About the Customer

HCL Concerts is India’s biggest and longest-running live Indian music platform, boasting 23 years of history, 1500+ artists, and over 75 million viewers. It showcases the finest and most diverse Indian classical music, featuring over 800 hours of soulful music created and recorded by 500+ musicians.

Project Details

The project involves an OTT musical platform where users can listen to soothing Carnatic and Indian classical music. It offers a live streaming option for ongoing classical concerts and allows users to listen to classical melodies based on their taste and consumption history.

HCL Music




Design, Development & Launch


  • HCL Music wanted an auto-suggestive search for classical songs by artists and genres.
  • There was no recommendation engine in place, affecting user engagement as users couldn’t get auto suggestions based on their taste and consumption history.
  • The client aimed to run a User Acquisition campaign and expand their user base.
  • The hybrid app had frontend issues, leading to stability and scalability issues. Users were unable to update to the latest version of the app.
  • The backend architecture design increased infra costs, which would further escalate as the user base grew.

Our Approach

  • Implemented MoEngage to track user behavior and assist them in listening to songs of their choice.
  • BigOhTech integrated the app with marketing platforms such as MoEngage, Appsflyer, and Facebook Analytics.
  • Re-architected both the iOS and Android apps, CMS, and backend to scale for marketing needs.
  • Redesigned the app into a native tech stack without affecting the current user base.
  • Redesigned the backend infrastructure to avoid using extra managed services and created resources customarily, reducing costs.
  • Implemented Elastic Search, Logstash, and Kibana tech stack to reduce user search time for server-side tags.
  • Developed an end-to-end product with Elasticsearch to assist users in searching songs by artists and genres.
  • Utilized AWS managed services for CDN and CloudWatch for monitoring services.
  • Implemented predictive analysis via a recommendation engine to recommend songs based on user interest and listening pattern.


  • Smooth search functionality allows users to easily search for songs by artists and genres.
  • Personalized recommendations for latest concerts, trending, and newly released songs.
  • Successful user acquisition and engagement campaigns resulting in a user base growth of approximately 2.5 times.
  • Significantly reduced cost for managed services by approximately 60%.
  • Effortless updating of the latest app versions and a native experience with new features.

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