Create Music Group acquires Mumbai based Nirvana Digital
- ByStartupStory | November 5, 2021
US based Create Music Group announced that it has acquired Nirvana Digital as a part of its $50 million investment in India and the border region of Asia in the coming few years. The valuation of the acquisition remains undisclosed.
The recent acquisition would allow Create Music Group to expand its reach globally in the Indian music market whereas; Nirvana Digital would be able to tap into a wider and diversified audience globally. The company has further announced that the co-founders of Nirvana Digital, Manu Kaushik and Pinakin Thakkar have been named the President of Create Music Group India and Chief Operating Officer of Create Music Group India respectively.
Talking about the acquisition, the Founder and CEO of Create, Jonathan Strauss said, “India is undoubtedly one of the most exciting growth territories in the global music and media market. After being introduced to Nirvana Digital’s co-founders and seeing the parallels between our two companies, we felt the right move was to acquire them and supercharge our entry into India with one of its most forward-thinking new media companies.”
Founded by Manu Kaushik and Pinakin Thakkar, Nirvana Digital is India’s largest YouTube partner. The brand has 20 billion minutes on Youtube and has a subscriber base of 200 million. It provides monetisation, distribution and rights management to artists, labels, film and television and other content owners like the Art of Living.
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