Inside Apple Music’s plan to take over the Indian market

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Apple Music made India its 110th launch market about two years ago, and now it’s finally getting serious about the “culture and content rich country” as an official put it. 

After rolling out its student membership program late last year, which allows students to shop from Apple Music at inexpensive rates, and tying up with India’s leading taxi aggregator Ola to expand its reach and visibility, Apple is now expanding its artist community in India. 

Not only is Apple Music tying up with a host of local musicians and content creators across indie and alternative music as well as mainstream Bollywood, it is also putting in place teams that are curating localized playlists across Indian regional languages.  Read more…

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