Friday, April 16, 2021
ADVT 
India

'India Is A Very Important Country For Amazon'

Darpan News Desk IANS, 12 Jul, 2019

    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

    1984 Riots: More Convicts Petition SC For Acquittal In Trilokpuri Case

    The accused were convicted of rioting, burning houses and violation of curfew in Trilokpuri area of the national capital during the riots.

    1984 Riots: More Convicts Petition SC For Acquittal In Trilokpuri Case

    'Let's Keep Politics And Religion Apart': With Mamata At Rath Yatra, Nusrat Sends Message To Her Critics

    Newly-wed Trinamool MP Nusrat Jahan on Thursday sought to send a strong message of secularism, faith and humanity when she attended the International Society for Krishna Consciousness' (ISKCON) Rath Yatra event here.

    'Let's Keep Politics And Religion Apart': With Mamata At Rath Yatra, Nusrat Sends Message To Her Critics

    Actress-Cum-MP Nusrat Jahan Dazzles At Her Kolkata Reception, Check Out Unseen Pictures And Videos

    Amidst a serene floral setup and multi-cuisine menu, newly-wed couple Nusrat Jahan and Nikhil Jain exuded charm as they personally welcomed a slew of eminent guests at a reception party here on Thursday.

    Actress-Cum-MP Nusrat Jahan Dazzles At Her Kolkata Reception, Check Out Unseen Pictures And Videos

    ‘Let’s Not Get Fooled’: India Pans Pakistan’s ‘Cosmetic’ Steps Against Hafiz Saeed

    India responded sharply to Pakistan police announcing a crackdown targeting 26/11 mastermind and Lashkar-e-Taiba founder Hafiz Saeed, describing it as a cosmetic step.

    ‘Let’s Not Get Fooled’: India Pans Pakistan’s ‘Cosmetic’ Steps Against Hafiz Saeed

    Court Warns Salman Khan Of Cancelling Bail Over Absence In Blackbuck Case

    A court in Jodhpur rebuked Bollywood actor Salman Khan over his absence during a hearing in the blackbuck poaching case on Thursday, warning him it would cancel his bail if he fails to appear in the next hearing on September 27.

     

    Court Warns Salman Khan Of Cancelling Bail Over Absence In Blackbuck Case

    Rappers Like Honey Singh Should Be Banned: Jasbir Jassi

    Honey Singh has been slammed for lewd lyrics in his new song "Makhna", and Punjabi singer Jasbir Jassi says to avoid vulgar content, rappers like him should not only be banned but also be punished.

    Rappers Like Honey Singh Should Be Banned: Jasbir Jassi