iWorld
Tiki joins The Game Awards 2022 as global distribution partner
Mumbai: Tiki has announced its partnership with The Games Awards as their global distribution partner in India. With this, Tiki has gone the extra mile to contribute to the fastest-growing segment of the media and entertainment industry in India: the gaming sector. Tiki is the only short video platform in India to offer live streaming of the ceremony, and along with that, the brand has launched a collaborative hashtag #RealVSGame filter for the creators.
The Game Awards brings together game creators, esports athletes, digital influencers, fans, and the entertainment industry for a night of awards, exclusive game world premieres, and musical performances. In 2021, it delivered over 85 million live streams and was hailed as “the Oscars for the gaming world” by the New York Times. It is one of the largest live-streamed events of the year on the internet.
On the collaboration, Tiki CEO Ian Goh said, “Tiki is thrilled to announce that we’ve joined hands with The Game Awards (TGA) as its global distribution partner to bring world-class entertainment content to our 30 million-strong Tiki community. The amplified cultural impact of gaming, combined with the promise of the metaverse, has generated a plethora of opportunities for the creators. Gamers are passionate and tech-savvy but are also quite interested in fashion, fitness, and food. Therefore, Tiki aims to become a one-stop destination for all the needs of our creators.
Commenting on the partnership, TGA executive producer and host Geoff Keighley said, “Our partnership with short video platform Tiki highlights our commitment and effort to acknowledge and support the gaming sector in India. Through social media, the entertainment industry has the ability to vastly grow its audiences, not just locally but at a regional level as well. We bring together a diverse group of game developers, gamers, and notable names from popular culture to celebrate and advance gaming’s position as the most immersive, challenging, and inspiring form of entertainment. We strive to recognise those who improve the well-being of the community and elevate voices that represent the future of the medium via Tiki.”
The Indian short video market has experienced massive growth in the last two to three years. Short video formats are making inroads everywhere, from entertainment to commerce, edutainment to customer service, and even enterprise discussions. They are, undeniably, the medium of the future, and no one can afford to miss this train.
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.
