Tuned Global boosts Twist Music’s launch in UAE & Saudi Arabia
Tuned Global has extended its partnership with Twist, a digital entertainment platform, to support Twist Music's expansion into the United Arab Emirates and Saudi Arabia. The music streaming service, which already operates in Egypt, is now set to reach wider audiences by leveraging the technology infrastructure provided by Tuned Global.
Regional expansion
Twist Music, a part of the broader Twist platform, has focused on delivering music and entertainment services as part of the digital lifestyle ecosystem in the Middle East and North Africa. The platform is already integrated within the offerings of e&, one of the largest telecommunications providers in the region, reaching customers through bundled services and standalone subscriptions.
The renewed agreement between Twist and Tuned Global is set to span three years. This collaboration aims to enhance the reach and capabilities of Twist Music as it moves beyond Egypt. The app, which has been downloaded three million times, delivers music from both Arabic and international artists. It includes content from global music labels and independent providers, facilitated through Tuned Global's content and rights management services.
Technology support
Tuned Global provides the technical foundation behind Twist Music. This includes backend systems, advanced application programming interfaces (APIs), content management, and personalised recommendation algorithms. The company's platform supports key music app features such as offline listening, lyric display, podcast access, car integration, and music recognition.
By adopting Tuned Global's solutions, Twist restructured its platform in 2022 to introduce Arabic language search, improve metadata for local content, and boost stability for users. The technical upgrade also allowed for faster integration of new features and improved overall user experience tailored for audiences in the Middle East.
Bundled services
Twist Music is offered as part of digital entertainment bundles from e&. Customers on selected mobile plans receive special privileges accessing the music service, while the market at large can subscribe independently. The approach aims to combine content from global music catalogues with culturally relevant local offerings.
According to Ahmed Yehia, CEO of Fintech & Digital Lifestyle at e& Egypt:
"Through our support of the renewed Twist partnership with Tuned Global, we've fast-tracked the development of Twist Music and expanded into exciting new markets. This renewed collaboration ensures we continue to deliver a world-class platform that blends international catalogue depth with the local content our customers love."
Future features
Twist and Tuned Global have disclosed plans to incorporate new elements such as programmatic radio, AutoMix for more seamless playlist transitions, and further artificial intelligence-based recommendations that personalise user experience. The partnership reflects an ambition to address the music streaming requirements specific to the region, while maintaining connections with the global music industry.
Tuned Global brings its experience working with telecom operators worldwide to the partnership, enabling telecom companies to provide music streaming without taking on the complexities of rights management or infrastructure development.
Con Raso, Managing Director of Tuned Global, said: "We're proud to support Twist in enhancing its music offering and driving regional growth. Our technology enables entertainment platforms like Twist to focus on user experience, while we deliver the infrastructure and innovation behind a scalable and future-ready music service."
