nirvana digital

Create Music Group started as a company chasing up YouTube royalties for electronic music artists, but has since expanded into a company handling distribution, publishing, sync, marketing and other services for artists and labels. Its latest expansion is geographical: it has acquired Indian company Nirvana Digital, which helps music and other rightsholders make money from YouTube, Spotify and other digital services, while also running its own network of YouTube channels.

Create says that it is going to be investing $50m in India and Asia more generally over the coming years, with the acquisition (for an undisclosed amount) the first tranche of that investment. Create noted in its announcement that Nirvana Digital has more than 200 million [YouTube] subscribers across its network, and serves more than 20bn minutes of video a month.

“We’ve been looking for the right way to build our business in India for some time now, and after being introduced to the Nirvana Digital’s co-founders and seeing the parallels between our two companies, we felt the right move was to acquire them,” said CEO Jonathan Strauss.

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