Twist Music Expands Reach in MENA with Renewed Tuned Global Partnership
Twist, the rapidly growing digital entertainment platform in the MENA region, has announced the renewal of its partnership with Tuned Global, a leading B2B music technology platform, for another three years. This strategic collaboration is set to elevate the Twist Music platform to new heights, focusing on its expansion into key markets such as the UAE and Saudi Arabia while continuing its successful operations in Egypt. The partnership reinforces Twist’s commitment to delivering seamless and engaging music experiences to millions across the region.
Through its strong alliance with e&, one of the largest telecom operators in the Middle East and Africa, Twist has already redefined what a bundled music service can offer. The platform provides hassle-free access to a diverse catalogue of Arabic and international music, including content from major labels and independents such as Believe. e& users benefit from exclusive privileges, whether as part of their mobile plans or through competitively priced standalone subscriptions, enabling the platform to cater to a wide audience.
Empowering User Experience with Innovative Technology
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Twist Music leverages Tuned Global’s state-of-the-art technology infrastructure to deliver a personalised and culturally relevant streaming experience. The app includes premium features such as offline listening, podcasts, radio streaming, and lyrics display. Tuned Global’s advanced algorithms ensure that music recommendations reflect local tastes, fostering a deeper connection with users. Since its launch in 2022, Twist Music has introduced innovative functionalities like Arabic search and enhanced metadata pipelines, enhancing its usability and appeal to regional markets.
Tuned Global’s expertise in music technology has enabled Twist to overhaul its backend using over 500 APIs, resulting in faster development cycles and greater platform stability. Features such as loyalty programs and initiatives like the Twist Starts program, which supports young talents, further highlight the platform’s commitment to user engagement and regional development.
Driving Regional Growth and Market Leadership
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The renewed partnership between Twist and Tuned Global not only focuses on technological advancements but also paves the way for market expansion in the UAE and Saudi Arabia. With over three million downloads to date, Twist is already a cornerstone of the digital entertainment ecosystem in MENA, integrating music, video on demand (VOD), gaming, and sports under one platform. This bundling of content with telecom services not only provides exceptional value to users but also gives e& a competitive edge in a crowded market.
Looking ahead, Twist and Tuned Global are exploring groundbreaking innovations such as programmatic radio, AutoMix for seamless playlist transitions, and AI-driven recommendation tools. These advancements aim to elevate the user experience and cement Twist’s position as a trailblazer in the MENA region’s digital entertainment industry.
The Proven Expertise of Tuned Global
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Tuned Global has a track record of success in supporting telecom operators globally, with notable partnerships such as True Digital Group in Thailand and Tusass in Greenland. The platform’s data-driven music solutions allow companies to integrate licensed music efficiently while focusing on user engagement and brand experiences. By leveraging Tuned Global’s robust infrastructure, telecom operators can rapidly deploy music services at a fraction of the cost, ensuring scalability and compliance with industry standards.
As Twist continues its regional growth, the collaboration with Tuned Global emphasizes the importance of innovation, customer experience, and cultural awareness. Together, they are not just delivering music but also shaping the future of digital entertainment in the Middle East, creating a unified platform that resonates with audiences and supports local creativity.
