Indian streaming service Saavn is having a busy month, thanks to a partnership with Amazon, a marketing campaign running on Snapchat, and a pair of new strategic investors for the company.
Saavn has also seen its latest original track, ‘Bom Diggy’, become a hit not just on its own service in India, but also on other platforms including YouTube and audio-streaming services.
The Amazon partnership is interesting: we reported recently on Amazon launching its Echo devices and Alexa voice assistant in India.
The twist is that Echos are shipping with Saavn ‘pre-enabled’ on the device. When people ask Alexa to play music, by default it will be coming from Saavn. It was the streaming service’s first move into the world of voice control.
‘Bom Diggy’ is also making waves. It was the latest original track commissioned by Saavn, in this case from UK-based artists Zack Knight and Jasmin Walia.
It was released exclusively through Saavn in India and south Asia in September, but made available on YouTube, Spotify, Apple Music and other digital platforms elsewhere in the world.
The track has more than 15m streams on Saavn so far, as well as 25m on other streaming services – as of our check this morning, that includes 18.7m YouTube views and 1.7m Spotify streams.
Saavn also launched a ‘partnered music lens’ for the track on Snapchat in India and neighbouring countries – the first such deal for Snapchat there – which Saavn reckons propelled the track to the top of the iTunes India download chart.
And the strategic investors? Those would be New York-based Senvest Management – also an investor in Spotify – and Los Angeles-based William Morris Endeavor (WME).
The value of the investments hasn’t been announced, but Saavn says the latter deal will help it commission more original collaborations between western and Indian / South Asian artists and producers.