New arts-focused OTT platform MyPentas breaks ground in Malaysia

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OTT video streaming platform, MyPentas, has officially launched in Malaysia. Touted to be an arts-focused platform, MyPentas said it looks to provide digital audiences across multiple performing arts genre a “culture and creative fix” unlike any other. MyPentas aims to be the “+flix” for the arts scene spanning music, comedy, dance and theatre, according to a press release. It uniquely caters to artistes, content creators and fans.

In a conversation with A+M, a spokesperson from MyPentas said the platform enables artists to co-create new content or share archived content with a clear monetisation partnership. It also provides the artist an opportunity to monetise content that has been sitting idle by digitalising and enhancing it for a global viewership. MyPentas is privately funded by angel investors who believe in the performing arts industry in Malaysia and the region, the spokesperson added. The idea was said to be mooted in August last year during the peak of the Movement Control Order, and the brand managed to go live in six months. While MyPentas is available for anyone with a mobile device and internet connectivity, it is focusing specifically more on consumers from ages 18 to 40.

Conceptualised and built by agency Twenty30 Digital, MyPentas is said to reflects the company’s purpose-based, borderless and sustainable approach to digitalisation. At its launch, MyPentas offers more than 35 on-demand, multi-lingual video content from Malaysian artists and industry pioneers including popular actress and singer-songwriter, Daiyan Trisha, renowned comedian, Andrew Netto and Malaysian Odissi dancer, January Low. It is also expanding rapidly with more content in the works. Additionally, MyPentas is calling out to all local performers from any genres (music, dance, theatre and comedy) to be in touch for collaboration opportunities.

To promote the newly-launched platform, MyPentas' spokesperson said it will be launching a Ramadan campaign, which will also be followed by different campaigns related to the four pillars of the arts, tying it with key celebrations such as Hari Gawai, Merdeka, Malaysia Day, Deepavali and Christmas. MyPentas will also be inviting brands to begin discussions with it to co-create these festive campaigns.

MyPentas' spokesperson told A+M that the platform aims to achieve a vast content library of at least 400 videos and gain 500,000 users within the next six months. Each of the four pillars on MyPentas will have at least 100 videos in music, dance, comedy and theatre. It also has an aim to branch out into new avenues within the next six months, with plans of an online learning category for budding artists that wish to hone their craft, as well as a support system for teachers in the arts scene that are currently struggling.

Currently a Malaysian-focused platform, MyPentas plans to expand its catalogue from the Klang Valley into other states of Malaysia rich in art such as Sarawak and Sabah. Eventually, MyPentas aims to target neighbouring countries such as Singapore, Philippines and Indonesia. MyPentas is also open to collaborating with the entirety of the APAC and ASEAN region to promote representation to Southeast Asia globally.

MyPentas also strives to be a socio-economically inclusive OTT platform. According to its spokesperson, the company wanted to use the platform to empower the less privileged communities to showcase their talents. "We have just engaged with a physically impaired association to help raise funds for them via our platform by showcasing the talents. We hope to do more of this and invite NGOs to reach out to us," the spokesperson added. Providing artists with a necessary economic lifeline, MyPentas additionally propels Malaysian talents beyond the country’s borders and empowers brand owners with a new avenue for marketing and nation-building as part of their corporate sustainable development agenda.

The platform is said to leverage the best digital tools, creating differentiated campaigns and implementing a seamless, accessible viewing experience with on-demand content. "We are creating personalised viewing experiences for the performing arts with the opportunity to provide feedback and reviews to the artists and also request for what other content our audience would like to see in the future. It can also function as a crowd sourcing platform for the artists." The spokesperson also said that it is currently working with brands to create customised experiences for brands’ targeted audiences.

Commenting on its launch, Muralee Pillay, chief digital officer of MyPentas, said: “The importance of the performing arts is not lost on us, its role in shaping Malaysia’s social fabric and defining our national brand at an international level is undeniable. What is clear is that lockdowns and social distancing has come at a great price for both artists and audiences - affecting livelihoods, limiting creative expressions and to an extent, the general state of wellbeing that we have come to experience in engaging with like-minded enthusiasts."

Therefore, digitalising the performing arts scene allows MyPentas to bring its technical expertise to creative individuals, to help them build a reputation and reach among fans, Pillay said. MyPentas also uniquely caters to the younger generation and digital natives. This includes up and coming talents whose journey in the creative industry is likely disrupted due to the COVID-19 situation. "Without the support or following of more seasoned talents, they may choose to deprioritise their creative endeavours. This will be a great loss to what is fundamentally the soul of a nation," Pillay added.

MyPentas is not the only OTT platform looking eyeing development in Malaysia. Last week, iQIYI International announced a partnership with Media Prima's content production and distribution arm Primeworks Studio, and Celcom Axiata to grow its content footprint in Malaysia. The multi-year partnership with Primeworks Studio offers iQIYI exclusive first window broadcasting rights to majority of TV3's locally produced primetime dramas. Meanwhile, Media Prima Omni has also been named iQIYI's non-exclusive advertising sales partner in Malaysia. The partnership will enable iQIYI to offer tailored packages for both standalone streaming and OTT advertising as well as bundled solutions with Media Prima’s linear TV.

A+M's Content 360 Week is back from 6 to 8 April this year! Super charge your content production, distribution and monetisation strategies by learning from brands such as NBA Asia, P&G, Malaysia Airlines, and Marriott International, among others. Sign up today!

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