iWorld
Google’s new acquisition of branded content platform will bring marketers to YouTube
MUMBAI: Google, which has been concerned about the monetization for YouTube for a while, released a statement recently about the acquisition of FameBit. Terms of the deal weren’t disclosed.
The deal will enable YouTube to increase the number of branded content opportunities available. This will bring in more revenue into the online video community. Google’s vice president of product management Ariel Bardin, said the primary goal was to mainstream YouTube marketing. This would enable to make it a part of every brand’s monthly social media advertising strategy, he added.
FameBit is a tech startup which helps marketers to connect with digital influencers through a video platform. It presents a marketplace for the video creators to contact marketers that would be keen to sponsor their visual content. This deal will prove to be profitable for Google to help the creators on YouTube connect better with brands. It would also enable advancement of their technology for the same.
While Google helps big TV brands connect with its top channels and talent through its three-year-old Google Preferred program, the social media influencer ecosystem is vast, and not limited to YouTube. FameBit can connect brands to talent on Instagram, Vine and other platforms.
This deal is an important step to bring in sponsors not just for YouTube as a whole, but also for its individual creators. YouTube had been working to bring in financial support through its partner program. This succeeded in causing the growth of various multi-channel networks that creators had joined for business resources and ad sales.
FameBit aims to bring more automation and data science in the process of connecting brands with digital talent. This platform has been used to brand 25,000 videos. Digital innovators can use the software of FameBit to set up profiles. After doing so, brands can search for potential matches among thousands of creators which interest them. This is based on various criteria like the innovator’s audience demographics. The marketers can later hire the innovators to mention their brands in the videos or even create videos to advertise their brands.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
