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.
18 September 2020
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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 practice may sound harmless, as Gaana is basically doing what its parent Bennett, Coleman & Co. Ltd, one of India’s largest media conglomerates and publisher of

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