Deezer announces sponsored editorial playlists

The French streaming service said the move is to allow advertisers to get closer to millions of Deezer’s free subscribers.

With the new feature, brands can exclusively back any of Deezer’s popular editorial playlists that fit their offering and target audience. Additionally, the chosen playlist will feature a large image of the company across the header, along with a link to their website and dedicated audio adverts.

“The ability to sponsor our curated editorial playlists opens up new opportunities for brands to connect to relevant and engaged audiences,” the company’s vice president in charge of advertising sales, Emilie Proyart said.

“Deezer’s playlists are curated by our expert editors, and the sponsorship option provides brands with the opportunity to stay close to the music with complementary visual and audio ads.”

Headphone brand Marshall presently sponsors two of Deezer’s biggest pop playlists in France namely Poptop and Pop All-stars. Poptop boasts 317 690 followers, while Pop All-stars currently has about 475 000 followers. Proyart noted that her company is “already working with brands in France, Turkey and Egypt, and look forward to offering this solution to more companies around the world.”

Founded in 2013 by entrepreneurs Daniel Marhely and Jonathan Benassaya, Deezer is currently available in over 180 countries, with 14 million monthly active users and 7 million paid subscribers as of January 2019. The company, worth $1.4bn as of July 2020, boasts a library consisting some 56 million licensed tracks, with over 30,000 radio channels.

Meanwhile, Deezer last month introduced collaborative playlists to allow its users on Android to create or edit existing playlists with their friends. This feature, which is already available for all desktop and web users, is also expected soon on iOS.

For more information, visit Deezer’s website.