Reliance Industries-owned Jio Platforms has launched a short-form video app in India called ‘Platfom,’ which it developed in partnership with Creativeland Asia and Rolling Stone.
Platfom is touted as “the go-to short-video app for entertainers”. The app will seek to attract singers, musicians, actors, comedians, dancers, fashion designers, and creators, and Platfom’s goal is “to move the creator economy needle from ‘watch me’ to book me.’”
Rolling Stone India, Jio Platforms and Creativeland Asia highlighted Platfom’s ability to let talent monetize their content on the app.
“Platfom does not prioritize paid algorithms that define growth but instead allows creators to rise through the ranks and reputation – organically, resulting in the monetization of their talent.”
“Platfom does not prioritize paid algorithms that define growth but instead allows creators to rise through the ranks and reputation – organically, resulting in the monetization of their talent,” according to the release.
It could be India’s answer to TikTok after the most dominant short-form video platform in the world was permanently banned in the country in June 2020, along with nearly 60 other Chinese apps.
The companies behind Platfom did not explicitly detail how creators can monetize their content on Platfom, but noted that the goal of the app is to let artists get recognized and monetize their videos. Creators will be ranked according to fanbase growth and content engagement — not paid promotions.
The rankings will be labeled via silver, blue and red tick verifications.
Additionally, Platfom will also help promote bookings for artists. The app will feature a dedicated ‘Book Now’ button on all creator profiles. This way, users, fans and brands will be able to interact with artists and get them booked for gigs, partnerships, white-label content production, and more.
Rolling Stone India will also feature select creators on digital editorials. Platfom has already started onboarding talent on the beta version and the app will go live in January 2023.
The app will powered by Jio Platforms’ tech infrastructure. Jio Platforms is a holding company for India’s largest mobile network operator Jio.
Reliance, which owns Jio Platforms, already operates an online music streaming service called JioSaavn.
Commenting on Platfom’s launch, Jio Platforms CEO Kiran Thomas, said: “Our mission at Jio Platforms is to use the power of data, digital and cutting-edge technologies to craft reimagined solutions and experiences for our customers, thereby helping them deliver differentiated market offerings and business growth.”
“As part of the RIL group we have successfully delivered India-scale platforms and solutions across multiple industry verticals including telecom, media, retail, manufacturing, financial services, education and healthcare. We are delighted to partner with Rolling Stone India and Creativeland Asia to create Platfom, a world-class product that enhances the creator journey at every step with a whole host of pioneering offerings for Indian creators.”
“We are excited to move the creator economy needle from “watch me” to “book me”.”
Sajan Raj Kurup, Creativeland Asia Group
Sajan Raj Kurup, Founder & Chairman of Creativeland Asia Group, and Platfom’s Founder, adds: “We are excited to move the creator economy needle from “watch me” to “book me”. It has several intelligent monetization features coming soon to help entertainers and creators monetize their skills and talent like never before.”
“We are combining the stature and authority of Rolling Stone India with the might of the Jio ecosystem and the creative innovation of Creativeland Asia to give the voice of emerging talent more power. And, catapult upcoming entertainers across music, cinema, comedy, dance and more to stardom through Platfom.”Music Business Worldwide