| 22 Sep 2023
Guvera plans to expand in Russia

MUMBAI: After launching its service in India, Australian headquartered Guvera’s next stop is Russia. The music streaming service plans to enter 11 more countries in Asia. This is part of Guvera’s worldwide expansion plan to reach-out to more than 30 countries by the end of the year.

Talking about the plans in India, Guvera India and Middle East international manager Ananya Amin said, "We will plan to expand in South-East Asian, Latin American and west European countries as part of our expansion plan. We will be looking at ways to monetise the Asian market as we move to other markets through our ad-funded model."

Amin, revealing his India plan said, "We are looking at working with many music related and youth oriented brands that would find connect with the products." Its major focus for the next few months will be working closely with brands allowing them a "lot of content targeting and content marketing" on the platform.

In India, Guvera has partnered with major national, international and local label companies like Sony Music, T-Series, Universal Music, Saregama, Speed Records, Eros International, Times Music, Believe, Orchard, TuneCore, CDBaby and INGrooves, to give the service a local flavour. It has also partnered with platforms like Hungama and Artist Aloud.

The service is also the major sponsor of OML’s Harley Rock Riders 2014. "We want to get involved in a lot of ground activities to reach out to our target audiences, and Harley Rock Riders was one of them," said Amin.

It runs on a free model and optional subscription model for which users have to pay Rs 199 per month and can enjoy more than 12 million tracks. He further added, "Ad-funded is the focus as of now in the Indian market. We are expecting growth through 95 per cent of the ad-funded content in India."

So far, it has attracted more than 300, 000 subscribers within a short span. Amin said, "We hope to add more than a million users by December this year."

They will be building a ‘House of Guvera’ like the one in United States, offering an opportunity for artistes to come together and create original content, jam and build new relationships. It is a way to "reach out to the artiste community".

The company is currently building ‘Fradio’, primarily a broadcast app which will be launched in US and Australia, said Guvera Limited founder and director of Innovation Claes Loberg.

Guvera has a global partnership with Lenovo, which will include having a pre-loaded app on its smartphones and tablets, and will be expanded in the Indian market as well.