The Chingari home short video app has shared MorningStar Records, Punjabi Artist, Haryanvi, Bhojpuri, Indie-pop, and other genres.
In a country where less than 10% of the population speaks English, masses create art in regional languages and this partnership will bring untested talent to a large Indian traditional market near the right audience, the companies said in a statement.
Mint had previously reported that short-lived home video platforms such as Chingari, Mitron, and Moj make the most of the space created by the TikTok ban, helping small town users with greater opportunities and greater recognition. They have partnered with video streaming platforms, movie labels and music to produce content that users will share and play on.
Chingari has partnered with Hoichoi Bengali Broadcasting Service to get short video clips and interviews from shows and movies on the platform. It also tied with Ekta Kapoor’s ALTBalaji for bite and video meme content that will be available on a separate page. ALTBalaji had previously partnered with Roposo and Fireworks to have their content hosted on its platforms.
“This organization is a great opportunity to showcase the artistic talent of the Indian region. We believe that the right talent should be measured, no matter where it comes from. Both Chingari and MorningStar Records aim to provide a neutral environment for all regional and independent artists who dream of being big but need funding, “Sumit Ghosh, founder and CEO, Chingari App, said in a statement.
As of June 2019, there are an estimated 120 million TikTok users every month in India. Moj had reported 80 million monthly active users in the end, while Chingari claimed a base of 40 million users and more than 3 million daily active users.