India’s most popular music streaming service has teamed up with some of the worlds biggest brands for a strategic campaign.
Saavn, India’s favourite native streamer, is shaking hands with Amazon, Snapchat and a pair of strategic investors. These high-profile partnerships will see Saavn expand into Amazon Echos and offer unique marketing opportunities.
Saavn’s partnership with Amazon will see the streaming service come ‘pre-enabled’ on Amazon’s Echo home speakers which recently launched in India. With full support for Saavn Echo owners will be able to use their voice assistant Alexa to tell the Echo what to play. It will be integrated as the default player if you just tell Alexa to play music with no specific service.
For Snapchat the two companies launched a ‘partnered music lens’ for Saavn’s hit track ‘Bom Diggy’ by Zach Knight and Jasmin Walia. The lens, which will allow users to augment their face in real-time, marks a first for Snapchat who have never before had a partnership in India. The lens rolled out on Snapchat to India and neighbouring countries.
The track ‘Bom Diggy was commissioned from the two UK-based artists by Saavn as their latest exclusive. They launched it exclusively on Saavn in September but have since released it further onto places like YouTube and Spotify. It has rocketed up the charts since then with 15m streams on Saavn and 25 million across other streaming services. That includes 18.7 million YouTube views and a number 1 spot on the Itunes India download chart.
Beyond media-based partnerships Saavn have also teamed up with a pair of strategic investors: New York-based Senvest Management, who have investments in Spotify, and Los Angeles-based William Morris Endeavor. Saavn hope that these partnerships will allow them to create more partnerships and artist collaborations.