Twist Music Expands Regional Footprint with Tuned Global Partnership Renewal

Twist, a thriving digital entertainment platform in the MENA region, has again partnered with music technology leader Tuned Global to push the platform’s growth in exciting new directions. This renewed three-year collaboration will play a pivotal role in expanding Twist Music’s presence beyond its success in Egypt, bringing its seamless music streaming experiences to new audiences in the United Arab Emirates (UAE) and Saudi Arabia (KSA). Leveraging Tuned Global’s advanced technology infrastructure, Twist strengthens its offering in collaboration with e&, one of the largest telecom operators in the region.

Advancing Music Streaming Capabilities Across MENA

Twist Music has firmly established itself as an essential element of the digital lifestyle portfolio in Egypt, delivering engaging entertainment to millions. This partnership renewal enables the platform to grow its regional reach while enhancing its user experience with a vast catalogue of Arabic and international music. With over three million downloads, the Twist Music app continues to resonate with audiences, offering special perks for e& subscribers alongside affordable subscription options for the wider market.

Thanks to Tuned Global’s expertise in content management and rights solutions, Twist Music provides users with premium access to tracks from major labels as well as independent artists. The platform is also equipped with appealing features such as offline listening, personalised playlists, and a loyalty rewards program that sets it apart from competitors. Its focus on a culturally aware and ad-free user experience underscores its dedication to satisfying diverse musical tastes.

Innovative Technology Driving User Engagement

At the core of Twist’s evolution is Tuned Global’s cutting-edge technology. Their advanced backend architecture, featuring over 500 robust APIs, has enabled Twist to accelerate development timelines and ensure stable platform performance. By integrating features like Arabic search capabilities and improved content metadata pipelines, Twist caters specifically to its regional user base. The inclusion of novel features like programmatic radio, AutoMix for seamless transitions, and AI-powered recommendations further positions Twist as a next-gen music streaming service.

These innovations are made possible by Tuned Global’s turnkey music solutions, which simplify licensing complexities while allowing telecom operators like e& to focus on user engagement. For Twist, this collaboration means not only a better music experience for users but also a stronger competitive edge in a crowded digital entertainment market.

The Future of Digital Entertainment in the MENA Region

Launched in 2022, Twist Music has rapidly become a hub for music lovers, integrating seamlessly into a broader digital entertainment ecosystem that includes VOD, gaming, and sports. By bundling services with telecom packages, Twist offers unmatched value to users while strengthening e&’s position as a leading telecom operator. As the platform explores advanced personalization tools and innovative features, it reinforces its commitment to empowering regional music culture and creating unique entertainment opportunities.

Tuned Global also continues to showcase its expertise on a global scale, providing scalable music solutions to telecom providers and businesses across various industries. With its unmatched know-how and deep understanding of licensing rights, the company has proven itself an invaluable partner for platforms like Twist, enabling rapid innovation in the fast-evolving digital music space.