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Believe Entertainment Group plans series on Twitter
MUMBAI: New York-based independent digital studio Believe Entertainment Group (BE Group) has announced plans for ‘EpicEDM’, a new, ongoing original content series featuring electronic dance music (EDM) artists, festivals and clubs worldwide that will be the first studio originated content series designed specifically for the Twitter platform.
Financed by Believe Entertainment Group and executive produced by studio co-founders Dan Goodman and William H. Masterson III, EpicEDM is slated to premiere in late 2012 on social media platform Twitter.
EpicEDM will be the inside source for all things EDM, from the artists and tours to the world’s most exclusive nightclubs and biggest music festivals. The new series will live at @EpicEDM along with a range of new content providing 24/7 EDM insider access.
To host this new worldwide hub for EDM and premiere this original content series, Believe Entertainment Group will utilise Twitter’s entire Promoted Suite of products, including Twitter’s latest innovations, such as interest and geo targeting, allowing EpicEDM to showcase the best content and enable real-time conversations among EDM fans.
Believe Entertainment Group co-founder Dan Goodman said, “The social media space is at the heart of this massive, global movement, so it made sense to us to curate an EDM series on the same social media platform that continues to fuel its growth. Our approach with Twitter is to own the social engagement around this movement.”
Believe Entertainment Group co-founder William H. Masterson III said, “We’re building where the EDM community and DJs already intersect to amplify what’s happening. The goal is to create a unifying platform for the artists, fans and everyone involved in the EDM explosion that serves as a dedicated place to share the best things happening anywhere, at any given time in the EDM world.”
A network of official partners, unofficial friends and user Tweets curated by EpicEDM will bring always-on programming including weekly in-studio video updates and exclusive artist interviews with some of the biggest DJs and producers in the world, access to pre and post-events, contests and ticket giveaways, daily news Tweets, video blogs, photos and more.
Believe Entertainment Group will finance and sell EpicEDM. Additional details on advertiser partnerships for EpicEDM will be announced soon.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
