Who Earns When Songs Go Viral? India's Creator Economy Weighs In

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India has about 2.5 million creators working in its music economy, according to the article. More than 80,000 brands and roughly 500,000 creators are involved in producing branded content. That activity represents an opportunity estimated at around Rs 1,500 crore. The piece examines how earnings are distributed when songs gain popularity online. The source material provided is brief, so the full picture of who benefits most is not detailed here.

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