RadioandMusic
| 25 Aug 2019
MTV India turns curator for Apple Music

MUMBAI: The team at MTV India is currently busy compiling the best of Bollywood and Indian indie songs for its association with Apple Music. With this, MTV India has become the first local curator for Apple’s latest music streaming service.

MTV will treat Apple Music listeners to an Indie Top 10 series, a mix playlist of MTV’s properties such as ‘Coke Studio@MTV’ and the best of Bollywood, with curated thematic lists. The Indie Top 10 series will include ballads, collaborations, electronic and heavy metal.

Speaking about the association, MTV India, business head, Aditya Swamy said, “It is an absolute pleasure to be given Apple Music members a chance to experience MTV’s taste in music. Programming both, popular and Indie music on a daily basis for our TV and digital assets, and producing several original music shows over the years, we are excited to give Apple Music a wide range of handcrafted playlists which will influence and reflect the wide range of music young India tunes into.”

Furthermore, MTV plans to introduce specially curated playlists for music festivals, celebrity curated playlists and seasonal playlists as well.

MTV brought about a music revolution in India when it was first launched in the early 90s. The brand has since, created some of the most exciting music show formats such as ‘Coke Studio@MTV’, ‘MTV Unplugged’ and ‘MTV Spoken Word’. It was also the first to offer a stage to indie musicians in the country. The channel also launched MTV Indies to showcase Indie talent in the country.

MTV’s curated content for Apple Music is now available on the music service.