We’ve covered Indian music service Saavn several times in recent months, as its profile grows beyond its home market. Now MD and co-founder Paramdeep Singh has published an article explaining why he feels India’s digital music moment is “finally here”. He cites three reasons, including 100m consumers coming online with 3G mobile broadband, easier access to data on consumers, and the notion of advertisers footing the bill for music rather than consumers – note, this is Saavn’s business model. “Brands are embarking on the biggest consumer grab of the century as China’s and India’s multi-billion audiences rise in economic status,” writes Singh, who sees music as a key beneficiary. “Thousands of brands are competing to become the future soda, life insurance and auto brands of this part of the planet. That’s a major influx of ad dollars looking for a scalable way to engage consumers.”

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