JioSaavn partners with artists to launch 'Made By' campaign

As part of the ‘Made By’ campaign, leading musicians have curated personalised playlists in JioSaavn

e4m by exchange4media Staff
Updated: Aug 5, 2019 1:42 PM

Digital music and audio streaming service JioSaavn has launching ‘Made By’, its latest cross-channel marketing campaign. The platform has engaged top global and Indian artists -- from The Chainsmokers to Bhuvan Bam -- to introduce hyper-personalization into a new brand marketing initiative.

As part of the ‘Made By’ campaign, leading musicians have curated personalised playlists in JioSaavn. These artists have chosen songs that inspired them to kick-start their own careers or influenced their sound in one way or another. With an artist-curated playlist scheduled to launch every week, the platform aims to form a deeper connection between artists and their fans, while enabling listeners to discover new music.

Speaking on the campaign launch, Aditya Kasyap, Vice President - Marketing at JioSaavn, said, “Personalisation is at the core of everything we do at JioSaavn. Our latest brand campaign is designed to enhance the personal connection factor that inspires us to play a particular track."

“Furthermore, we all adore our favourite artists as people and naturally want to know more about them. The ‘Made By’ playlists indulge our curiosity and are an attempt to showcase what made top artists who they are today, their influences and their inspirations. In many ways, it is the soundtrack of our favourite artists’ lives.” he added.

JioSaavn is the first platform to create this kind of personalised connection between artists and their wider fan base. By collaborating with these artists, JioSaavn hopes to facilitate deeper engagement with their target audience through their preferred medium – music, the company said in a statement.

JioSaavn is maximizing the reach of the “Made By” brand campaign through cross-channel linkages, including in-app programming, house ads, Google Ads, and a Facebook collaboration. YouTube videos have already launched featuring artist-curators, along with artist trivia posts, Instagram Story ads, and Twitter amplification. The platform has conducted a Facebook Live video with rapper Badshah and deployed ‘Listen Now’ ads across all top digital channels.


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