Malaysian arts streaming platform MyPentas recently introduced its 2022 content and partnership plan, dubbed “Monetise with MyPentas 2022” for the benefit of local arts practitioners and entertainment ecosystem players.

A statement from MyPentas explained that its main goal was to generate revenue for Malaysian artistes from the music, comedy, dance and theatre communities via the monetising of videos on its platform.

With a business model that covers pay-per-view, free-to-view and a subscription package (freemium model), about 70 per cent of the generated income is expected to be paid out to the featured artistes.

So far, the platform, touted as Malaysia’s first Arts Entertainment OTT, has been able to garner 100 videos in 10 months, from the likes of Altimet, Kyoto Protocol, Daiyan Trisha, Talitha Tan, Kavin Jay, Bil Musa and Pitapet Theatre.

MyPentas Chief Digital Officer, Muralee Pillay, said: “We always stand true with our intention in helping the arts entertainment industry.”

“Our platform was created exclusively with the mission of helping the local artistes since the pandemic hit. As of today, we have made pay outs to some of our artistes on the platform,” he said.

Art pop and jazz singer Maya Hanum is among the few artistes who have received income from their videos on MyPentas.

“To have a platform that is dedicated solely to help artistes, especially a young artiste like me is such a blessing.

“I am happy with the incentive received and I am very excited to collaborate with MyPentas for their 2022 content,” she said.

Another recipient, three-piece rock band Berdosa, was also grateful for the exposure the platform provided.

“We are delighted to receive the revenue from our videos on MyPentas. This platform enables us to reach out to different group of audiences all over Malaysia, something we have struggled with in the past. Now, everything is digitalised and at one’s fingertips,” said a representative from the group.

Muralee said that MyPentas would be working to further increase its content and had also reached out to brands to support the burgeoning platform.

“We are very proud to be a fully Malaysian start-up with a first of its kind OTT in Malaysia and the region.

“Our next aim is to get 300 videos by the end of March and we are working hard to achieve it.

“2022 is the time for brands, government-linked companies and government agencies to support MyPentas.

“We want to grow this first of its kind Arts Entertainment platform in order to create and showcase the best of Malaysia and reach our over 1 million viewers per month,” he said.