Twist, a fast-growing digital entertainment platform in MENA, has renewed its partnership with Tuned Global, the leading B2B music technology platform, for another three years. This collaboration powers the next phase of Twist Music, building on its success in Egypt and enabling expansion into the United Arab Emirates (UAE) and the Saudi Arabia (KSA). Twist maintains a strong alliance with e& — one of the largest telecom operators in the Middle East and Africa — offering seamless bundled music experiences to its customer base while also serving the wider market with hassle-free music access.
As a key part of the Egyptian digital lifestyle portfolio, Twist plays a strategic role in delivering engaging entertainment experiences to millions of users. With this renewed partnership, Twist aims to broaden its regional footprint and strengthen its music streaming capabilities through Tuned Global’s robust technology infrastructure.
The Twist Music app — already downloaded [3 million times] — is available with special privileges to e& users over mobile plans or through standalone subscription at a very competitive price addressing the whole market. It provides users with an extensive catalogue of Arabic and international music, featuring content from major labels and leading independents like Believe, powered by Tuned Global’s content management and rights solutions.
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.”
