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Singapore-based mobile entertainment platform Migme has partnered with Mumbai-based Qyuki Digital Media, a creative multi-channel network which helps content creators grow their audiences on multiple online platforms. Qyuki was founded by leading filmmaker and writer Shekhar Kapur, musician A.R Rahman and new media expert Samir Bangara.

According to the deal, Qyuki will add 1-2 major local artists every quarter to the migme platform. Artists will bring their content, video and fans to migme, where a new community will be created. They will subsequently receive a share of revenue generated from the sale of virtual goods and gifts received from their fans. 

Migme has been active in India over the last few months and has been signing deals with other companies and onboarding artists, sportspersons and other celebrities on its platform.

In July, the company signed a deal with Sony Music India where it would bring several new artists onto the migme platform. Artists signed with Sony Music India could also engage in offline activities that may include appearances, performances and interviews. Artists will receive a share of revenue generated from the sale of virtual goods and gifts via their engagement.

In June, migme entered into a partnership with CAA Kwan, one of the country’s largest celebrity and sports management agencies, according to a press statement. At the time it had signed on signed an initial seven artists; composer Pritam Chakraborty and singers Sreeram Chandra, Nakash Aziz, Monali Thakur, Akriti Kakkar, Aditi Singh Sharma and Natalie Di Luccio.

Migme claims to have 19 million monthly active users according at the end of the quarter ended June 30. Migme delivers social entertainment services through mobile apps migme and LoveByte, artist management website alivenotdead and ecommerce services through Sold.

The company mentions that over the next few quarters it will be focusing in India and Indonesia by signing up more artists on the platform. “The majority of the audience growth during the June quarter came from Indonesia, India and the Philippines. Promotional and marketing efforts in the latter two markets have stepped up recently, and as such they are expected to be strong contributors to MAU growth going forward,” the company said in an earnings release.

Other developments at Qyuki

– In December 2014, Qyuki and Los Angeles-based media company Fullscreen tied-up to offer Indian digital content creators opportunities to monetize and distribute their content and access to production & technology services from both network.

–  In July 2014, Qyuki signed a deal to create content around music from Universal Music Group (UMG) and its affiliated publishing entity Universal Music Publishing Group. As part of the deal Qyuki will create cover versions of YouTube content, create new shows with Universal artists & repurpose audio content into video.