Music streaming platform Guvera has announced the launch of its service in the UAE, offering users free access to millions of tracks from local Arabic, international and Bollywood artists.
Developed in 2008 in response to the mass consumption of illegal music online, Guvera provides consumers with legal way to access music online and on their mobile devices while giving royalties to the artists and record labels responsible for producing it.
To best serve the UAE, Guvera has entered into agreements with both major and local music labels and content aggregators.
Darren Herft, chief executive officer of Guvera, commented: “We are both proud and excited to be launching our international music streaming offering to UAE; a market that is truly diverse in terms of its taste for music. We plan to provide our Emirati and expatriate users with the best expert-curated local and international music content – all they have to do is hit the ‘play’ button.”
Guvera “Play” is an ad-supported service that offers users local, expert-curated playlists with no costs or subscription fees. An added feature, #Play, provides users with the ability to tailor their music experience based on their mood, activity or genre using hashtags. Consumers can also start stations based on their favourite artist or song as well as manage and share their own playlists. The integrated social features enable users to follow friends and celebrities on Guvera, and access their playlists.
Enabling free access to music via an ad-funded model has also been integrated into branded channels to the UAE. Ananya Amin, head of business development – Asia, explained: “Branded channels are a great example of how UAE users will be able to engage with brands in a non disruptive manner. Guvera are putting the consumer in charge of the advertising experience. Moreover, advertisers know that they are paying for ads that consumers want.
In addition to the ad-supported “Play” service, users will also have the option to subscribe to Guvera’s premium on-demand service ‘Guvera Platinum’, for Dhs32.99 per month, which provides users full control of their music experience.
Guvera is available for Android, iOS and Windows Phone, tablets and smartphones, as well a desktop version. As of this week, it is also available to use on the Apple Watch.