Music Streaming Service Dhingana Shuts Down

(Before It's News)

Dhingana, the music streaming service for Indian music has shut down. The website has been replaced by this landing page.

The company was founded by brothers Snehal and Swapnil Shinde along with Sushil Choudhari. Before this, they were working at Yahoo, Symantec and Microsoft respectively.

Over the years that the company functioned, they had a lot of great moments. Soon after Spotify plugged their service into Facebook’s social graph, both Saavn and Dhingana followed suit and this gave them a big boost in terms of plays and awareness. They were also pretty quick to adapt to new platforms and launched apps both on iOS and Android in addition to Windows 8.

Dhingana also took steps towards monetization by launching its own advertising platform. They also signed a 2 year advertising deal with Universal Music India. The company was backed by Lightspeed Ventures, Inventus Capital and Helion Venture Partners. The company was also experimenting with new things and did a progressive deal with US music label Pretty Lights so that they could introduce international music to its primarily Indian audience. Other features they introduced over last year were curated radio channels and its ad free subscription service called Dhingana Gold.

According to our last report on Dhingana’s user base, the company had more than 9 million monthly active users who had access to its 1 million song library.

The reasons behind the service’s demise seem to be the complex situation here in the country. While Dhingana and other streaming services have fought the hard fight when it came to reducing piracy in the country, they also had to contend with rather unreasonable music license deals. These deals being led by the Indian music industry did not give streaming music services any way to make a sizable revenue. While other streaming services such as Gaana, Saavn, Hungama have made carried on with these constraints, Dhingana seems to have fallen short here.

Something has to give because if the industry keeps holding onto unreasonable demands because of the way they have traditionally operated, they will not really benefit from the humongous growth of digital media and consumption.

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