New Delhi, Sept. 17 -- Film production houses that once sold music rights to labels are now rethinking the strategy. Instead of a one-time upfront fee, studios see music as an intellectual property (IP) asset that can generate long-term revenue.

When production houses own their own music, they capture both upfront licensing fees and long-term revenues from streaming, YouTube, sync, and performance rights, said Gaurav Dagaonkar, co-founder and chief executive officer (CEO) of Hoopr, a music licensing platform.

"With 70-80% of India's music revenue driven by film soundtracks, this creates a major monetization opportunity. Moreover, ownership enables better cross-promotion and brand tie-ups, and better long-tail asset value," Dagaonkar sai...