Jan. 24, 2022 — T-Series, Asia’s largest music label, a music publisher and India’s largest film studio, announced its foray into nonfungible tokens (NFT) in association with Hefty Entertainment, a division of Hungama Digital Media Entertainment.

Hefty Entertainment is one of the largest digital-media entertainment companies in South Asia, with 90 million-plus monthly active users across music, gaming and video. It is joining hands with T-Series, which has the world’s largest YouTube subscriber base of more than 395 million users and a community of 75 million social media followers on Facebook, Instagram and Twitter.

This industry-first foray for the global digital entertainment industry will witness the two leaders raise the bar of entertainment creation and consumption via Hefty Entertainment — a Web3 initiative by Hungama. This has been done in partnership with Polygon Studios, the NFT-and-gaming arm of Polygon that is focused on growing the NFT industry in fashion, art, music, media and entertainment, and gaming. Polygon is the leading platform for Ethereum scaling and infrastructure development.

This strategic partnership between the two companies is built on a long-standing 20-year association between T-Series and Hungama. In joining forces to create the next big digital revolution, T-Series and Hungama will leverage their extensive global distribution network and an enviable library spanning 200,000 songs, 65,000 music videos and 150-plus films across Indian languages.

The Hefty Metaverse will be built with the vision of fostering an ecosystem that helps to collaborate, interact and engage with flourishing Web3 communities that transition consumers into the Metaverse. This will see Hungama create NFTs and rare collectibles, and unlock special moments from T-Series’ vast catalog of new and existing content.

Bhushan Kumar, managing director and chairman of T-Series, said, “We’re delighted to extend our alliance with Hungama, spanning two decades, and enable our community with access to the Metaverse. Having set the ball rolling, we look forward to expanding and enhancing the value of our content that leads to a further and rapid expansion of the global digital entertainment industry.”

Neeraj Roy, the founder of Hungama, said, “We are delighted to extend our long-standing partnership with T-Series and establish ourselves as first-movers into the Metaverse of entertainment. We look forward to redefining content consumption with this Web3 initiative as we find new ways to collaborate and engage with fans. Our partnership with T-Series has strengthened with time. We’re very excited to hold hands with them to enter the Metaverse.”

Neeraj Kalyan, president of T-Series, said, “T-Series has demonstrated its leadership position on the back of innovation and adoption of new technology advancements as we have continued to drive distribution across (an) ever-evolving digital landscape. T-Series and Hungama’s partnership is built on mutual trust and we will continue to consolidate into more meaningful avenues, akin to our foray in the NFT space.”

The partnership aligns with Hungama’s aim to explore and develop innovative ways to entertain and engage audiences globally. Together with T-Series, the two shall redefine how content is created and owned as they remain a force to be reckoned with in the global music, gaming and film industries.

About Hungama Digital Media Entertainment

Hungama is a leading digital entertainment company headquartered in Mumbai, the entertainment capital of India. Hungama’s portfolio covers a wide spectrum of services that have touched more than a billion lives in more than 190 countries. These include Hungama Music; Hungama Play; Hungama ArtistAloud; Bollywood Hungama, the leading destination for entertainment news; and Hungama Games, a mobile games developer, publisher, distributor and marketer. Over the years, Hungama Digital Media has garnered the trust of the investor community and received investments from Intel Capital, Bessemer Venture Partners, Xiaomi, Rare Enterprises and others.

About Polygon Studios 

Polygon Studios is the NFT-and-gaming-arm of Polygon focused on growing the NFT industry in sectors such as fashion, art, music, media and entertainment, and gaming. It aims to bridge the gap between Web2 and Web3 through investment, marketing and developer support. The Polygon Studios ecosystem comprises beloved NFT projects, including Adidas, Kings of Leon, Logan Paul, Jack Dorsey, Amitabh Bacchan, the World Wildlife Fund, Lionel Messi, Doctor Who, Tom Brady, Tiger Woods, Derek Jeter, Naomi Osaka and Luis Suárez. NFT platforms such as OpenSea have supported fashion NFTs with Dolce & Gabbana among other unique NFT projects.

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