The international music and entertainment channel Vh1 has announced its association with JioSaavn, an Indian online music streaming service with a new bi-monthly show titled Pop Hits Certified.
As part of this, a list of 10 tracks will be released every fortnight from JioSaavn’s Hero playlist by both companies. The list will include the latest songs for pop-lovers from the world’s most enjoyed pop artists. Vh1 will air the music videos from the playlist to engage their audiences digitally.
Anshul Ailawadi on behalf of the Viacom18 group, to which Vh1 is a part, told that the channel has been India’s biggest platform for international music and their loyal connection with the viewers have gained them a good user base in India.
He also talked about the aim of the partnership which is to showcase pop music to viewers by the show ‘POP HITS CERTIFIED’ and to grow the pop-lovers community to a bigger scale.
The show which starts this month is the first of a kind collaboration by joining digital and television, the show promises to bring the best of both worlds.
Different subgenres and themes will be explored across three months by the show. A holistic musical experience is provided to the audience through this.
India has shown significant growth in Bollywood, international and independent music which has the most-streamed songs on audio streaming services.
This comes as a reflection of India’s appetite for all kinds of music. As more and more listeners are exploring global music trends, this association can bring in more music lovers to the trope.
On the Swedish music streaming platform Spotify for instance, 60% of the top albums of 2020 were by international artists. The Korean pop music remained consistent and K-pop band BTS made it to the top five.
Gaana, another major music streaming platform in India also saw a growth in K-Pop listeners in 2020.
According to a study done by Kantar and audience measurement and analytics company VTION last January, it was found that Gaana owned by Times Internet Ltd has a 30% share in India’s audio streaming market.
ioSaavn has 24%, Wynk Music 15%, Google Play Music 10% and others 7% in whole.
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