Mumbai-based Culture Machine helps creators create, promote and monetise their videos on YouTube

Culture Machine is a digital video company for the internet generation — a team of creative young entrepreneurs who have cracked the code of making things go viral over the internet.

“Viral” might be the most-used term in the digital world where everybody asks for it and everybody wants to be doing it, but they have no idea how. Funny, topical content make their way up that ladder, but not many know the science behind understanding what the audience at the other end of the screen wants and deliver it consistently, time and again.

Call them the cool kids on the block, but Culture Machine — founded by Sameer Pitalwalla, former Director (Video and Celebrity) at Disney India, and Venkat Prasad, former Product Manager at Youtube — is a technology-driven, creator-focused media company that constructs great stories in the form of digital video content.

A mash-up of creative fervour with technology-led analytical prowess, it brings to the table edgy, cut-throat, relevant and consistent content.

With an aim to create, nurture and amplify Youtube and other digital talent for the internet generation, Culture Machine is a one-stop shop for the big ideas, relevant creators, strategic programming and brilliant technology. While it aims to build a universe of unorthodox and new-age creators, it also helps grow them into being great artists in the process.

Claiming to be the only company in India with all its employees Youtube-Certified, Culture Machine is able to use data and technology to find out what internet audiences want and then creates that content. Its innate expertise of both digital consumption patterns, marketing and digital technology drives its work to stand out and be impactful.

With an in-house production infrastructure, Culture Machine also connects brands with these creators to help them (the brands) build an audience across digital platforms.

In its journey so far, Culture Machine has risen to be the next generation scientists of digital video entertainment, infusing creators, content, and brands to develop a culture par excellence. With ‘150 Youtube creators’ on board, across categories like music, comedy, news, beauty, lifestyle, makeup and more, Culture Machine delivers tens of millions of views and hits steadily every month.

Early last year, this Mumbai-and Singapore-based startup raised US$18 million in Series B funding from Tiger Global, with participation from existing investors Zodius Capital and Times Internet.

The startup had also appointed Chris LaRosa, former Product Head at You Tube Music, to its Advisory Board.

In a nutshell, Culture Machine helps creators create, promote and monetise their videos on YouTube. It optimises brands’ digital and analogue presence to specifically grow their YouTube channels via collaboration with creators and their fans, in addition to helping them build an audience.

Its clients include Johnson & Johnson, P&G, Unilever, and Havells, among others.

Culture Machine has offices in Mumbai, Chennai, and Delhi in India, and Delaware in the US.

Previously, the company had raised US$3.5 million in its Series A round of funding from Zodius Capital and Times Internet.

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Image Credits: Culture Machine

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