Strategic Partnership Between Twist and Tuned Global to Support Expansion Across Gulf Markets
Twist, the fast-growing digital entertainment platform in the Middle East and North Africa, has renewed its partnership with Tuned Global, the leading B2B music technology provider, for an additional three years. The renewed collaboration will power the next phase of Twist Music, enabling the platform to expand into the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA), building on its strong success in Egypt.
Twist continues to strengthen its strategic alliance with e&, one of the largest telecom operators in the Middle East and Africa, offering integrated music bundles for its customers along with seamless music access for the broader market.
As a key pillar of Egypt’s digital lifestyle ecosystem, Twist plays a vital role in delivering engaging entertainment experiences to millions of users. The renewed partnership with Tuned Global will help Twist broaden its regional footprint and enhance its music streaming capabilities with a robust and scalable technology infrastructure.
The Twist Music app—which has already surpassed 3 million downloads—offers exclusive benefits for e& users through bundled mobile plans, in addition to standalone subscriptions at highly competitive prices. The platform provides users with an extensive library of Arabic and international music, featuring content from major labels and prominent independent partners such as Believe, all powered by Tuned Global’s content management and rights solutions.
Ahmed Yehia, CEO of Fintech & Digital Lifestyle at e& Egypt, said:
> “With the renewal of the Twist partnership with Tuned Global, we’ve accelerated the development of Twist Music and expanded into exciting new markets. This collaboration ensures we continue delivering a world-class platform that combines rich international catalogs with the local content our customers love.”
Con Raso, Managing Director of Tuned Global, added:
> “We are proud to support Twist in enhancing its music offering and driving regional expansion. Our technology allows entertainment platforms like Twist to focus on user experience while we provide the infrastructure and innovation behind a scalable, future-ready music service.”
Twist Music Features and Technical Advancements
Launched in 2022, Twist Music offers an ad-free streaming experience tailored to regional cultural preferences, supported by Tuned Global’s advanced recommendation algorithms that reflect local tastes and listening habits.
Key features include:
Offline listening
Podcasts and live broadcast radio
Song lyrics
CarPlay support
Echo sound recognition
Loyalty coins and the Twist Stars program supporting emerging young talents
In 2022, Twist revamped its backend using over 500 advanced APIs from Tuned Global, enabling faster development, improved platform stability, and new features such as Arabic search and enhanced metadata pipelines for local content. This overhaul resulted in a smoother, more responsive experience tailored to MENA audiences.
Future Innovations
Twist is exploring new enhancements with Tuned Global, including:
Programmatic Radio
AutoMix for seamless transitions between tracks
AI-powered recommendation tools for highly personalized listening experiences
About Tuned Global
Tuned Global is the leading data-driven cloud and software platform for integrating commercial music into apps or launching full-scale streaming services using advanced APIs, real-time analytics, licensing solutions, and customizable white-label apps.
With extensive experience supporting telecom operators and MVNOs worldwide—including True Digital Group (Thailand), Tusass (Greenland), and Gabb (USA)—Tuned Global enables brands to launch music services quickly and cost-effectively while seamlessly integrating with billing and bundling systems.
Since 2011, the company has supported over 40 partners across 70+ countries in sectors including telecom, fitness, aviation, media, and more.
