Gaana partners Fenix360 to bring artist merchandise, tickets and paid live streams onto its platform
Gaana has tied up with Fenix360 to add a social feed and creator-commerce tools, letting artists sell merchandise and tickets, host paid live streams and receive direct fan support within the music platform. Artists will retain 70% of revenue generated through Fenix360 monetisation tools.
What happened
Gaana has partnered with Fenix360 to add a social feed and creator-commerce tools, enabling artists to sell merchandise and tickets, host paid live streams and
Key facts
- Artists will retain 70% of revenue generated through Fenix360 monetisation tools
Why this matters
Fenix360 gives Gaana a faster route into creator commerce without building a full marketplace in-house, highlighting partnership opportunities with ticketing, payments, fulfilment and live-event platforms.
What to watch
- Number and quality of artists launching Fenix360-enabled stores on Gaana, especially independent and regional artists.
- Conversion rates from artist pages and social-feed engagement to merch, ticket or livestream purchases.
- Average transaction value, repeat purchase rate and share of GMV from tickets versus physical merchandise.
- Evidence of exclusive content or event access being reserved for Gaana users.
- Expansion of payment methods, fulfillment partners, refund policies and city-level ticketing coverage.
- Competitive responses from JioSaavn, Spotify, YouTube, Instagram, BookMyShow and direct-to-fan platforms.
- Whether the stated 70% artist revenue share is matched by transparent payout timing and low operational fees.
- Launch artist storefronts tied to new releases, playlists and fan communities, using exclusive drops to create purchase urgency.
- Bundle paid livestream access, digital collectibles or merch discounts into premium subscription offers rather than relying solely on one-off transactions.
- Add regional-language creator onboarding and local-event ticketing, where Gaana's music audience can be converted into city-level demand.
- Build first-party fan CRM tools for artists, including purchaser segmentation, notifications, pre-sales and recurring membership options.
- Use Fenix360 revenue-share economics to recruit independent-label catalogs and establish exclusivity around live sessions, backstage content and merchandise launches.