Twist and Tuned Global Extend Strategic Partnership for Music Innovation in MENA

The fast-growing digital entertainment platform Twist has announced the renewal of its partnership with Tuned Global, a leading B2B music technology platform, for an additional three years. This strategic collaboration aims to amplify Twist’s reach in the Middle East and North Africa (MENA) region, particularly expanding its footprint in the United Arab Emirates (UAE) and Saudi Arabia (KSA). Building on its success in Egypt, Twist continues to offer seamless music streaming experiences through a robust technical backbone powered by Tuned Global.

Expanding Digital Entertainment in the MENA Region

The partnership between Twist and Tuned Global is underpinned by their shared commitment to delivering localized and internationally diverse music experiences. In collaboration with e&, one of the largest telecom operators in the region, Twist integrates extensive music catalogs directly into telecom services, offering subscribers hassle-free music access. With the Twist Music app already surpassing three million downloads, users can enjoy exclusive privileges via mobile plans or opt for budget-friendly standalone subscriptions. The app provides an eclectic mix of Arabic and international music from top labels, effectively catering to diverse user preferences.

Moreover, Twist is deeply ingrained in the digital lifestyles of MENA audiences, featuring advanced features like offline listening, personalized recommendations, podcasts, and even support for emerging talents through loyalty programs. This approach bridges the gap between global appeal and regional tastes, emphasizing culturally aware, ad-free streaming that resonates with the unique values of the region. Tuned Global’s cutting-edge technology, along with its 500+ advanced APIs, ensures Twist can consistently deliver a smooth, feature-rich user experience tailored to this dynamic market.

Innovation through Scalable Music Technology

At the heart of this collaboration lies Tuned Global’s expertise in offering scalable, ready-to-use music technology solutions. By leveraging Tuned Global’s infrastructure, Twist has been able to implement features like Arabic-specific search and enhanced metadata for local content while maintaining high platform stability. The company’s white-label solutions and advanced analytics allow Twist to introduce innovations like programmatic radio, AutoMix for seamless playlist transitions, and AI-driven music recommendations. This results in enhanced personalization, catering to both casual listeners and niche audiences.

According to Con Raso, Managing Director at Tuned Global, this partnership ensures that Twist can focus on refining its user experience while relying on Tuned Global to manage the technology driving its scalability and innovation. This efficient collaboration model has positioned Twist as a leader in the regional music streaming ecosystem, adding compelling value to telecom service offerings while supporting the adoption of digital entertainment services across MENA.

Driving the Telecom and Music Synergy

Twist’s integration within e&’s telecom infrastructure illustrates a successful case of bundling content with essential services. By adding sports, gaming, video-on-demand (VOD), and music under one umbrella, Twist delivers unmatched value to its users. Telecom providers benefit from greater customer retention and differentiation in competitive markets, while offering an enriched digital lifestyle to subscribers. With the support of Tuned Global’s comprehensive rights and licensing solutions, Twist enables e& to launch branded music experiences swiftly and cost-effectively, keeping the platform ahead of industry trends.

Founded in 2022, Twist has rapidly emerged as an essential player in the digital entertainment ecosystem. Its focus on localized solutions and advanced user features positions it as a model for innovation in the digital media and telecom industries. As Twist and Tuned Global embark on this next phase of growth, the partnership exemplifies how tech-driven collaborations can redefine entertainment experiences and set the stage for sustainable regional expansion.