He owns India-exclusive intellectual property, Triller Iconz, and has incorporated well-known artists and prominent celebrities through campaigns, IP launches and contests.
“We came to India last year with the main goal of creating a platform for creators and enhancing the cultural experience for our users,” said Rohan Tyagi, Vice President, Strategy and Operations, Triller India.
Several Indian creators and artists have joined the application of short videos over the past year: DamnFam, Ashnoor Kaur, Niti Taylor, Jassie Gill, Shirley Setia and Siddharth Nigam, as well as traditional artists such as AR Rahman, Nucleya, Bhuvan Bam and Sidhu Orignal Wala.
Los Angeles-based Variety announced on Wednesday this week that Triller would become a publicly traded company through a merger with SeaChange International, a provider of video broadcasting and advertising technologies. Variety called it an “unexpected combination.”
“Without explaining exactly how, the companies said the value of the new entity would be around $ 5 billion. With the announcement, SeaChange stock jumped more than 50%, bringing the company’s market capitalization to over $ 130 million, ”reported Variety, which covers entertainment.
After the data Triller provided on its app downloads was challenged, the platform shut down with this number.
Speaking to Bloomberg TV yesterday after the Nasdaq listing, Mahi de Silva, CEO of Triller’s parent company, said: “We did not disclose this,” when asked how many people on the board. ‘application.
“The number we’re focusing on is the 750 million content interactions we allow on behalf of creators,” he said.
Triller made a slew of acquisitions to go beyond a short video app: she acquired Thuzio, a live events company. It took over the live streaming music platform Verzuz; Fight Club, a boxing and entertainment streamer co-founded by Snoop Dogg; and the Amplify.ai AI-powered customer engagement platform.
“We believe we’re creating the world’s biggest stage for creators,” da Silva told The Washington Post.
“We will continue to create meaningful experiences that disrupt the status quo and uplift the designer community in India. We want to build the biggest stage in the world for creators to distribute and monetize viral and engaging content and create experiences that uplift culture in India and across the world, ”Tyagi from Triller India told ET.
Triller’s various campaigns and IPs have attracted interest from brands across industries including Cordelia Cruises, PIVO, Nas Academy, etc. which has led to many partnerships over the past year.
Quality before virality
“Our focus has evolved from looking at the video and photo segment only to creating an ecosystem for creators in India,” Tyagi added.
Its emphasis is on the quality of entertainment and collaborations more than on virality.
With music being an integral part of the Triller app, the company has partnered with T-series, Times Music, Zee Music, Saregama, Universal, and many other music labels and individual artists.
Triller has seen an increase in the consumption of short and long format videos amid the digitization brought by the Covid-19 pandemic in India.
“The pandemic came as a surprise to everyone, as everyone had to adapt in different ways to cope with the situation. People were collecting all the information through technological devices, spending more time on their screens, which led to an explosion of digitization, ”Tyagi said.