T-Series Joins Hands With Hungama To Create Metaverse With NFTs

Music label T-Series has joined hands with entertainment company Hungama’s division HEFTY Entertainment to foray into the Non-Fungible Tokens (NFT) ecosystem. 

Super Cassettes India, doing business as T-Series is an Indian record label, film production and digital media company that was initially founded in 1983 by Indian businessman and music producer Gulshan Kumar. 

It runs the biggest channel on YouTube by both numbers of views and subscribers. The T-Series YouTube channel has over 205 Mn subscribers and a total of 177.6 Bn views across its video, way ahead of Moonbug Entertainment’s Cocomelon Nursery Rhymes channel. It stands at second with 127 Mn subscribers and a total of 119.18 Bn views.

Hungama Digital Media Entertainment is a Mumbai-based digital entertainment company that boasts over 90 Mn monthly active users. It was initially launched in 1999 by Ashish Kacholia, Hiren Ved, Lashit Sanghvi, Rakesh Jhunjhunwala, and Neeraj Roy as an online promotions agency.

Together, both organisations will be creating the ‘Hefty Metaverse’, where Hungama will create NFTs and other collectables leveraging their joint library of two lakh songs, 65,000 music videos and more than 150 films across various Indian languages. The metaverse will supposedly be created in partnership with Polygon.

Last year, crypto users spent the equivalent of $40.9 Bn on NFTs, compared to less than $1 Bn the previous year. We have already compiled a list of the torrent of Indian celebrities that have jumped on the NFT bandwagon last year, which you can read here. But this partnership could potentially make such an exhaustive list inconceivable for this year with the number of Bollywood celebrities on each company’s platform. 

However, the Hefty Metaverse won’t be the country’s first foray into the new age technology: popular Indian singer Daler Mehndi is set to host a Republic Day concert on the metaverse on January 26. 

On the 6th of February, Chennai-based couple Dinesh S P and Janaganandhini Ramaswamy will get married in the village of Sivalingapuram in Tamil Nadu. But a Harry Potter-themed wedding reception will be happening in the virtual world — on the ‘TardiVerse’ metaverse on Polygon. 

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