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SocialFi platform RECRD announced a strategic partnership with Indian media giant Shemaroo Entertainment to transform Bollywood films and music into digital collectibles. 

Shemaroo, one of the largest global owners of entertainment intellectual property (IP), will utilize RECRD’s blockchain infrastructure to launch digital assets based on its extensive Bollywood catalogue, including titles like Jab We Met, Khakee, Golmaal Returns, and Masti.

The collaboration is set to drive new on-chain monetization models while giving fans access to exclusive content and experiences tied to their favorite films. This move makes Shemaroo the first Indian media company to adopt blockchain technology for entertainment distribution, according to Arghya Chakravarty, Chief Operating Officer at Shemaroo. 

Chakravarty emphasized that the partnership allows Shemaroo to pioneer the integration of blockchain technology within the media sector, offering innovative ways for users to engage with content.

RECRD, founded by Anoir Houmou and Dominic Frazer-Imregh, is a top-ranked decentralized application (DApp) globally and the leading DApp on the Sui blockchain network. 

The platform focuses on monetizing short-form content and enabling users to create NFTs through interactive video responses, a feature it calls REBND (Rebound). 

Houmou stated that the integration of Shemaroo's IP on RECRD would bring new opportunities for creators and influencers to monetize their work while offering a transparent and mutually rewarding engagement model.

RECRD, which raised $4 million in recent funding rounds, has rapidly scaled to over 1 million daily active users since its launch. 

The platform's use of DeFi integration, powered by the Sui blockchain, forms the basis of its goal to disrupt the $250 billion creator economy by offering new monetization pathways for users, creators, and advertisers alike.