Good Practice Media was founded in 2026 by Gurpreet Singh, a media entrepreneur who has spent more than two decades building businesses across the creator economy, spanning talent, content, distribution, communities, commerce and IP.

In 2012, he co-founded One Digital Entertainment and helped build it into one of India’s early full-lifecycle creator and digital media businesses. During that chapter, his work extended beyond talent representation into original content, digital rights, branded entertainment, live communities, podcasts, merchandise, creator commerce and sports media.

Gurpreet also helped develop ventures and platforms including Social Nation, MerchGarage, PodOne and Digital2Sports, creating businesses across creator communities, live experiences, direct-to-fan commerce, audio and interactive sports content.

He has worked with Prajakta Koli since the beginning of her digital journey, helping shape a decade-long evolution from YouTube creator to Netflix lead, TIME100 Creator, UN advocate and #1 bestselling author. His wider work has included creators and artists such as Badshah, Raftaar and CarryMinati, alongside original content and culture-led partnerships for leading brands and platforms. His work with Badshah included bringing Pepsi back into music across three collaborations, from the Simon Fuller and Now United crossover to Har Ghoont Mein Swag, crossing 200 million views and streams.

His work has spanned original IP and platform partnerships: Lockdown, a ZEE5 web original produced with Badshah’s Afterhours; India’s first digital food reality show; a podcast studio, Pod.One, that reached number one on Spotify’s India charts; and creator-led activations at COP28 with Google, the United Nations and Unilever.

Before becoming an entrepreneur full-time, Gurpreet built digital businesses at Hungama, UTV–Disney, Viacom18 and du in Dubai. He launched his first digital venture at seventeen.

Good Practice Media brings that experience into a new chapter focused on creator ownership, cross-border opportunity and long-term media value across India and the Middle East.