In Conversation With GBS Bindra: Hipi's Impact On Music, Brands, And More

Meet GBS Bindra, the visionary Chief Business Officer at Hipi, India's leading short-form video destination. With a knack for charting strategic directions and seamlessly executing business and corporate development activities, GBS is the driving force behind Hipi's success.

Since its launch in August 2020 under the influential umbrella of Zee5, Hipi has flourished into a platform that not only inspires creativity and passion among creators but also empowers brands and merchants in the ever-evolving retail marketing landscape.

In this interview, we delve into GBS Bindra's role at Hipi, exploring how he navigates the complexities of relationship management, project development, and critical business strategies.

Here are edited excerpts:

Q1.How do short video platforms impact the traditional music industry, and what notable changes have emerged in terms of music creation, consumption, and distribution as a result of their influence?

Short video platforms have been the game-changers for the music industry. One of the most significant impacts is the way songs blow up and become viral overnight. The short-form video format has the power to turn an unknown track into a chart-topping hit.

Artists and music labels are now creating music with short video platforms in mind. They're aiming for those catchy hooks and danceable beats that can easily be incorporated into trends on the platform. The focus is shifting from traditional radio play to virality on social media. Consumption patterns have also evolved. People discover and consume music within the short video apps themselves, often leading to a surge in streaming numbers. It has become a de facto marketing strategy for artists and music labels. Distribution has seen changes too. Independent artists have a better chance of gaining recognition without the need for major label backing. Short video platforms provide a direct channel for artists to connect with their audience, cutting out some traditional gatekeepers. These platforms have turned the music industry into a dynamic, trend-driven ecosystem where anyone with a catchy tune and some creativity can make a splash. 

Q2.Can you elaborate on Hipi's strategic vision and market positioning under your leadership?

My vision is to make Hipi a leading platform for creative expression, connecting people through short-form video content and providing artists with a democratised opportunity to break into the centre stage of entertainment industry. 

Hipi is positioned as a platform that encourages creativity, authenticity, and entertainment. It targets a wide demographic range, particularly younger generations, by offering a user-friendly interface, engaging features like filters, effects, and music, and an algorithm that serves personalized content to users based on their interests and behaviour. Our users can easily create, share, and discover entertaining content in various niches, fostering a sense of community and connection among its diverse user base.

Q3.What initiatives has Hipi undertaken to foster user engagement, and how have they contributed to platform growth?

Hipi is all about keeping users hooked, and we have been successful in making use of some powerful product features:

Algorithm Magic: Hipi's recommendation algorithm is like a mind reader. It learns from the user’s interactions and serves up content that it thinks users will love. This keeps users endlessly scrolling, always discovering something new.

Trend Challenges: Hashtag challenges are the heartbeat of Hipi. By creating challenges around specific songs or themes, Hipi encourages users to participate and create their unique content. This not only boosts engagement but also makes the platform a creative playground.

Duet and Stitch Features: The Duet and Stitch features allow users to collaborate and interact with each other's content. It's like a digital jam session, fostering a sense of community and connection. People love to see their favourite creators engaging with each other.

Live Streaming: Hipi Live allows users to connect with their audience in real-time. It's a direct and immediate way for creators to engage with their fans, answer questions, and showcase their talent. This real-time interaction builds a deeper connection between creators and their audience.

Challenges and Contests: We frequently host challenges and contests, encouraging users to showcase their skills and creativity. Whether it's a dance-off or a lip-sync contest or a serious singing challenge, these events not only engage existing users but also attract new ones looking to join the fun.

Creative Tools: Hipi provides a range of creative tools and effects that keep content exciting and fresh. From filters to AR effects, users can experiment with their videos, adding to the platform's overall appeal.

All these initiatives contribute to a dynamic and engaging user experience. When people are having fun, being creative, and connecting with others, it's a recipe for platform growth. Hipi has managed to create a space where users don't just passively consume content; they actively participate and contribute to the platform's vibrant community.

Q4.Can you share insights into any notable partnerships or collaborations that Hipi has engaged in to enhance its offerings?

Hipi has been doing several collaborations in the media and entertainment space with movies, music labels, award shows and TV. 

Earlier this year, Hipi teamed up with the Zee Cine Awards 2023 to serve as an innovative voting platform for the users to vote for the nominees from their short-form videos. At the awards night gala, six winners of Hipi Stunner - our digital fashion pageant, walked the red carpet with the movie superstars, basking in the glory of fame and recognition.

Hipi teamed with Zee TV and launched a challenge called #SupermomIndia to invite creative and enthusiastic mothers from across India to showcase their unique talent on the app to win an opportunity to appear on Zee TV's iconic reality show, Dance India Dance-Supermoms.

Hipi collaborated with a major music label to launch a lip-sync challenge. The #HipiLipsynBattle was a huge success for Hipi, with over 550,000 video submissions and 1.5 billion cumulative video views. The competition winners received a monetary award as well as the opportunity to act in a music video for the label.

Hipi has been doing collaborations at the regional level too. In Punjab, Hipi collaborated with a premier TV channel to launch the digital version of Antakshari to create an unbroken chain of songs. In Maharashtra, Hipi's partnership with a Marathi TV channel attracted exceptionally talented creators from different regions of Maharashtra and the best creators got an opportunity to be featured on the popular Marathi youth show Lav Re Toh. In West Bengal, Hipi partnered with the TV show Dance Bangla Dance where creators participated in dancing challenges on Hipi, synchronized with the TV show.

Q5.How does Hipi actively support and nurture newcomers in the music industry, and what specific initiatives or programs does the platform have in place to facilitate the growth and success of emerging musicians and content creators?  

Hipi is like the ultimate talent show, and it's not just for the established stars. The platform actively supports newcomers through various initiatives and features. We have an original IP called Hipi G.O.A.T. to identify outstanding singers from across the country. We have very successfully done two seasons of the IP and the outcome has been truly outstanding. The co-winner of Season 1 Sireesha Bhagavatula got her big break with AR Rahman when she sang for Mani Rathnam’s magnum opus PS 1 and Amit Trivedi, who made her the voice of the protagonist in the Netflix movie, Qala. The other co-winner got an opportunity to perform alongside Grammy winner Shilpa Rao on the stage of the singing show "Sa Re Ga Ma Pa".In the recently concluded second season, the winners shall get a playback opportunity for a music video with Zee Music Company.

Hipi identifies talented singers on the app and provides mentorship to help them enhance the quality of their singing and presentation to grow their following on the platform. Palak Muchhal, Shilpa Rao and Rupali Jagga have helped with the community of emerging artists on the platform.

Hipi has been collaborating with music labels to create cover musical mashups with the community of emerging artists. Recently, the editors at Hipi curated a unique mashup on a song from Gadar2 led by Palak Muchhal. This allowed a number of creators to showcase their talent to a much wider audience, propelled by the star power of Palak who anchored the mashup.

By combining the power of its algorithm, which is a wizard at putting new and diverse content in front of the user, Hipi has become a democratizing force in the music industry. This means that even if you're an unknown artist, your music has the potential to reach millions of users. The Hipi Creator Select Program allows eligible creators to earn money directly from Hipi. This financial support can be a game-changer for emerging artists trying to make a living from their art. Hipi has a dedicated Sounds page where users can explore and discover new music. This is like a treasure trove for emerging artists as users actively seek out new voices to use in their videos.