sony music_2

Sony Music India Partners With InVideo

The largest foreign-owned music label in India, and the country’s third largest record label. Sony Music India partnered with InVideo to change the game and create the largest library of sing-along music videos. Sony Music India also signed up with InVideo for another project which involves creating Karaoke style lyric videos for their religious music archive.

PRODUCTS USED

0
No of Videos
0
Hours Saved
0
Times cheaper

Background

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’

Challenges

InVideo was provided with a massive library of songs from the music archive of Sony. Around 4000 classic Bollywood soundtracks had to be converted into sing-along videos in a span of just four months. Converting such a vast library of songs couldn’t possibly be economically viable using the traditional methods of video production. We helped Sony create a cost-effective as well as a quick alternative to generating the videos.

Following things had to be made sure of before packaging the final videos :

They should be visually appealing and compelling.

The lyrics should be properly synced and spell checked.

They should follow the visual identity guidelines and global encoding specifications of Sony.

They should be of the highest quality to accurately represent the brand and be commercially viable.

They should be a class apart and rank higher than the unofficial YouTube channels out there.

 Execution

Our vision was not just to create the videos but to make them hands-on user-friendly and in tune with the brand identity of Sony. We did our research and found that all current trends follow a vertical mode of viewing videos on mobile phones. Keeping in mind our user-friendly approach, we decided to go with a vertical video format for all the songs that were being converted. We first created original and authentic lyrics of all the soundtracks for Sony Music. Using the proprietary InVideo technology, these lyrics were synced with the songs in a drastically less amount of time. The cost and time for the entire process was reduced by 10 times and 20 times respectively, as compared to the cost and time invested in using the traditional technology. All the videos were then rendered in multiple formats that are accepted by the global partners of Sony Music.

music-img-3_1

NO VIDEOS TO VIDEOS

20 TIMES CHEAPER

SING-ALONG VIDEOS

MONETIZE ARCHIVAL CONTENT

COMING UP NEXT

InVideo and Sony Music India now aim to convert regional songs into sing-along videos and create the world’s largest library of lyrical videos.

Sony Music India has also signed up with InVideo for another project which involves creating Karaoke style lyric videos for their religious music archive.