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India’s Tips Industries Licenses Music For YouTube

As the short video wars heat up between TikTok, YouTube Shorts, and Instagram Reels, music labels are enjoying new value for licensing their IP.

Now, India’s Tips Industries has signed a lucrative deal with Google, allowing users of its YouTube Shorts service to use any music owned by the label.

“As part of this deal, Tips will license its large catalogue to YouTube platform allowing the huge Indian Diaspora across the world to create content inspired by its ever popular and superhit music library, in diverse Indian languages,” Tips said in a statement.

Tips Industries chairman and managing director Kumar Taurani said this partnership will open possibilities for creators and users to explore their creativity.

In December last year, Tips Industries announced a global deal with social media giant Facebook to license its music for videos and other social experiences across Facebook and Instagram. The market for content in India is vast, with close to 1.4 billion people in the country, and a large adoption of mobile technology.

In 2020 more than 88 per cent of adults were using mobile smartphones, and that number is expected to be 100 per cent by 2023.

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