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Gaana Partners FENIX360 To Build An Artist-Fan Economy In-App

Ad Tribe! Bureau2 min read
A halftone paper cutout of a microphone and a smartphone on a flat coloured background

Gaana has partnered FENIX360 to build an artist-fan economy inside the Gaana app, announced at All About Music in Mumbai with the first features due by the end of the year.

  • Partner: FENIX360, the Singapore-headquartered creator platform
  • Gaana is owned and operated by Entertainment Network India Limited
  • Coming: a native scrolling social feed inside the app
  • Monetisation: storefronts, merchandise, ticketed live shows, gated and paid livestreams, direct fan support
  • Artists keep 70 per cent of revenue from FENIX360’s monetisation tools

The Split Is The Headline

Seventy per cent to the artist, on revenue generated through the monetisation tools, is a generous number in an industry where the per-stream royalty is the reason most musicians treat streaming as promotion rather than income.

It is worth being precise about what the number covers. This is the artist’s share of merchandise, tickets, livestreams and fan support, not a change to streaming royalties. The two sit side by side in the same app, which is the point, but they are separate pots.

Why Gaana Wants A Social Feed Of Its Own

The centrepiece is a scrolling feed inside Gaana where artists post visual content around their work and fans follow and engage without leaving.

The logic is that a play count is a weak relationship. A listener who streams an album ten times is worth a fraction of a rupee and can be gone tomorrow, while a fan who buys a ticket and a shirt is worth something and is likely to come back. Music discovery becomes the entry point rather than the endpoint, with community and commerce stacked on top.

What Both Sides Are Claiming

Yatish Mehrishi, chief executive officer of ENIL, called it an industry-first step in bringing a direct-to-fan experience into music streaming, and framed it as letting artists build community and revenue from fan relationships rather than treating fans as listeners.

Allan Mark Klepfisz, founder, chairman and chief executive officer of FENIX360, put it as streaming having changed how people access music, with the next opportunity being what streaming can do for the artists making it. A dedicated artist app with upload tools, audience insights and community management comes with the deal. Whether any of it lands depends on the part neither executive mentioned, which is how many Indian artists have a fanbase large enough to sell to.

More on Ad Tribe News.

#Creator Economy#music streaming#gaana#fenix360#Streaming
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