With an aim to build India’s largest creative community, Qyuki is an upcoming digital media platform that is riding high on discovering new talent. Founded by stalwarts Shekhar Kapur and AR Rahman, it is a social expression platform on the internet and mobile where amateurs can showcase their talent in fields of music, film, stories and photography.
Poonacha Machaiah, chief executive officer of the company believes that the Indian youth is in deep search for identity and the objective behind Qyuki is to build a creative community in the new media space.
With an experience of 17 years, Machaiah is an entrepreneur and has vast experience in building start-ups, leading Fortune 100 companies and forming strategic alliances. Throughout his career, he has held senior leadership positions in global sales and business development with leading MNC’s.
In a conversation with Radioandmusic.com, Machaiah provided an in-depth understanding and the strategy behind launching the entity in India.
Excerpts:
What is Qyuki all about?
Qyuki is a platform, on the internet and mobile, that will enable consumers to showcase their talent to the world .The platform aims to discover the vast untapped talent of India and mentor and transform them into brands of the future. It is founded by two of the most celebrated creative minds of India, Shekhar Kapur and AR Rahman.
At Qyuki, you can connect and collaborate with new ‘creative’ people and the experts, view their work and share your own creativity with the community. You will also be exposed to world class content created by the team and experts.
What was the idea/objective behind coming up with such a kind of platform?
We believe, through our initial research, that the Indian youth is in a deep search for Identity. There is an urge among Indians to explore their creative self leading to a sense of identity creation. That’s how Qyuki was set up and our objective is to build a creative community in the new media space.
How does Qyuki intend to provide a platform to amateurs for showcasing their talent?
Qyuki can be a great platform for the amateurs as they can interact, learn from the community and also express their own creativity within the platform. There are mentors in the platform to guide, appreciate and comment on their work.
Why is the website restricted by ‘invitation’ mode only?
It is at alpha stage currently and hence, is a ‘by invitation’ mode for the time being. Once we launch the website in the market by mid- November, it will be open for all.
What would be the role of Shekhar Kapur and AR Rahman?
Shekhar and Rahman are the key co-founders of the platform.
How many artistes have been registered with Qyuki?
Currently, we have more than 1500 registered users in the platform.
Any collaborations or tie-ups?
We have engaged with experts such as Imtiaz Ali, Chetan Bhagat, Ranjit Barot and Suresh Natarajan to provide guidance to the community in their respective genres. We are building the creative ecosystem among writers, publishing houses, musicians, photography institutes, film institutes and event managers- people who are seeking creative talent.
What is the reach and target audience of Qyuki?
The Qyuki platform attempts to reach Indians within the age group of 18- 34 years as a primary target group, residing in metros, Tier 1, 2 & 3 cities. It will also reach out to Indian Diaspora.
How are you promoting the website?
Our marketing plan is under construction and will share with you close to our national launch.
What is the revenue model adopted?
The Qyuki platform will be monetized through brand sponsorship: brands using the platform to develop relevant content for their brand growth, digital advertising on the platform and market place partnerships.
Are there advertisers on board?
We will be able to disclose the details closer to the dates of the main launch of the platform.
Digital has helped budding and independent musicians to gain recognition. What is the USP of Qyuki?
Qyuki is a social community born out of an emotional need to express ones creative self. It’s a first of its kind platform for the Indian audience that offers consumers a collaborative platform to showcase their creative ability, based on a stimulus and be recognized and rewarded for it with the potential of becoming the brands of the future.
Qyuki is differentiated by the 3Cs all in one platform : Creative Community , Collaboration and Celebration.
Any plans of tie-ups with other renowned artistes?
As of now, we have four genres with mentors in each of them – Photography – Suresh Natarajan, Stories – Chetan Bhagat, Films – Imtiaz Ali and Music – Ranjit Barot. We will be able to update you further on this, closer to the dates of the main launch.
Do you see any competition for Qyuki?
If there are avenues which are occupying consumer space to build their creative identity, there will be potential competitor to Qyuki.
What are the impediments for digital medium in India?
One of the major impediments for digital medium in India is the lack of awareness level with consumers but we have come a long way in the last five years. It is a known fact that most Indians now browse the internet via mobile and 2012 saw even more acceptance to pocket devices. A large percentage of Indians are spending time on social networks using their mobiles, with the biggest chunk coming from non-metros.
May be its too early to ask but where do you see the future of Qyuki?
Yes its early days but we are looking to build India’s largest creative community.