Twist, a digital entertainment platform serving the Middle East and North Africa, has renewed its partnership with Tuned Global, a business-to-business music technology provider, for an additional three years.

This extended agreement will help Twist Music continue its growth in Egypt and support its planned expansion into the UAE and Saudi Arabia.

Twist maintains a close collaboration with e&, offering bundled music services to its customers and providing easy access to a broader audience across the region. As a major part of Egypt’s digital lifestyle ecosystem, Twist delivers entertainment experiences to millions of users.

With the renewed partnership, Twist will enhance its music streaming services using Tuned Global’s advanced technology. The Twist Music app, which has already reached over 3 million downloads, gives exclusive benefits to e& subscribers through mobile plans and is also available to all users through affordable standalone subscriptions.

The platform features a large selection of Arabic and international music, including content from major labels and leading independent distributors such as Believe, all managed through Tuned Global’s content and rights management solutions.

Ahmed Yehia, CEO of Fintech & Digital Lifestyle at e& Egypt, stated that the renewed partnership has accelerated Twist Music’s development and market expansion, ensuring the platform continues to offer a mix of international and local music content. Con Raso, Managing Director of Tuned Global, added that their technology supports Twist in improving its music services and driving growth in the region by providing the necessary infrastructure and innovation for a scalable music platform.

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