Sony Music India is the largest foreign-owned music label in India, and the country’s third largest record label. With the massive YouTube revolution that has taken the world by storm, it has become a mandate for music channels and labels to have highly engaging user content on their channel. Sony decided to tap into the space of ‘Song lyric videos’ which have become a great way to engage audiences and generate online revenue.
However, with individual YouTubers trying to stay on top of the game in this market, music companies are losing out on a significant chunk of their subscriptions and therefore a great deal of their revenue. Sony Music India partnered with InVideo to change the game using a progressive strategy. By introducing the concept of merging ‘Karaoke’ with song lyric videos, they wanted to leverage the rise of lyric videos in a new and refreshing way.
Sony Music India also decided to launch this initiative under a different brand name, called ‘Lyric Guru’