Tuned Global launches free music app for Indonesia

INDONESIA - Mobile engagement firm Tuned Global has launched a free music-streaming app called Nada Kita, partnering with the six largest local independent music labels to bring Indonesian music to consumers.

The service offers free unlimited access to local music, allowing labels to monetise their music content through a shared revenue model.

Its key selling points are that it is free and uses very little mobile data as compared to the likes of YouTube.

“Tuned Global and the record labels have responded to the worries of Indonesian people about music streaming and costly data, to design a music app that is highly attractive to everyone,” said Con Raso, the company’s managing director.

Nada Kita arrives shortly after Spotify launched in Indonesia in March. Spotify garnered considerable interest after offering low-cost monthly subscriptions to Indonesians.

But Nada Kita’s revenue streams are derived from advertising and brand partnerships. As a company that helps brands engage their customers through music, Tuned Global will allow partners to send relevant communications to consumers through the app.

In addition, advertisers can sponsor stations and use targeted audio ads on the platform, through Triton’s mobile advertising technology.

Smartphone maker SPC Mobile has signed the first strategic partnership, pre-loading the app on its devices.

“We have been using music for many years to build our brand awareness and to create emotional connections with our customers,"  said Raymond Tedjokusumo, SPC Mobile general manager. "Nada Kita takes that to the next level. While associating our brand with an innovative free music app, we’ll also benefit from an always-on channel to communicate with our clients, and the data we gather will help us to segment our client base so we can stay relevant.”

Tuned Global told Campaign Asia-Pacific that another mobile phone manufacturer has signed an agreement, and discussions are ongoing with a bank, a telco and two transport companies over partnerships and advertising.