“We Didn’t Just Create A Platform With NEXA Music,We built A Culture”-Juhi Mehta, COO Qyuki Digital

Juhi Mehta is the powerhouse driving Qyuki Digital's creator-first vision as its Chief Operating Officer. With a sharp eye for IP innovation and a deep understanding of India’s dynamic content ecosystem, she has been instrumental in scaling award-winning properties like NEXA Music and STOK N Chill.

Mehta champions the intersection of creativity, data, and monetization—building sustainable platforms where creators don’t just grow, they thrive.

In an exclusive conversation with Loudest.in, Juhi Mehta sheds light on Qyuki Digital’s journey, the impact of NEXA Music, and the ever-evolving landscape of digital media.

Here are edited excerpts:

Q1. Qyuki has built a strong IP-led monetization model. How do you see the future of creator monetization evolving beyond traditional ad revenue and brand deals?

At Qyuki, we’ve always believed that the future of creator monetization lies in ownership, community, and scalability. Beyond the traditional avenues of ads and brand collaborations, we see the rise of IP-driven ecosystems—where creators aren't just influencers but entrepreneurs building long-term value. Subscription models, superfans, merch drops, live experiences, NFTs, and even equity-based collaborations are opening up new revenue streams. The key is helping creators think like businesses while staying true to their voice.

Q2. With platforms prioritizing short-form and algorithm-driven content, how does Qyuki leverage data insights to craft compelling, long-form storytelling that resonates with both audiences and brands?

Data is at the heart of everything we do. While short-form content grabs attention, long-form storytelling builds affinity—and brands need both. At Qyuki, we use real-time platform insights, audience behavior mapping, and sentiment analysis to identify narrative arcs that stick. This helps us produce deeply resonant content that performs not just in views, but in engagement and brand lift. Our strength lies in balancing creativity with analytics to deliver content that feels authentic and drives real impact.

Q3. NEXA Music and STOK N Chill have become standout properties. What are the key ingredients in transforming a digital IP from a niche idea into a scalable and sustainable business?

The secret lies in three things: vision, value, and velocity. A strong creative vision that aligns with brand ethos and audience aspirations. Real value for creators—be it mentorship, visibility, or monetization. And finally, execution velocity: staying agile, reading signals fast, and scaling what works. With NEXA Music, we didn’t just create a platform—we built a culture. STOK N Chill did the same by blending lifestyle with content in a way that felt seamless, not sponsored. That’s the magic of successful IPs—they become movements.

Q4. India’s content landscape is witnessing a surge in regional and hyper-niche content consumption. How is Qyuki tapping into this trend, and what role do micro-communities play in brand collaborations?

India isn't one market—it's a million micro-cultures. At Qyuki, we’re deeply invested in regional creators, from Tamil hip-hop to Marathi spoken word. We treat hyper-local not as small, but as super-powered. Micro-communities bring unmatched authenticity, and when brands collaborate with them the right way, the impact is exponential. We help brands unlock these audiences with tailored narratives, ensuring that the content feels native, not noisy.

Q5. NEXA Music has successfully amplified independent artists in India. What challenges do indie musicians face in monetization today, and how can digital platforms and brands help shape a more sustainable ecosystem for them?

Indie artists today face two key challenges: discoverability and sustainable income. While platforms have democratized access, cutting through the clutter is still tough. That’s where initiatives like NEXA Music come in—providing not just a platform, but mentorship, production support, and brand exposure. The future lies in collaborative ecosystems where platforms, labels, and brands co-create value with artists. Monetization isn’t just about streams—it’s about building a brand around the artist. And that’s what we aim to do: empower indie musicians to thrive, not just survive.