Mumbai: In a strategic move to expand its influence across the media and entertainment landscape, Creativefuel, one of India’s fastest-growing creative agencies and a leading owner of digital IPs, has announced the acquisition of two popular community-led platforms — Recommendation Community and Music Community.
The acquisition marks a significant step in Creativefuel’s ongoing mission to build a robust ecosystem of digital properties that shape conversations around culture, creativity, and entertainment.
Launched during India’s early OTT and cinephile boom, Recommendation Community emerged as one of the first digital spaces dedicated to conversations about films and series. Rooted in a shared passion for storytelling, it soon became a trusted platform among cinephiles and creators.
Building on its success, the team later launched Music Community, designed to bring together listeners and creators across genres through shared love for music, discovery, and collaboration.
With the addition of these two platforms, Creativefuel strengthens its media-led portfolio — joining its existing IPs such as Sarcasm, HalseyIndia, MissMalini, ScrawledStories, Rupees, and others — underscoring its commitment to creating and curating properties that define digital culture and storytelling.
Speaking about the acquisition, Tushar, Founder & CEO, Creativefuel, said, “At Creativefuel, we have always believed in shaping narratives that move culture forward. The addition of Recommendation Community and Music Community strengthens our ability to create and influence stories that audiences genuinely connect with. As our clients increasingly come from OTT platforms and production houses, this acquisition allows us to bridge creative communities with the storytellers driving India’s entertainment landscape.”
Nikhil, Co-founder, Creativefuel, added, “Creativefuel is evolving into a true house of brands for the internet. Each IP we acquire or build has its own identity, audience, and creative pulse. Recommendation Community and Music Community perfectly fit this vision, strengthening our journey toward becoming the Mensa Brands of digital IPs.”
Sree, Vice President – Operations & Acquisitions, Creativefuel, commented, “This acquisition continues our focus on strengthening Creativefuel’s IP network. Recommendation Community and Music Community perfectly complement our existing properties, helping us build deeper, more connected ecosystems in the media & entertainment space.”
Aseel Sab, one of the founding members of Recommendation Community and Music Community, will continue to play a key role in driving the creative vision of both IPs under the Creativefuel umbrella.
This acquisition represents another milestone in Creativefuel’s broader strategy of expanding its cultural footprint, integrating vibrant digital communities that mirror India’s evolving creative and entertainment audiences.
