Pay to play: Gaana’s new hit formula

The Times Internet-owned company wants to charge music labels to pump up their streams and help them go viral.

The pitch is actually very simple—pay and get trending.

Over the past few months, Gaana has been perfecting a new proposal for music labels and artists—they pay the company to promote a track and Gaana will ensure that the song is played as many times as required. 

In fact, the Times Internet-owned company actually promises that opting for these promotions will get your tracks to appear in the trending sections of the app, according to two music company executives who are aware of Gaana’s pitch and do not want to be named.

Gaana's proposal.

On the face of it, this …

Author

Harveen Ahluwalia

Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.

Editor, Internet

harveen@mailtmc.com

Mumbai