Mahindra Comviva Joins TRACE Music Stars as A Technology Partner

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Atul Madan, Head of Digital Services, Mahindra Comviva
Atul Madan, Head of Digital Services, Mahindra Comviva

 

Mobility solutions giant, Mahindra Comviva, has joined Airtel and the TRACE Music Stars  to quench their technology thirst in the whole competition.

The company will be providing a complete ecosystem and end-to-end solution for the rapid deployment, provisioning, execution, management and billing of various value added services to enable this initiative. Additionally, Mahindra Comviva’s mKaroke will provide the users with real-time singing analysis and voice supervision to deepen the user engagement.

Atul Madan, Head of Digital Services, Mahindra Comviva said: “Mahindra Comviva has been constantly working towards revolutionizing the music market in Africa by providing localized content, identifying independent artists and labels, and disseminating music across the region. On an average, music services in Africa contribute 40% to operators’ downloadable content revenues. To cater to fast evolving trends and sustain consumer engagement, the company is constantly introducing innovative service features like mKaraoke, user generated music content and social RBT. The partnership with TRACE and Airtel is a testament of our efforts in emerging as the leader in the digital music space.”

TRACE TV is one of the leading music channels to launch TRACE Music Stars across all Airtel operations in Africa. Contestants will have the chance to compete for a grand prize of 30,000 Euros and a recording deal with Universal Music. The winner will travel toto New York to be personally mentored by American R&B and hip hop recording artist, songwriter, and record producer, AKON. The grand finale will be held on March 2015.  

Olivier Laouchez, TRACE’s CEO said “We are pleased to partner with Mahindra Comviva in bringing a platform to empower the youth. Mahindra Comviva’s unrivalled expertise in digital music, VAS Technologies and deep understanding of the African market helped us bring this initiative to life.”

Mahindra Comviva is betting big on its digital music portfolio across video, voice and text. The company has collaborated with over 110 local and international content providers, copyright bodies, local artists, premium music labels and production houses in the continent.