Deezer’s New Identity: Bold, Purple and Artist-Centered.
A new look promising rewards for songwriters and publishers.
Not long after the announcement of a joint venture with Universal to ‘increase artists’ revenue’, Dezzer shared on November 7th, 2023, its new identity transformation, reinventing people’s emotional connection to the brand.
Purple often symbolizes creativity, luxury, and sophistication.
Purple has quite a musical history: in the realm of rock, you’ve got Deep Purple, and Prince famously singing ‘Purple Rain’, referring to reflection and personal revelation.
Deezer’s new colour = new user experience?
The France-headquartered music streaming platform has rebranded and launched a redesigned app by introducing an enhanced user experience, to empower fans to “Live the music” through personalized experiences.
It sounds familiar (eg. YouTube Music — October 24th, 2023)
“We have transformed Deezer over the past two years, and today marks a key milestone as we introduce our new identity and logo, while showcasing how our product is evolving into a platform where people can experience and live the music in a way that cannot be found anywhere else,” said Jeronimo Folgueira, CEO, Deezer.
The rebrand follows a quarter in which the music streaming platform added 600,000 new subscribers (in Q3) and saw its revenues rise 5.5% YoY to €120.7 million (USD $131.36m) in the three months to the end of September (Vs. +11% YoY for Spotify reaching €3.4 billion)
The key enhancements are being integrated into the new artist-centric model:
- Focusing on artists — Deezer will attribute a double boost to what they define as “professional artists” — those who have a minimum of 1,000 streams per month by a minimum of 500 unique listeners
- Rewarding engaging content — additionally assigning a double boost for songs that fans actively engage with, reducing the economic influence of algorithmic programming.
- Demonetizing non-artist noise audio — Deezer plans to replace non-artist noise content with its own content in the functional music space, which won’t be included in the royalty pool.
- Tackling fraud — continuing to drive an updated and stricter proprietary fraud detection system, removing incentives for bad actors, and protecting streaming royalties for artists.
- User-centric capped approach *— The updated model focuses on the user’s experience: it introduces a limit on monetization, capping it at 1000 streams per individual user each month. Regardless of the number of streams, each user’s contribution to the royalty pool is treated as 1000 streams. This approach aims to distribute royalties more equitably among the artists users listen to each month and helps deter fraudulent activities.
*About the capped approach: Deezer and Sacem are jointly exploring new ways of rewarding the value songwriters and publishers create. The partnership aims to ensure fairer compensation for publishing rights owners by reimagining how publishing rights are monetized in music streaming. (To be continued)
“Sacem has always anticipated changes in the music market and been a pioneer in seizing every opportunity to better redistribute rights and maximise the value of its members’ works. By proposing an alternative remuneration model via ‘Artist Centric’, we welcome Deezer’s desire to put creators and publishers back at the heart of their concerns. This is why we felt it was essential to launch this in-depth study, which we hope will make it possible to increase the value of streaming for our members”, says Cécile Rap-Veber, CEO, Sacem.
Through this partnership, Deezer and Sacem will analyze streaming data and evaluate the viability of different economic models aimed at remunerating songwriters, composers, and publishing rights owners more fairly.
This news brings hope to artists and creators who, for many, struggle to make a living from their streams.
-Musically Yours.
BOT.
