Guest author: Con Raso, Co-Founder and MD at Tuned Global
Twist, a rapidly expanding digital entertainment platform in the MENA region, has renewed its partnership with Tuned Global, the leading B2B music technology company, for another three years. This renewed collaboration will power the next stage of Twist Music’s growth, building on its strong presence in Egypt and supporting expansion into the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA). Twist continues to work closely with e&, one of the largest telecom operators in the Middle East and Africa, to offer bundled music experiences for subscribers and convenient standalone access for the wider market.
As a core part of e&’s digital lifestyle offerings in Egypt, Twist delivers entertainment services to millions of users. With this contract extension, Twist plans to broaden its regional footprint and enhance its streaming capabilities by leveraging Tuned Global’s scalable technology and rights-management solutions.
The Twist Music app, which has already surpassed three million downloads, is available to e& users as part of mobile bundles or as an affordable standalone subscription. The service provides an extensive catalogue of Arabic and international music, featuring content from major labels and leading independent distributors such as Believe, all managed through Tuned Global’s content and rights platform.
Ahmed Yehia, CEO of Fintech & Digital Lifestyle at e& Egypt, commented: “By supporting the renewed partnership between Twist and Tuned Global, we accelerated the development of Twist Music and enabled expansion into exciting new markets. This collaboration ensures we keep offering a world-class platform that combines deep international catalogue access with the local content our customers value.”
Con Raso, Managing Director of Tuned Global, added: “We are proud to support Twist as it strengthens its music offering and scales regionally. Our platform allows entertainment services like Twist to focus on delivering exceptional user experiences while we provide the infrastructure, licensing support, and product innovation needed for a future-ready music service.”
About Twist Music
Launched in 2022, Twist Music delivers an ad-free streaming experience designed to reflect regional preferences across all mainstream commercial music tastes. Tuned Global’s recommendation algorithms personalize the listening experience to surface content that aligns with local culture and user preferences.
Premium features include offline playback, podcasts, broadcast radio, synced lyrics, CarPlay support, and Echo sound recognition. The service also incorporates engagement tools such as loyalty coins and the Twist Starts programme, which supports emerging talent—all built on Tuned Global’s turnkey platform.
In 2022, Twist upgraded its backend with Tuned Global’s suite of more than 500 APIs, enabling faster product development, improved stability, and new capabilities such as Arabic search and enhanced metadata pipelines for local content. These improvements have produced a more responsive, locally tailored user experience.
Twist Music is part of a broader digital entertainment ecosystem that unifies music, video-on-demand, gaming, and sports. Bundled with telecom services, Twist delivers added value to users while giving e& a competitive advantage in regional markets.
Twist and Tuned Global continue to explore innovations including programmatic radio, AutoMix for seamless playlist transitions, and advanced AI-driven recommendation tools to further personalize and improve the listening experience.
About Tuned Global
Tuned Global is a data-driven cloud and software platform that enables businesses to integrate commercial music into their apps or launch full streaming services using advanced APIs, real-time analytics, licensing tools, and customizable white-label applications.
Its end-to-end solutions for music, audio, and video, combined with a broad ecosystem of third-party integrations, make Tuned Global a comprehensive platform for powering digital music projects. The company simplifies licensing, rights management, and content delivery so partners can innovate quickly and bring new products to market efficiently.
Tuned Global has a long track record of supporting telecom operators and MVNOs worldwide, including projects with True Digital Group in Thailand, Tusass in Greenland, and Gabb in the United States. Telecom partners choose Tuned Global’s cloud music platform because it enables rapid launch of branded music experiences at a fraction of the cost of building and maintaining full infrastructure, while integrating easily with billing and bundling systems. This allows operators to focus on customer engagement while relying on Tuned Global’s expertise in rights-compliant, scalable music services.
Since 2011, Tuned Global has supported more than 40 companies across 70+ countries—spanning telecom, fitness, media, aviation, and other sectors—to deliver music-driven experiences more quickly and cost-effectively.
Guest author: Con Raso, Co-Founder and MD at Tuned Global