Only Much Louder

OML was recently featured among industry greats in IMPACT Weekly Magazine's cover story on India’s top talent management agencies. Our leaders, Gunjan Arya and Tusharr Kumar, charted OML's two-decade journey from a niche player in indie music to a global giant in content, artist representation, and creator technology, highlighting our commitment to innovation and an artist-first philosophy. Reflecting on this evolution, Tusharr shared, “We’ve embraced growth with an open mindset, never shying away from risks while keeping the artist at the center of our journey. That’s what has made OML stand out." OML's success lies in balancing ambitious investments in new ventures with the steady growth of its established businesses, an approach has helped create a sustainable foundation while staying ahead of the curve. Here’s to redefining the future of entertainment! Read more at: https://bit.ly/3N7oENk #OnlyMuchLouder #ImpactMagazine #TusharrKumar #GunjanArya #TalentManagement #InfluencerMarketing #Hypothesis #ArtistRepresentation #CulturalInnovation #ContentCreation #Leadership #CreativeAgency

OML Entertainment is thrilled to announce the appointment of Preranaa Khatri as Chief Business Officer (CBO). With her robust experience in content strategy, creator management, and revenue optimization, Preranaa will report to and work closely with CEO Tusharr Kumar to lead the company in its next chapter of growth. Together they will foster a dynamic partnership that will elevate OML’s strategic initiatives. Reflecting on her return to Tusharr shared, "Her extensive experience, strategic insight, and proven leadership skills will be invaluable as we expand our footprint in the media & entertainment industry. She's one of the most empathetic leaders I've had the opportunity to work with, and I can't think of anyone better to build our teams with. Preranaa said, "I am thrilled to be back at OML, a company that has always been close to my heart. I look forward to working with the talented team here to explore new opportunities and drive growth in the content and creator space." We're looking forward to the journey ahead as Preranaa takes the reins in driving growth across our key verticals! Read more: https://bit.ly/4dFiq1Y #OnlyMuchLouder #PreranaaKhatri #CBO #TusharrKumar #Leadership #Growth

Tusharr Kumar, now leading OML as CEO, reflects on the company’s transformation from a 20-person operation to a thriving media and entertainment business with over 230 employees. In a conversation with Nisha Qureshi of Afaqs, Kumar laid out his vision for the future, focusing on growth across four key verticals: artist representation, branded content, long-form content production, and technology. He emphasized OML’s strong position in the coming years, stating, "We’re in a very healthy position and are particularly excited about pushing our tech business aggressively in 2025." Particularly with the expansion of their tech business, Hypothesis, and the continued momentum of their branded content division, which has been a major driver of growth in recent years. Kumar is driving OML’s expansion while focusing on generating opportunities for its roster of 90+ artists and continuing to deliver innovative branded content.OML's global expansion has been a key focus, with the company establishing its presence in markets like Japan, Poland, and the Middle East. According to Kumar, "We work closely with local cultural gatekeepers to stay ahead of trends." The company has seen a surge in demand for influencer-led campaigns, particularly from mobile and e-commerce platforms, such as the creator-driven live sales with Flipkart. The revival of live entertainment post-pandemic is another growth driver, with OML’s artists performing over 420 shows across 72 cities, including Zakir Khan’s impressive 40,000 ticket sales in North America. This global mandate and diverse portfolio position OML to thrive in an evolving entertainment landscape. Read more: https://bit.ly/3NiiNVg #OnlyMuchLouder #TusharrKumar #Afaqs #BrandedContent #InfluencerMarketing

The "A Glimpse from Behind the Screen" conference, brought together a diverse group of stakeholders from the film, television, and OTT ecosystems, including notable professionals such as Riteish Deshmukh, Aditi Rao Hydari, Farhan Akhtar, Shabana Azmi, Shobha Sant, Anupama Chopra and many more. Kreeti Gogia, the content head at OML Entertainment, highlighted a critical issue during the roundtable: the lack of female technical crew in the non-fiction sector, particularly on major shows. While many panelists focused on challenges in the fiction space, Kreeti stressed the importance of holding production houses accountable for this disparity and underscored the need for standardization and improved practices within the television industry to create more inclusive opportunities for women in technical roles. #OnlyMuchLouder #WomenInMedia #GenderEquality #MediaDiversity #PrimusPartners

Our grand Onam celebration wove together the OML community as one — creators, clients, and our beloved team — to share the abundance of tradition with a lavish Sadhya feast. The spirit of togetherness and the joy of sharing good food made this celebration truly special. With deep gratitude, we thank all who joined us in the festivities. ✨🌿 #OnamAtOML #FeastOfTogetherness #OMLCommunity #FestiveVibes

