iWorld
Universal Music India’s Revibe presents “#BreakoutStar”
Mumbai: Universal Music India proudly announces the launch of “#BreakoutStar,” a brand-new talent hunt to discover India’s next singing sensation. This talent hunt will offer aspiring artists a global stage to shine.
With a rich catalogue spanning chart-toppers, classics, and contemporary hits that resonate across generations, UMG India has always been at the forefront of honing new talent. Now, with a sponsorship from YouTube Shorts UMG India is set to propel the stars of tomorrow into a much-deserved limelight.
Renowned music stars Amit Trivedi and Aastha Gill will headline the panel of judges for “#BreakoutStar,” adding their valuable expertise and insight to the whole initiative. The talent hunt will span over 3 months, promising an exciting journey spanning various stages. The winner of #BreakoutStar will receive a slew of prizes – namely a one-year contract with Universal Music India, a music video opportunity, and a home studio setup!
In a subtle nod to the partnership, Fever FM, the radio partner for “#BreakoutStar,” will showcase the top five contestants on their show Soundbox, amplifying their reach and exposure across their listeners.
Speaking about the initiative, Universal Music India & South Asia EVP & head of content Sanujeet Bhujabal commented, “The Breakout Star property in partnership with Universal Music India and YouTube Shorts is an exciting initiative to find the next singing star using the power of catalog. This initiative is a part of the catalog re-surfacing exercise under the REVIBE brand of Universal Music. UMI has always been about keeping the artists front and centre – and the next big artist can be found anywhere – from the biggest of metros to the smallest of towns. Youtube Shorts, which averages over 70 billion daily views globally, has fast emerged as a key short video tool for artists to express themselves and connect with fans. The collaboration of both these entities is a natural fit, as we leverage off each other in fashioning a narrative that enables budding artistes from absolutely anywhere in the world, to get a well-deserved platform to showcase their talent.”
Additionally, YouTube director, music partnerships (India, South Asia & SEA) Pawan Agarwal expressed excitement, stating, “At YouTube Shorts, we’re committed to empowering emerging artists and creators by offering them a stage to exhibit their unique talent and creativity to audiences across the world. By supporting UMG India with ‘#BreakoutStar’, we not only want to help breakthrough exceptional musical talent but also celebrate creativity in India’s vibrant digital landscape. “
Talking about #BreakoutStar, judge Amit Trivedi shared, “We have talent in every corner of our country. With #BreakoutStar, we aim to discover such unexplored singing talents from the comfort of their own places. There have been numerous talent hunts over the years, but #BreakoutStar stands out uniquely as it offers an opportunity for literally anyone to participate ! Aastha and I are extremely excited to chair the judging panel for this unique show and can’t wait to hear the entries!”
Expressing her excitement, Aastha Gill added, “#BreakoutStar is an incredible platform for artists to shine and showcase their talent as many of them go undiscovered due to the unavailability of resources. #BreakoutStar is one such opportunity for those dreams to come true at their own convenience. We are super thrilled to see what India has in store for us!”
“#BreakoutStar” is poised to redefine the music landscape, ushering in a new era of talent and creativity.
Mark your calendars for this groundbreaking initiative, as India’s brightest stars prepare to take center stage.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
