Saarey

High-Level Overview

Saarey is a London-based technology company that has developed an award-winning audio streaming platform focused on South Asian classical music. It serves a large, underserved global market of approximately 125 million enthusiasts, offering exclusive access to 85-90% of recorded South Asian classical music from Pakistan. Saarey’s product, Saarey Music, is available on iOS, Android, and the web, providing users with human-curated playlists and subscription plans to access this culturally significant music. The platform addresses the problem of limited digital access to this niche genre, enabling users worldwide to easily discover and enjoy South Asian classical music. Saarey has demonstrated strong growth momentum, with a 272% year-over-year revenue increase in its first year and steady monthly growth in paying subscribers and recurring revenue[1][2].

Origin Story

Founded in 2019, Saarey was born out of a deep desire to preserve and promote South Asian classical music, a living art form with rich cultural heritage. The company is led by CEO Faraan Irfan, a 16-year veteran of South Asian classical music who continues a 61-year family legacy in the genre. Faraan holds a Global MBA with honors from Columbia Business School, London Business School, and the University of Hong Kong. The founding team also includes Nick Cooke, a subscription funnel expert formerly with Spotify, and Deven Dave, a serial entrepreneur and angel investor with extensive experience in entrepreneurship and engineering. Early traction included securing exclusive worldwide rights to the majority of Pakistani classical music recordings and launching a live streaming service that quickly gained thousands of active users and strong revenue growth[1][2].

Core Differentiators

• Exclusive Content Rights: Holds exclusive worldwide rights to 85-90% of South Asian classical music recordings from Pakistan, a unique and valuable content moat.
• Human-Curated Experience: Offers expertly curated playlists that enrich the user experience beyond algorithmic recommendations.
• Cross-Platform Availability: Accessible on iOS, Android, and web, ensuring broad user reach.
• Strong Subscription Expertise: Leveraging the team’s deep experience in subscription growth (notably from Spotify), Saarey has optimized its customer acquisition and retention strategies.
• Cultural Authenticity: Led by a founder with deep personal and professional ties to the music, ensuring authenticity and respect for the genre.
• Rapid Growth Metrics: Demonstrated high revenue growth (272% YoY) and steady monthly increases in paying subscribers and recurring revenue, with stable customer acquisition costs and churn rates[1][2].

Role in the Broader Tech Landscape

Saarey rides the global trend of niche streaming platforms that cater to underserved cultural and musical communities, leveraging digital technology to preserve and promote heritage art forms. The timing is favorable due to increasing global internet penetration, mobile device usage, and a growing appetite for culturally authentic content. Market forces such as the rise of subscription-based audio services and the demand for curated, high-quality music experiences work in Saarey’s favor. By focusing on South Asian classical music, Saarey fills a significant gap in the streaming ecosystem, influencing the broader music industry by expanding the diversity of accessible content and supporting cultural preservation through technology[1][2][3].

Quick Take & Future Outlook

Saarey is well-positioned for substantial growth, aiming to reach 2 million paying subscribers and £50 million in revenue within five years, potentially becoming a £250 million company. Future trends shaping its journey include continued digital adoption in South Asia and diaspora communities, increasing demand for culturally rich content, and advances in streaming technology. Saarey’s influence may evolve from a niche streaming service to a broader digital ecosystem for South Asian classical music, potentially expanding into content acquisition, live experiences, and educational offerings. Its strong foundation and unique market position suggest it will remain a key player in preserving and popularizing South Asian classical music globally[1][2].