NEW DELHI: Indian Digital streaming service Saavn has launched @SaavnRadio in collaboration with Twitter India.
The new station, available for streaming globally on Saavn Radio, is the first in a series of upcoming social media and sharing integrations for Saavn. This partnership reflects Twitter’s continued efforts to create opportunities for artists on Twitter to be discovered, as well as to surface amazing music content that fans in India and around the world can enjoy.
The @SaavnRadio lineup will be curated via interactions between Saavn users and Twitter, and will refresh every few minutes.
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To directly influence the station’s programming, users worldwide can tweet @SaavnRadio to request a song from Saavn’s robust catalog of Indian music. In India, users can request tracks from English-language artistes, as well. The station will also update based on Saavn users’ shared listening activity on Twitter. Explicit requests will be prioritised over shared songs in each refresh interval.
Saavn co-founder and CEO Rishi Malhotra said, “Social is more than a feature, it is part of the DNA of streaming music, so this is an extremely powerful partnership for us. Our listeners regularly tweet their Saavn activity and playlists. We worked with the great team at Twitter to develop the user-generated radio station, completely driven by real time activity across the globe. We have always pushed the limits to deliver a great product experience to millions of users daily, so we are truly honored to be the company that is delivering this experience with Twitter.”
The technical integration will include a Twitter handle to confirm user requests. Users will also receive an @mention alert when their requests are played.
“Twitter always has and will continue to encourage innovation in the way the world experiences music. Saavn is the perfect company to work with as we look to contribute to music accessibility and music discovery for our international users, particularly in the Asian market, in an age where social sharing has no borders,” Twitter’s director of business development for India and South East Asia Arvinder Gujral said.