Reel-ification, the process of creating content specifically designed to fit short-form video formats, has become a central strategy in movie marketing. With audiences exposed to a constant stream of catchy hooks, synchronized choreography, and viral moments, marketers are leveraging this trend to generate buzz for upcoming films. By tailoring songs and sequences to fit the reel format, they aim to create instant recall and wider reach. This reel-driven virality allows films to stay relevant long before their release, creating anticipation through repeated exposure to key snippets of content. Devarshi Shah, SVP and Business Head of Global Creator Network at OML, talked to Harshal Thakur of Social Samosa about how this strategy is now a cornerstone of movie marketing.Shah cites the example of OML’s marketing campaign for the song ‘Manike’ from the movie ‘Thank God’, which garnered over 270 million views on YouTube Shorts alone. “It is safe to say that marketing teams have a strong say in the creative process,” Shah concludes, acknowledging that viral potential is now often a central consideration during the production of songs. While reel-ification drives massive engagement, Shah emphasizes that it is just one piece of a larger marketing strategy, helping expand a film’s reach but not guaranteeing its success. Read more at: https://bit.ly/47kqaVm #OnlyMuchLouder #SocialSamosa #DevarshiShah #MovieMarketing #InstagramReels #ShortFormContent #FilmPromotion #Manike #ContentMarketing

As digital creators expand their influence, many are transitioning from their own content on platforms like YouTube to starring in and creating original content for OTT platforms. These creators, who have honed their storytelling skills and built loyal fan bases online, are now emerging as key players in web originals. This shift is driven by the creative freedom and larger audiences offered by streaming services, allowing creators to bring their unique perspectives to a broader stage. Kreeti Gogia, Head of Content, Business, and Operations at Only Much Louder, discussed this trend with Lata Jha from LiveMint , highlighting its significance in today's media landscape and the strategic value creators bring to the table.Kreeti pointed out that OTT platforms are capitalizing on creators' established personas and niche audiences, making them ideal for roles that resonate with younger viewers. She emphasizes how the established fan bases of these creators provide OTT platforms with a ready-made audience and a clear expectation of success. Gogia also noted that many creators are breaking away from their traditional images, as seen with Prajakta Koli and Bhuvan Bam, who have taken on more diverse and serious roles. This evolution not only enriches the content on OTT platforms but also reflects the growing influence of digital creators in mainstream entertainment. Read more at: https://bit.ly/3Td7kK8 #OnlyMuchLouder #Mint #KreetiGogia #OTT #DigitalCreators #ContentCreation #StreamingTrends #WebOriginals #CreatorEconomy

We’re excited to introduce the latest additions to the OML fam! Welcome onboard Nirali Choksi, Aanchal Agrawal, Aditi Mishra and Aishwarya Kandpal. We’re stoked to represent these awesome artists and showcase their fantastic work. #OnlyMuchLouder #TalentManagement #ArtistManagement #NewArtists #NiraliChoksi #AanchalAgrawal #AditiMishra #AishwaryaKandpal

Big news at OML Entertainment: Tusharr Kumar elevated to CEO We’re thrilled to announce that Tusharr Kumar has officially taken on the role of Chief Executive Officer at OML Entertainment! With more than 15 years of diverse experience across new media, automotive, and FMCG industries, Tusharr has been instrumental in driving OML's growth and transformation into one of India's largest independent media and entertainment companies. This success builds on the remarkable contributions of our outgoing CEO, Gunjan Arya, whose leadership elevated the company to achieve global expansion, accelerating its reach and solidifying our position as a culture and entertainment leader all over the world. Her ability to drive cultural change through creativity and strategic partnerships redefined the company's business success, making OML one of the most formidable names in the industry. Tusharr has played a pivotal role in shaping our brand-facing businesses and strengthening our industry leadership. As COO, he oversaw groundbreaking growth initiatives that solidified OML's place at the forefront of creativity, culture, and innovation. Now, as CEO, Tusharr’s leadership will sharpen our focus on advertising, artist representation, creator tech, and long-form content. In his new role, Tusharr is driven by key questions: "Are we shaping culture? Are we bringing voices to life? Are we creating, not just following? And most importantly, are we having a blast while doing it?" We’re beyond excited for the future at OML with Tusharr at the helm, and we’re ready to push boundaries, drive innovation, and continue building longstanding meaningful partnerships. Here’s to new beginnings, continued growth, and shaping the future of culture, content and entertainment! #OMLEntertainment #Leadership #CEOAnnouncement #Creativity #Innovation #CulturalImpact

Only Much Louder’s AI-driven influencer marketing platform, Hypothesis is reshaping how brands all over the world approach their influencer partnerships. Developed to address the limitations of existing tools, Hypothesis provides a holistic solution for influencer discovery, analysis, and campaign execution. In a recent conversation with Khushi Keswani from Buzzin Content, Himani Agrawal, Senior Vice-President, Product and Analytics, shared insights into how the platform is equipping brands to navigate the intricate landscape of influencer marketing with greater precision. Hypothesis's newest feature, 'Brand Shield', designed to identify and flag sensitive content, enables brands to make more informed decisions. This feature, in combination with the upcoming ‘Campaign Planning’ module, is set to refine the campaign process by offering real-time metrics and qualitative insights that will elevate industry standards. As concerns around brand safety and content authenticity grow, Hypothesis is committed to fostering a more responsible and effective approach to influencer marketing. Read more at: https://bit.ly/4e7b6Ni Hypothesis BuzzInContent Himani Agrawal Khushi Keswani #OnlyMuchLouder #Hypothesis #HimaniAgarwal #BuzzinContent