While the Mumbai-based startup has not disclosed the amount, sources reveal that it has raised US$3.5 million. The funding will be used to expand Culture Machine’s presence into international markets.
The 15-month old company has also announced adding Shishir Mehrotra, Former Vice President of Product at YouTube/Video at Google; Dean Gilbert, Former Vice President and Global Head of Content operations at YouTube; and Nickhil Jackatdar, CEO, VuClip, to its Board of Advisors.
Culture Machine, co-founded by Sameer Pitalwalla (ex-Disney India) and Venkat Prasad (ex-Google/YouTube), uses its proprietary technology media platform to understand the demand of the digital consumer, and helps digital video creators, brands and media companies develop video content across digital video platforms.
“Culture Machine is playing a leadership role in shaping online video viewership and monetisation. They are building the largest video network in the country with great technology and analytics. We are confident we have backed the best team in the business where Culture Machine has the first-mover-advantage in building a world-class next generation digital media company,” said Gautam Patel, Managing Director, Zodius.
Culture Machine and its creator network is the name behind viral hits such as ‘Every Delhi Girl in the World’, ‘India’s Facebook Timeline’, ‘She called me Bhaiyya’, and parodies such as ‘Baby Deol’, ‘Gore Gote’, ‘Sonam Kapoor’s Selfie Song’ among others.
“In a world where there is thousands of hours of video content being uploaded every day, with a global audience, infinite tastes and infinite noise, our technology will help guide and scale our creatives to deliver powerful messages for our creators, advertisers and brands,” said Sameer Pitalwalla, CEO, Culture Machine.
According to the company, it has 40 million monthly views with over 80 million minutes of content consumed. Almost 55-60 per cent of the consumption is happening on mobile phones.
The startup has offices in Mumbai, Singapore and California.