The 24six app exploded onto the Jewish Music scene just a few months ago with a premise that has been tried before but never executed this well. 24six serves as a benchmark for where the Jewish Music business is heading in the near future.
24six addresses a primary concern in today’s technology-driven world. Frum people want to enjoy good Jewish music anytime and anywhere for an affordable price. Until now the options for music streaming have only been available on secular platforms. Due to the obvious issues of dealing with secular media, 24six aimed to release a service that would eliminate the dangers of exposing frum people to the slippery slope of secular entertainment.
24six curates all the music, videos, podcasts, Shiurim and other content to make sure that everything on the platform represents kosher entertainment. The app is structured in a way that the user also has the ability to limit certain forms of entertainment through the use of profiles. These can come in handy when children are using the app.
24 six has been up and running for some time now and since release, they have been importing hundreds of hours of content while arranging business agreements with singers and entertainers across the Jewish industry.
Shortly before Chanukah, they released a physical product dubbed “The 24six Family Player”. A one-app device that is only connected to 24six effectively answers the concern of not owning a smartphone in order to use the service. A music video featuring Yaakov Shwekey, Avraham Fried, Shmueli Ungar, and Simcha Friedman was released shortly afterward to promote the app and device.
The real question is if this platform is going to be lucrative enough for singers in order for it to become a mainstay in Jewish Music. Reportedly, 24six is paying a higher premium than Spotify or Apple Music for each listen and they are also actively marketing the content to a much more concentrated audience.
Album production costs are always rising and the purpose of albums are proving necessary to promote an artist and serve as a gateway to live performances. Based on that alone, 24 six may be the best option for singers to share their music with the world and maintain a loyal fanbase.
Yechiel Rosner
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