How Gaana became India’s top audio-streaming music serviceMusic Ally #Said_MehtaJanuary 12, 2019
Gaana, he said, covered multiple “consumer touch points” including “YouTube pre-roll [ads]” and the app of the country’s most read English-language newspaper The Times of India.
“Every time you opened the Times Of India app, it had below ‘you can listen to this song on Gaana’,” said Mehta.
Sony Music chose to tie up with Gaana to stage a “live album launch” for Punjabi and Hindi rapper Badshah, whose Bollywood work has made him arguably the most recognisable hip-hop act in the country, so they could reach the largest number of people possible, said Mehta.
For two big user segments, the tier II and tier III customers and the teenagers coming online, voice will be a very big thing.”
This, he said, is because it’s early days for the Indian market where only around 150 million people are currently using audio-streaming services – just 10% of the population.
Agarwal’s belief is that for the market to mature, it needs to reach a critical mass of 500-600 million users.
Sony Music’s Mehta thinks that Spotify’s launch may compel Gaana to take another look at its “ability to expose consumers to the long tail of international music”.
“For Raja Kumari, definitely Apple Music works best because not only is [the music] in English, it’s a very niche genre,” he said.
“40% of Apple Music users consume international music.
On the other hand, Brar has only positive things to say about the experience of working with Gaana on live events such as Crossblade, the Punjabi music festival that the streaming service sponsors.