gaana-logoGaana.com, a music streaming site by Times Internet*, has partnered with the South Indian Music Companies Association (SIMCA) to acquire music from 79 regional labels.While the deal period or the financial details of the partnership was not disclosed, Gaana stated that this partnership will provide them access to over 55,000 songs in Tamil, Kannada, Telugu and Malayalam languages from films, carnatic, and devotional music.

The partnership is significant as SIMCA has a lot of regional music in their catalog. Gaana claims that it will get access to music from labels such as Shruthilaya Music, Melody Music , Star Audio, Amudham Music, Satyam Audio, 5 Star Audio, Millenium Audio and Symphony Recording Company and 90 other labels through this deal.

As an aside, Gaana.com head Avinash Mudaliar also claimed that South Indian regions account for 28% of its overall music consumption on Gaana’s website and mobile apps. In December 2012, Gaana had stated that people have spent more than 100 million minutes listening to music on the portal in 2012, registering a growth of more than 500% year-on-year.

This is the third such tie-up Gaana has inked during the year. The company had recently tied up with Yash Raj Films, Magnasound, and Unisys Infosolutions to bring their portfolio of music to Gaana’s catalog. Later, it had also tied up with another significant label INRECO to add regional music to its catalog.

Other Developments

Although late to the party, Gaana had released its mobile app on major mobile platforms including iPhone, Android, BlackBerry and Java in January 2013. The app allows users to browse through curated playlists, search for individual songs, stream and play songs, add them to custom playlists, create radio stations featuring similar music, and listen to their friends’ favorite music.

Times Internet claims that Gaana app has registered 400,000 downloads across all smartphone platforms till now, up from 200,000 downloads reported earlier this month, however the company hasn’t disclosed any platform-wise break down.

In April 2012, Gaana had partnered with Airtel to allow users to set their Airtel Hello Tunes, their Caller Ringback Tones (CRBT) service. CRBTs allow users to set which songs people calling them will listen to. It had also launched an open graph app on Facebook in February 2012, allowing users to share the music they are listening to, with their Facebook friends.

Gaana’s competitor Saavn* had also inked a similar tie-up with music labels like Sony Music Entertainment and Universal Music Group to add 2,50,000 International songs to its catalog. Saavn claimed to have 75% of all Tamil music content, 90% of all Telugu music content, 90% of all Marathi content, and 90% of all Gujarati content available.

*Disclosure: Times Internet and Saavn are advertisers with MediaNama