MUMBAI: Australian online music streaming service Guvera has tied-up with regional labels - Music 247 and Amara Muzik – for the next two years. With Music 247 and Amara Muzik, the Queensland-based streaming service has tapped into the two emerging markets of the industry.

Music 247, Kerala based music label, focuses mainly on Malayalam film soundtracks, and since the formation in 2012, the label has acquired a large market share of the state’s film soundtracks. In 2014, the label made its catalog available worldwide through online digital stores including iTunes and Spotify. The deal with Guvera allows the latter’s consumer to stream the Malayalam music content possessed by Music 247, that includes some of the most successful movies of recent times – Charlie, Premam, Bangalore Days, How Old Are You, Maheshinthe Prathikaram to name a few.

The period for the deal remains the same for the Chennai-based music label Amara Muzik. Founded in 2015, the company boasts the catalog of over 40 albums in Odia and Bengali. The company had made the catalog available for all the major streaming players including Guvera, Saavn, YouTube, Eros Now, Geezer, Spotify and so on.

Hungama has been a major content aggregator for Guvera, and the music streaming service had earlier tied-up with Speed Records (Punjabi music content) and Kolkata-based Shri Venkatesh Films (Bengali music).

Chief Commercial Officer, India & Middle East of Guvera, Ananya Amin confirmed the latest development and added, “Several online and offline activities will be executed to create an awareness. The partnership allows Guvera to penetrate into regional spaces, as we continue to also focus on Bollywood and mainstream music. The intent is clear – to acquire as much music content in the country as we can, and distribute it to the right audience.”

With existing tie-ups with international and domestic labels like Universal Music and T-Series, the effort to explore into regional spaces adds another dimension to Guvera’s growth plans, and the evolution for the company continues to occur through vernacular markets.