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[On 16th-19th January, 2019, Homegrown is throwing a first-of-its-kind music festival in Mumbai designed to celebrate the city’s vast and diverse music culture. Dive deep into a wide variety of dynamic workshops, exhibitions, curated tours, panels, pop-ups, performances and parties that promise to be inclusive of all kinds of tastes and people.
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Felix Kjellberg, popularly known as his username ‘PewDiePie’ rose to fame in 2013, becoming the most subscribed to channel on Youtube, with his comedic content and vlogs as well as popular video-game commentary series. He remained one of the most viewed channels for the next four years but faced bumps on the road for some of his offensive content.
The major fight came in 2015 when India’s access to the internet, because of Jio’s entry in the market, increased tremendously, and the entire country channelled its attention to the one platform that provided them what they loved the most - Bollywood (along with increasing viewership in porn, of course). An Indian label, T-series presents songs, trailers, movie clips and much more in not only Hindi but also other regional languages, along with classical music and devotional songs. In a very literal sense, it covered the likes and tastes of a wide range of the population, aiding its meteoric growth on the website.
T-series began pumping more and more money into Youtube and definitely got the returns for it - almost 20-25% of their sales are from the platform. The numbers went up in other ways as well, Social Blade reports that they gain almost 150,000 subscribers per year, reaching very close to the reigning king. This started a huge battle on the internet, with ‘netizens’ trying to raise their preferred channel to the top, as well as individual retaliation from PewDiPie himself.
He started churning out regular content to spread the word to mobilise subscribers, with videos tracking both channel’s progress and even composed a diss track towards T-Series. The lyrics of which go something like this:
“Sit the f*ck down T-series I’m here to spill the tea, you tryna dethrone me from spot on number one..But you India, you lose, so best think you haven’t won”
The feud has also sparked debate about big companies taking over a space meant for independent creators, and what this means for the authenticity of Youtube as a platform. While PewDiePie, for the most part, is a one-man show, T-series is a large enterprise.
The internet has been on its toes for the final verdict and it seems that T-series is going to take over, behind by roughly only 3 million subscribers. Climbing at a steady rate, it is expected that in the next few weeks, it will officially become the channel with the most subscribers.
Feature Image Courtesy: Dexerto.com
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