"We Are Currently The Only Platform In India Where Creators, Music, And Brands Co-exist And Flourish"-Meghna Mittal

Meghna Mittal is the dynamic co-founder and Chief Revenue Officer at GSharp Media, a forward-thinking company at the intersection of music and technology. Under her leadership, GSharp Media encompasses two innovative brands: Songfest India and Hoopr.

Songfest empowers musicians with the creative freedom to explore fresh sonic landscapes, fostering artistic expression, while Hoopr, India’s first music licensing marketplace, provides cutting-edge solutions for musicians and content creators, enabling seamless collaboration and access to high-quality, licensed music.

Mittal’s passion for the music industry, combined with her entrepreneurial vision, has positioned her as a key player in reshaping the future of music creation and licensing in India.

In an exclusive conversation with Loudest.in, Meghna Mittal delves into the evolution of the Hoopr and Songfest brands, sharing insights on how both are shaping the future of music and content creation.Here are edited excerpts:

Q1.With Songfest giving musicians creative freedom and Hoopr being India’s first music licensing marketplace, how do you see these two brands complementing each other in the rapidly evolving creator economy?

Songfest serves as a platform for emerging artists to showcase their talent and gain exposure, while Hoopr helps these artists reach a wider audience by providing global music distribution and licensing services. Hoopr streamlines the licensing process for both creators and businesses, making it more efficient and accessible. Together, Hoopr and Songfest contribute to the growth and development of the Indian music industry. Our goal is to empower creators, promote Indian music globally, and foster a thriving ecosystem for music enthusiasts. Currently, we have over 6500 artists in our community of independent musicians, singers, songwriters, lyricists, composers and producers. This number is growing month on month.

Q2.Hoopr is a groundbreaking platform for music licensing in India. Could you share some insights on how it caters to both musicians and content creators, and what makes it stand out from other music licensing services globally?

We are currently the only platform in India building a music- and tech-led ecosystem where creators, music, and brands co-exist and flourish. On one hand, we work with musicians and artists who create proprietary music for Hoopr’s platform, empowering and strengthening our community of over 6,500 independent artists. On the other side, content creators use Hoopr to soundtrack their content with copyright-free music, helping them monetize their work. The third element of the ecosystem is brands that collaborate with us for bespoke music-led solutions. This allows us to leverage our artist and creator network to amplify brand communication, further helping creators earn through Hoopr. In the next five years, we envision Hoopr as a self-sustained marketplace where artists, creators, and brands can collaborate and monetize in multiple ways.

Q3.Having led multiple viral campaigns for Songfest, what do you think are the key elements that drive a music-related campaign to go viral, and how do you incorporate these learnings into your strategies for Hoopr?

Leading multiple viral campaigns for Songfest has given us valuable insights into the elements that drive a music-related campaign to go viral, which we've applied to Hoopr's strategies for empowering artists and fostering a thriving music ecosystem.

Creating engaging and shareable content is essential—this includes captivating visuals, catchy music, and compelling narratives. Music has the power to evoke strong emotions, and tapping into feelings like nostalgia, joy, or inspiration helps create content that resonates deeply with audiences.

The shareability factor is crucial in viral music content. With our large creator and artist network, we've found it easy to share and amplify our music and associated assets. We work closely to mentor our artists and creators through strong community initiatives, ensuring they thrive in their respective music and content creation journeys.

Q4.As someone deeply invested in building creator-centric products, how do you stay connected to the needs and pain points of musicians and content creators in today’s competitive landscape?

In today’s fast-paced creator economy, staying connected to the needs and challenges of musicians and content creators is essential for building successful products. We engage with our creator community through social media, forums, and feedback channels to directly hear their concerns, challenges, and aspirations. Regular user interviews and beta testing help Hoopr identify pain points and gather insights on product usability and functionality. We also keep up with industry trends, emerging technologies, and changing consumer behaviors to ensure our products remain relevant to creators’ evolving needs. By studying competitors' offerings, we identify opportunities for differentiation and improvement.

Working closely with creators to understand their workflows, challenges, and desired features fosters a strong connection and ensures Hoopr's products align with their needs. Implementing feedback loops allows creators to provide continuous input on product development and improvements. Leveraging analytics to track user behavior, engagement, and satisfaction provides valuable data for understanding creators' needs. Additionally, analyzing customer support interactions helps identify common issues and pain points, enabling proactive solutions. Participating in conferences, meetups, and workshops allows us to network with creators, stay updated on industry trends, and gain valuable insights.

Q5.Hoopr offers cutting-edge solutions for video creators and brands. Could you share some of the most exciting collaborations or success stories that have emerged from the platform?

Hoopr has collaborated with several renowned creators and brands, resulting in exciting and successful projects. We currently have over 250,000 creators and more than 100 brands using the platform to soundtrack their content. Notable collaborations include:

- Ranveer Brar: The popular chef and food vlogger uses Hoopr to license music for his cooking videos, adding a professional and engaging touch to his content.

- Flying Beast: This popular YouTube channel uses Hoopr to find the perfect music for their adventurous and action-packed videos.

- Mr. Indian Hacker: A tech YouTuber, Mr. Indian Hacker uses Hoopr to soundtrack his educational and informative videos.

- Ashish Vidyarthi: The renowned actor and content creator uses Hoopr to license music for his social media videos and projects.

- Myntra: The fashion brand uses Hoopr to license music for their advertising campaigns and social media content.

- Marico: The FMCG giant uses Hoopr for background music in their brand videos and commercials.

- Rajasthan Royals: The cricket team uses Hoopr to license music for their match highlights and promotional videos.

- OML: The entertainment company uses Hoopr to license music for their events and online content.

- Pocket FM: The audio platform uses Hoopr to license music for their podcasts and audiobooks.

These collaborations showcase Hoopr’s versatility and its ability to cater to a wide range of content creators and brands. As Hoopr continues to grow, we anticipate more exciting partnerships and collaborations in the future.

Q6.What challenges do you foresee in the music licensing and creator space in India, and how are you positioning GSharp Media to address these and continue innovating?

As the leading music licensing platform in India, GSharp Media is well-positioned to address challenges and capitalize on the opportunities in the evolving music industry. Traditional licensing processes can be time-consuming and inefficient, hindering industry growth and limiting revenue for legacy platforms. Compliance with copyright laws and preventing unauthorized use of copyrighted material remain significant challenges. We leverage technology to streamline licensing, ensuring efficient and transparent transactions.

We also focus on educating creators about copyright laws and best practices for music licensing, ensuring that artists receive fair compensation. This fosters a sustainable music ecosystem. Content creators often struggle to find high-quality, diverse music that suits their needs, and we offer a diverse library of Indian and international music to meet these demands.

Collaborating with music labels, artists, and content creators helps GSharp Media stay updated on industry trends and tackle emerging challenges, while continuing to innovate and provide valuable solutions for both creators and licensors, ultimately fostering a thriving music ecosystem in India.