This year, after its success of original programming and an artist-in-residence programme, the company launched two initiatives: Hip Hop Highway and Artist Originals (AO). The former is a 12-episode weekly audio show that represents JioSaavn’s continued efforts to boost the home-grown hip-hop movement while, under the aegis of AO, the brand ties up with independent artistes in India, to conceptualise, produce and distribute new music, a first for any streaming company in the country.

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