Gurpreet Singh launches Good Practice Media for creator economy growth

MUMBAI: Every creator story needs a sequel and this one begins with a new script. Creator economy veteran Gurpreet Singh has launched Good Practice Media, a new venture focused on helping creators, brands and businesses build long-term media value across India and the Middle East.

The launch marks Singh’s latest entrepreneurial move after nearly 20 years in digital media, where he has worked across creators, talent management, content, brand partnerships and digital entertainment. In a social media post announcing the venture, Singh said the company is designed for the next phase of the creator economy, where creators are evolving from audience builders into owners of intellectual property, products and sustainable businesses.

Good Practice Media will work with creators, brands and companies to develop talent strategies, brand collaborations, content, cross-border partnerships and creator-led ventures. The company also plans to help businesses entering or expanding across India and the Middle East build cultural relevance through local storytelling and strategic creator partnerships.

“This is a new chapter, but one built on everything I have learned so far,” Singh wrote, describing the company as being “built on experience, driven by taste and rooted in good practice.”

The venture builds on an extensive career spanning multiple phases of India’s digital media evolution. Singh co-founded One Digital Entertainment in 2012, helping establish one of Asia’s largest creator, influencer and digital video networks. Over the years, the company expanded into influencer and artist management, content production, digital rights, merchandising, audio and video distribution, events, AI and Web3 initiatives.

He also co-founded Social Nation in 2019, which grew into one of Asia’s largest creator economy communities and festivals, alongside New Media Holding and merchandise platform MerchGarage, which connects creators, artists, celebrities and entertainment brands with fans through licensed merchandise.

Before his entrepreneurial journey, Singh held leadership roles at Viacom18, MTV Networks, UTV New Media, Hungama Mobile and several early mobile content businesses, playing a key role in shaping India’s digital content, mobile media and value-added services ecosystem.

With the creator economy increasingly shifting towards intellectual property, commerce and cross-border opportunities, Good Practice Media is positioning itself at the intersection of culture, creators and brands betting that the next chapter of digital media will be built not just on influence, but on lasting business value.