JioSaavn launches ‘music profile’ to turn listening habits into a shareable persona

MUMBAI: Forget what your star sign says about you, JioSaavn reckons your playlist tells the truer story. India’s largest audio-streaming service has launched Music Profile, a feature that mines listening data and spits out a “music persona” complete with badges, milestones and bragging rights.

The badges themselves read like a fever dream of fandom: Punjabi Murid, Bollywood Bhakt, Hip Hop Hustler, Telugu Abhimani, and reportedly several more, all dished out based on what users actually stream rather than what they claim to like at dinner parties. Milestones stack up too, tracking songs played, artists discovered and playlists built, while weekly and monthly summaries chart how tastes shift over time.

The feature lets users pick a handle and build a public-facing profile, complete with favourite artists, top playlists and a status update, turning what used to be a private scroll through Bollywood throwbacks into a shareable identity. New releases from favourite artists get surfaced straight into a personalised library, and the whole thing sits in the library section on Android and the profile tab on iOS.

A JioSaavn spokesperson called music a tool for “self-expression” and said the launch reflects a push to build experiences that go “beyond streaming.” Translation: the company wants you spending more time staring at your own taste rather than just listening to it.

JioSaavn, founded in 2007, claims over 100m monthly active users and a catalogue north of 100m tracks across 15-plus languages. Jio subscribers get a side perk too, setting any of 3m songs as a JioTune, while the JioSaavn Pro subscription throws in ad-free listening, unlimited downloads and unlimited skips across individual, family, duo and student plans.

Whether “Hip Hop Hustler” makes it onto anyone’s LinkedIn bio remains to be seen. But JioSaavn is betting that nothing gets Indians sharing quite like being told who they are.