The first video that pops up when I open Moj, one of the top five social apps on the Indian Google Play Store, is a clip of a girl intoning a Hindi couplet. “Jeeb jalne pe chai nahi chhodi jaati, toh dil jalne pe ishq kahaan se chhod denge (Just as one doesn’t abandon a cup of tea that burns their tongue, so must heartbreak not stop one’s endeavor to love,)” performs digital creator Aisha Kashyap. It’s romantic/life advice that’s best taken with a pinch of salt, but it’s also one of the many popular videos powering Indian social media 2.0, a chapter that has witnessed the rise of homegrown short-video apps.
Shortly after India’s infamous June 2020 TikTok ban*, the country’s social media landscape signaled an opportune moment for market players, existing and new, to capture the stage.
*In light of India’s (ongoing) border tensions with China, the Ministry of Information Technology invoked section 69A to block 59 Chinese apps. Citing concerns over sovereignty, integrity and defense of the country, as well as security of state, public order and privacy considerations, the government would go on to block 208 more apps (including clones) between July to December, 2020.
Denne historien er fra August 2021-utgaven av RollingStone India.
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Denne historien er fra August 2021-utgaven av RollingStone India.
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SPICE WORLD
Ice Spice ignored the haters, commanded our attention, and became a new kind of star. Next up: a great debut album
Pritam: THE HIT MAKER
INSIDE THE MIND OF HINDI FILM MUSIC DIRECTOR PRITAM CHAKRABORTY, WHO RECENTLY WON HIS FIRST NATIONAL AWARD FOR BRAHMASTRA: PART ONE - SHIVA, ON HOW HE CREATES SCORES THAT ENDURE AND SONGS THAT CLOCK MILLIONS OF STREAMS
K-Drama Flashback: 'My Name'
'My Name,' starring Han So-hee in the titular role, deftly subverts gender norms in society via a story of relentless fight for revenge
LAST NIGHT I DREAMT I WENT TO SILENT HILL AGAIN
The 'Silent Hill 2' Remake has you returning to that restless dream from 23 years ago
FIFTY FIFTY: 'WE'LL CONTINUE TO SHOW OUR BEST SELVES'
Fifty Fifty's single 'Cupid' was a viral hit. The K-pop girl group is back with renewed vigor, releasing its new album, 'Love Tune.' The following interview covers details, insights, and anecdotes
EXCISE DEPT: 'IT WAS IMPORTANT TO CREATE STRONG, BOLD CONTRASTS'
From An Armory Of Instruments To Personal Stories Told With An Uncharacteristic Straightforwardness, The Delhi/Goa Band Are Taking Over The World With Their Latest Full-Length
Mali is Heading to SXSW Sydney in October
For the longest time I have known that my music has a significant market outside the country,' says the Chennai/Mumbai pop artist
Ji Chang-wook, Lee Jun-ho, and Cha Eun-woo to Star in Superhero K-Dramas
Features the upcoming 'Twelve,' 'Cashero,' and 'The Wonder Fools' with the Korean stars in exciting new roles
Yoon Seobin Makes a Stylish Comeback with 'Rizz'
The Korean actor and singer well-known for starring in the K-drama Kissable Lips' returns to the music scene after a 10 months hiatus
Markio Tanaldo Pours Out Emotions in 'Mera Koi Na'
The Arunachal Pradesh singer-songwriter's second release is a poignant Hindi song that pays tribute to his late father