Friday, September 17, 2021
ADVT 
India

'India Is A Very Important Country For Amazon'

Darpan News Desk IANS, 11 Jul, 2019 08:21 PM

    They tweaked the model of Amazon Prime Music before launching it in India, and Steve Boom, Vice President of Amazon Music, says they are happy with the way things fell in place for the streaming music service in the country.


    He added that the Indian market is evolving, and he feels there will be room for a more "premium" service in the country soon.


    "What we did in India is a little different. We have a two-tier service -- we have prime membership with crafted catalogue of music of about two million songs, and then if you want to access to the full 50 million catalogue of songs then we have Amazon Prime Music Unlimited with a monthly payment option," Boom told IANS here, on the sidelines of the Prime Day Concert, which had an all-female line-up with Grammy-winning pop star Taylor Swift headlining the event.


    "India is a little different. We took unlimited music and called it Prime Music. There is just a one-tier service. We did that because the competitive landscape is different in India. You have far more expansive free services," he added.


    Amazon Prime Music was launched in the US in 2014 as an add-on to Amazona's video streaming service. It came to India in February 2018.


    How has the Indian market evolved?


    "It is no secret that India is a very important country for Amazon. We have invested heavily and had great success (in the country). Prime has been very successful and is growing extremely fast in India. The video service is also doing very well with a lot of great of original content."


    Launching a music service in India, however, is a different ball game.


    "It is different to bring music service to India than other countries because of licensing. In most of Western Europe, you can secure licences by negotiating a deal in New York or Los Angeles. India, however, is dominated by local labels. So, we had to hire a local team and do all the negotiations. It took a little longer," he said.


    Boom points out there is a demand for offline music in India.


    "One of the things that we have seen in India is the importance of taking music offline. The demand is higher. I think that is a reflection of network conditions. With the growth of 4G in India, however, that may change over time.


    "Another difference is India is a country with so many languages and so many cultures. We have different pockets of customers here," he said.


    Is there a scope to come out with a paid or a more premium option in India anytime soon?


    "There will be room in India for some sort of a premium tier. I know the industry would like to see that over time. I don't know if anybody knows what it will look like yet but I do think that there is room for that."

     

    MORE India ARTICLES

    Punjabi Rapper Yo Yo Honey Singh In Trouble Over Vulgar Lyrics In His New Song ‘Makhna’

    Popular Punjabi rapper Honey Singh has again courted a controversy for lewd lyrics in his new song "Makhna".

     

    Punjabi Rapper Yo Yo Honey Singh In Trouble Over Vulgar Lyrics In His New Song ‘Makhna’

    VIDEO: BJP Lawmaker Hans Raj Hans' Poetic Performance Wins Opposition Applause

    Helping one side score a few points over another, poetry and couplets have long been a tradition in parliamentary discussions.

    VIDEO: BJP Lawmaker Hans Raj Hans' Poetic Performance Wins Opposition Applause

    Temple In Delhi’s Chandi Chowk Vandalised, Idols Broken As Clash Over Parking Turns Communal, Communities Agree To Restore Peace

    A minor scuffle over parking of a scooty took a communal turn as violent clashes broke out late on Sunday night in Central Delhi's Hauz Qazi area, police said on Monday.

    Temple In Delhi’s Chandi Chowk Vandalised, Idols Broken As Clash Over Parking Turns Communal, Communities Agree To Restore Peace

    Fertilizer Consumption Has No Link With Cancer In Punjab: Government

    Fertilizer Consumption Has No Link With Cancer In Punjab: Government

    Consumption of fertilizers has no link to the prevalence of cancer diseases in Punjab, Union Agriculture Minister Narendra Singh Tomar informed the Lok Sabha on Tuesday

    Fertilizer Consumption Has No Link With Cancer In Punjab: Government

    2 Teenagers Jump Off Bridge Into River To Shoot Tiktok Video; One Missing

    2 Teenagers Jump Off Bridge Into River To Shoot Tiktok Video; One Missing

    Eyewitnesses told police that Danish first jumped into the river, while Ashique filmed the stunt and cheered him. Moments later, he too jumped off the bridge.

     

    2 Teenagers Jump Off Bridge Into River To Shoot Tiktok Video; One Missing

    Nusrat Jahan Accepts Invitation For ISKCON 'Rath Yatra' Inauguration

    Thanking Nusrat Jahan for accepting the invitation, an ISKCON official said, she was "really showing the road forward".

     

    Nusrat Jahan Accepts Invitation For ISKCON 'Rath Yatra' Inauguration