From Puerto Rican reggaeton to Brazilian gospel and Dutch hip-hop, Deezer, the music streaming company, is scouring the world for gaps in the industry where it can thrive and survive against Apple and Spotify.
The French company has little expectations of success going head-to-head with its far larger contenders in the mass-industry kingdoms inhabited by the likes of Ed Sheeran and Taylor Swift. As an alternative, it is aiming on local music genres in often non-English and fast-growing language industries, segments where it thinks it can get a lead. It is aiming local listeners whereas also seeking to place itself for a worldwide audience as a non-mainstream as well as a cool alternative.
As fraction of this plan, rolled out this year and dubbed as Deezer Next, the company is dispatching local groups of editors to recognize talent in functional genres and make original content, similar to that of Netflix. The goal is not only to distinguish its catalogue but also to lower its dependency on the record labels that take the huge contribution of revenue from streaming service. It has 40 editors all over the world, and is seeking to hire more.
Hans-Holger Albrecht, the Chief Executive of Deezer, claimed that he might aim selected markets in Asia, Latin America, and Africa where Spotify was not previously leading. They comprise Bolivia, Guatemala, Colombia, Paraguay, Senegal, Nigeria, and South Africa. “I sturdily think in the localization of content,” he claimed to the media. “While Spotify is chiefly focused on playlist, we are gambling on local separation, and this has assisted us turn out to be number one in Brazil in gospel.”
But discovering a way to gain represents an alarming task for the loss-making firm. It has an analogous freemium to Spotify, the market leader, whereby it magnetizes users by providing ad-backed free access and taxes a monthly charge of almost $10 for the complete service. On the other hand, it has just 12 Million active consumers, almost 9 Million paying, as compared to 60 Million paying users of Spotify, and brings in merely 1/10th of the Swedish company’s $3 Billion yearly income.