Reliance Entertainment, the media and entertainment arm of Reliance ADA Group has announced a strategic investment in California(US)-based, Talenthouse, a creative collaboration platform, and the formation of their joint venture, Talenthouse India. The financial details of the deal have not been disclosed. Arun Mehra, who was serving as the Chief Marketing Officer at Zapak Digital, has been appointed as the CEO of the company.

According to a press statement from the company, Talenthouse India will be based in Mumbai and will oversee growth and business in India and Southeast Asia region. The company intends to focus on nurturing fresh and creative talent in the country and provide opportunities for collaboration at international level as well. Talenthouse plans to connect with artists across film, fashion, music, photography & art on collaborative projects and offer opportunities to artists at entry level.

At the time of writing this post, the website was running talent hunts looking for an assistant designer for fashion designer Rocky S, male models for ZOD!, assistants for choreographer Rajeev Surti, designers for Opium Sunglasses, and models for Elite. It had also recently conducted a talenthunt looking for a rockband to perform with Metallica at their F1 gig. Interested candidates upload their videos or pictures and the results are based on online voting.

Talenthouse claims to have associated with renowned artists like Paul McCartney, Lady Gaga, Maroon 5, Justin Timberlake, Rihanna, Naomi Campbell, Rod Stewart, Brett Ratner, Queen, Kylie Minogue, among others to identify and provide a platform to fresh talent.

This is not the first time that we’re seeing a media company or a production house start an online talent hunt venture. Balaji Telefilms started, as a media recruitment portal which was later relaunched as a social network beyond a job portal allowing users to network. It also features celebrity profiles. Till March 2010, Hoonur claimed to have over 50,000 portfolios, and 300,000 photos, video and audio tracks. K Sera Sera Productions owns the portal KMediaTalent, while Rajshri Media appears to have recently launched RajshriTalent. Social networking sites such as Ibibo have also been running talent hunts to find vocalists and models. Talenthouse is trying to differentiate itself with its focus on collaborative projects with big names. The quality of projects will make a big difference and will ultimately be responsible for the long term sustenance of the venture.