importance of not just providing more music to more users, but also on “respecting the copyrights,” as the label’s managing director Bhushan Kumar termed it.

Elsewhere, one of TikTok’s biggest global competitors, Triller, entered a global partnership with music streaming platform JioSaavn. This comes even as JioSaavn’s parent company Reliance is in talks with TikTok owners ByteDance. Triller CEO Mike Lu said in a statement, “Internationally, Triller already has licensing partnerships with the majority of the top studios, including Warner Music Group, Sony Music Entertainment, and Universal, allowing users to create content with an extensive catalog of music. This association is a step forward in localizing and personalising our app’s appeal to the Indian ecosystem.”

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In addition to providing exclusive Triller video content from top artists and creators, JioSaavn will also over time feature modules of Triller videos for as many top streamed artists as possible, updating weekly, a statement provided by the music company mentions. According to recent figures, Triller claims roughly 70 million active users a month and 250 million downloads worldwide.

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