The partnership will help Twist expand into the UAE and Saudi Arabia.
Twist, the digital entertainment platform in the Middle East and North Africa, has renewed its partnership with Tuned Global, a B2B music technology provider, for three more years. The extended collaboration will support the next stage of Twist Music’s development, building on its presence in Egypt and enabling expansion into the UAE and Saudi Arabia.
Twist continues to work closely with e& delivering bundled music services to its customer base while also offering seamless access to audiences across the wider market. As a key component of Egypt’s digital lifestyle ecosystem, the platform plays a significant role in providing engaging entertainment experiences to millions of users.
Under the renewed partnership, Twist aims to strengthen its music streaming capabilities with the support of Tuned Global’s advanced technology infrastructure. The Twist Music app, which has already surpassed 3m downloads, offers exclusive benefits to e& subscribers through mobile plans while remaining accessible to all users via competitively priced standalone subscriptions. The platform features a wide library of Arabic and international music, including content from major labels and top independent distributors such as Believe, all powered by Tuned Global’s content management and rights solutions.
Commenting on the deal, Ahmed Yehia, CEO of Fintech & Digital Lifestyle at e& Egypt, said: “Through our support of the renewed Twist partnership with Tuned Global, we’ve fast-tracked the development of Twist Music and expanded into exciting new markets. This renewed collaboration ensures we continue to deliver a world-class platform that blends international catalogue depth with the local content our customers love.”
Con Raso, Managing Director of Tuned Global, added: “We’re proud to support Twist in enhancing its music offering and driving regional growth. Our technology enables entertainment platforms like Twist to focus on user experience, while we deliver the infrastructure and innovation behind a scalable and future-ready music service.”
