gmm grammy plern

GMM Grammy is a huge deal in Thailand: an entertainment conglomerate that is involved in music (as a rightsholder), film, television, radio and publishing. Now it’s in the music streaming game too.

The company is launching an app called Plern, working with B2B firm Tuned Global. It’s a freemium streaming service with ad-supported and premium tiers, and music from a variety of Thai labels.

Startup Musiio is also a partner for the service, which uses its tech for recommendations and personalised playlists.

GMM Grammy says that it wants to grow Plern to five million monthly active users by the end of its first year of operation, coining the term “massclusivity” to describe its intent to persuade the 80% of Thailand’s smartphone owners who *don’t* already stream music on those devices to sign up.

The launch is also the latest win for Tuned Global in south east Asia, following recent deals with Lyka and True Digital Group. According to the IFPI, Thailand was the world’s 30th biggest recorded music market in 2020, worth $59.1m and growing by 40.4% year-on-year. Streaming accounted for more than 90% of that revenue.

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