Media giant GMM Grammy partners with Tuned Global to launch Thailand’s first localized streaming app – Music Business Worldwide

B2B music streaming and technology specialist Tuned Global has partnered with Thailand’s largest media and entertainment conglomerate, GMM Grammy, to launch Plern, the country’s first localized streaming app.

Powered by Tuned Global’s turnkey music streaming technology, the companies behind the app say that it “expects to attract five million monthly active users within the first year”.

The app provides a free, ad-supported option as well as a subscription tier, with the premium version offering lossless audio which will come in early 2022.

The app will also feature exclusive multimedia content from local artists and early-bird purchase or discounts for upcoming concert and music festival tickets.

Other built-in features include listening recommendations and auto-generated playlists powered by Musiio’s artificial intelligence technology.

Collaborative user playlists, live radio and podcasts will be added soon, according to the companies behind the app.

Plern’s catalog includes music from Thai-based record labels RS, Serng Music, Top Line Music, Sure Entertainment, Siang Siam, Solution One and others.

According to GMM Grammy, only 20% of the country’s 45 – 50 million smartphone users currently listen to music through streaming apps, with radio and video-sharing platforms more prevalent. GMM says that Plern offers a low data alternative to video.

It also offers login-free access, lockscreen play, unlimited song skips and offline listening. Tuned Global will also be handling content delivery and metadata management in both English and Thai.

Tuned Global’s work in South East Asian markets includes recent partnerships with LYKA and True Digital Group.

The firm says that its white label music streaming app has been specially adapted to offer in-app payment transactions, reward schemes and voucher redemption tailored to regions functioning within a predominantly cash-based economy.

The company has previously worked on custom apps for the likes of Warner Music Group (on a custom Ed Sheeran app), and Universal Music Group and Pizza Hut, and its technology also powers the UFC Ultimate Sounds app in the US, and Deedo, a Pan-African streaming service in Europe and Africa.

Tuned Global is also active in the fitness industry.

“We created Plern to merge accessibility with a high-end music streaming experience and establish ‘massclusivity’ within the Thai market.”

Asawin Rojmethatawee, GMM Grammy 

Asawin Rojmethatawee, Executive Vice President – Music Streaming Business, GMM Grammy PCL, said: “We created Plern to merge accessibility with a high-end music streaming experience and establish ‘massclusivity’ within the Thai market.

“With the help of Tuned Global, we hope to offer a service that goes beyond the limitations of conventional music streaming apps and provide an unrivalled user experience to all of Thailand.”

“With an expansive local repertoire catering to the needs of mobile users in both urban and rural communities, this app is set to transform the Thai streaming market.”

Con Raso, Tuned Global

Con Raso, Managing Director of Tuned Global, added: “With demand for localised streaming services growing around the world, it’s been a pleasure to work with a company as significant as GMM Grammy to launch Plern.

“With an expansive local repertoire catering to the needs of mobile users in both urban and rural communities, this app is set to transform the Thai streaming market.”Music Business Worldwide