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Saavn to expand beyond music with original audio content
MUMBAI: Following the first-annual ‘Audio On’ summit in Mumbai, music streaming app Saavn has announced plans to expand beyond music-only audio content. Audio On was the company’s first event for which audio as a medium takes centre stage.
The event marked Saavn’s evolution from a music-only service to ‘Music+’, with plans to stream additional audio content and creates original audio programming. In addition to the launch of an audio-focused event series, one of the first examples of this expansion will be a sports commentary partnership with Ranbir Kapoor’s Mumbai City Football Club, an initiative for which details will be announced in the coming weeks.
Saavn co-founder and president Vinodh Bhat said, “We’ll continue to see audio play a key role in the evolution of mobile, media, and advertising. With the immense growth Saavn is experiencing in India across all of these sectors, we feel like this is the perfect time and place for an in-depth conversation around the power of audio for everyday consumers. Content creators, brands and distributors will need to work closely to create quality audio content across all verticals and interest areas. We are excited to start exploring those partnerships as we evolve from a music streaming platform to an audio streaming platform.”
Saavn has conceptualised Audio On as an annual event to prompt conversation on audio as the key component in the evolution of digital advertising. The event was limited to a select 100 individuals to facilitate a collaborative and open conversation.
GroupM and mobile marketing agency Madhouse were knowledge partners for the summit, which saw participation from the media, marketing and advertising industry including GroupM South Asia CEO CVL Srinivas and radio personality Neelesh Misra among others.
“We are thrilled with the outcome of our flagship Audio On summit. Diverse ideas, unique experiences, and insights from our speakers and audience created an incredibly engaging environment, and we hope it serves as the launch pad for more dynamic discussions to come. We look forward to scaling Audio On with our partners in 2016 and beyond,” added Bhat.
GroupM South Asia CEO CVL Srinivas stated, “We are witnessing a significant growth in audio listenership on digital platforms. This presents an exciting opportunity for marketers. GroupM is delighted to be associated with this event that is helping decode the medium by sharing insights and exchanging ideas with marketers.”
Madhouse South Asia COO Milind Pathak said, “Audio has emerged as a vital tool for mobile marketers and through discussions like Audio On, we want to evangelize the medium to maximize its potential. There are a multitude of opportunities for brands to engage the consumer through audio content.”
Some of the topics discussed included ‘How the right audio content and technology can deliver impressions and increase audience engagement’, ‘How audio has influenced the way content creators interact with their audience’, ‘How content distributors and platforms are leveraging audio as a medium for growth’ and ‘How content creators, artists, distributors and brand can work more harmoniously to create content that is accessible without compromising quality or creativity’.