Darbar Player is the app of Darbar: a UK non-profit organisation dedicated to promoting and preserving Indian classical music. With Darbar Player, you can easily bring the beauty of Indian Classical music into your home via your smartphone, computer, tablet or TV – either live or from our extensive archive.
Darbar, thanks to their long running music festivals around the world, have a cult following amongst the fans of Indian classical music. As a result, getting the initial interest and downloads has not been a problem. So, even with the same pricing as some of the big names in music apps, e.g. Apple Music and Spotify, Darbar was able to get 250 paying customers on a monthly subscription.
Downloads in Jan 23: +916
Downloads in Feb 23: +9,005
We started off by identifying more specifics of the target audience. In terms of locations, we identified the major cities of India, US, UK, Canada, and Australia as starting targets.
Next, we identified a list of classical singers and performers, e.g. Ravi Shankar, and decided to target their active fans.
We also recognised the age of the target audience to be 25-54.
Then, we set off with our 1st 3 campaigns for Apple, Android, and their website traffic.
Now, we will be taking the following steps with Darbar Player:
