【Playboy foursome season 1 episode 2】

India is Playboy foursome season 1 episode 2one of Apple Music's 110 markets where it launched about two years ago. But only now is it getting serious about the culture-and-content-rich country.

SEE ALSO: Now you can listen to Apple Music, watch Sony LIV movies in your next Ola cab ride

After late last year's roll-out of its student membership program that allows students to shop from Apple Music at less than a dollar, and a tie-up with India's leading taxi aggregator Ola to expand its reach and visibility, Apple is now spreading its wings in the country's vibrant artist community.

It has roped in a host of local musicians and content creators across indie and alternative music as well as mainstream Bollywood, and intends to be the platform that launches India's homegrown talent to the world.

Says Kavya Trehan, one of the collaborators, "As a new artist, to get amazing reach with Apple Music as it is a global platform, making it accessible for people as far off as Kenya or Egypt to experience my music is awesome!"

Original image has been replaced. Credit: Mashable

Apple has also put in place teams that are curating localized playlists in India's regional languages.

Mashable Light Speed Want more out-of-this world tech, space and science stories? Sign up for Mashable's weekly Light Speed newsletter. By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy. Thanks for signing up!

The company believes that India is its natural home where customers are highly engaged and even the artists' community is very close to the audience. Its 'Connect' feature even enables musicians to directly reach out to their audiences.

While Apple doesn't give away country-specific numbers, globally, its music-streaming service touched 20 million paying customers at the end of 2016 — half that of rival Spotify.

Incidentally, Apple is not the first music-streaming service to tap into the musician base. India's home-grown Apple Music rival, Saavn, runs an artist-in-residence program along with original content partnerships with diverse talent from movies and music.

Apple Music, however, has added another interesting dimension by reaching out to renowned Indian fashion designers, including Manish Malhotra and Masaba Gupta, who are curating their favorite playlists on the platform. The company believes that fashion and music go hand-in-hand and a designer's personal tastes tend to influence his/her designs.

Going forward there's a lot of work to be done on the payments front though. Apple Music presently allows only card transactions, something that does not go down well with mobile-wallets-and-cashback-crazy India, especially the student population that is largely without a credit or debit card.

Moreover, Apple's local rival, Gaana, allows seamless mobile wallet payments that are a hit with the youth.

India is a unique music market and Apple is acutely aware of that. But right now its core strategy is hinged on localized content, that seems to be the order of the day for US entertainment players in India, Amazon and Netflix being the others.

---

Featured Video For You

---

Why Apple Music is the Best Streaming Platform

---

Topics Apple Music

• Shopping
• Life
• Science
• Entertainment
• Social Good
• Digital Culture
• Deals
• Tech

• Today's Hurdle hints and answers for April 17, 2025
• Superflex Aura Power Suits give the elderly increased mobility
• Ben Smith reveals why BuzzFeed published the 'explosive' Trump reports
• Uber adds calendar shortcuts to set destinations faster
• 'Mario Kart World' Nintendo Direct: 3 takeaways
• Apple once envisioned the iPhone with an iPod click wheel and it was horrible
• 'Game of Thrones' fans imagine what would happen if the U.S. army went to Westeros
• Read this heart
• Best iPad deal: Save $100 on 13
• Japanese report says peace signs make fingerprint data vulnerable

• NASA's asteroid crash captured in dramatic before and after pictures
• How to delete Snapchat
• Park rangers saw something unprecedented in this year's 'Fat Bear Week' bears
• Best Kindle Scribe deal: Save $145 on the Kindle Scribe bundle
• Fat Bear Week: Bears sense the world in an extraordinary way
• Kuaishou sees revenue growth slow in Q2, Sora
• Fitbit loses more functionality as web app ditched
• Hungary vs. Switzerland 2024 livestream: Watch Euro 2024 for free
• NASA's Webb may have just seen 2 galaxies merging in the early universe
• Wells Fargo reportedly fired people for alleged 'simulation of keyboard activity'

• The fat bears are already extremely fat
• Bonnaroo lineup brings together U2, Lorde and Chance the Rapper
• For some reason the Chicago Cubs are making their White House visit before Obama's out, hmm
• Read this heart
• Apple is reportedly still working on smart glasses of some kind
• New Delhi hits chilliest temperature this season and people won't stop complaining
• In stunning exchange, Trump refuses to answer question from CNN reporter
• Artists to protest Trump with painting made with human blood
• Best iPad deal: Save $132 on Apple iPad (10th Gen)
• Mark Zuckerberg just nabbed Uber's head of policy for his charity work

• Big-League Bluster
• Facebook has unveiled its Snapchat Discover clone
• Sorry, Trump, everyone on Twitter still cares about your tax returns
• Apple's CareKit apps get enhanced security option
• NYT mini crossword answers for May 12, 2025
• 'This Is Us' Spoilers: Is Toby Dead or Alive?
• Best gift for kids deal: National Geographic Rock Tumbler Kit on sale for $19 off at Amazon
• Professor unwittingly buys back the same exact book she lost 5 years ago
• 'Thunderbolts*' mid
• This is the CNN reporter that just got into a yelling match with Donald Trump