Deezer launches freemium model in bid to become household brand
French music service Deezer has launched an ad-funded version of its service in the UK as it continues to aggressively drive its global expansion and become a household brand.
The service, which claims 3 million subscribers globally, is rolling out its freemium version in 150 countries worldwide with the view to netting some of the 600 million people living there.
From today it will offer a year-long discovery period in which UK listeners can have access to its ad-funded service on an unlimited basis via desktops and PCs, with a free, 30-day trial of its Premium service if a listener access the service via a mobile device.
Deezer has previously claimed around 60 per cent of its subscriptions have been driven by mobile sign-ups.
Once an individual’s year of unlimited access has expired, they will be offered two hours per month of free listening on PCs and laptops indefinitely.
Meanwhile the company has unveiled Deexer4Artists, a platform designed to let artists customise their presence on the service and forge closer relationships with their fans. Artists and their labels will have real-time access to streaming data so they can see who is listening and what streams are trending. Deezer listeners will also be able to see a filtered version of this, showing what artists are most popular in different countries.
Ther service's overhaul also features artists pages that be customised according to their own preferences, with the ability to link through to Twitter and Facebook accounts, and upload additional, exclousive content including live songs and interviews. Deezer artists will also have certified accounts, through which fans can interact with the artists including Bruno Mars, and Ed Sheeran.
The service has also opened its API, meaning artists can develop software to create new experiences that can run on the service, and next year it will kick off an affiliation programme, which will see artists or commercial partners rewarded for any new subscriber they bring to Deezer.
The service’s overhaul follows the news of a $130m pot of funding it raised in October from Access Industries and other investors.
Deezer’s CEO Axel Dauchez said the service overhaul and freemium launch marks a “significant” moment for both music lovers and artists. “For the first time, all barriers to music discovery and reach have been completely lifted.
"We will allow fans all around the world to enter the musician’s creative universe, discovering new and exciting content, ultimately enhancing their enjoyment of music. At the same time, through fantastic tools, we are supporting the artists’ need to engage with their fans and reach a deeper understanding of what makes them fall in love with a track. In today’s environment, such a tool could help make or break an artist.”
The changes signal a major step in its overall expansion strategy and plans to become a household brand, according to Dauchez. “Now we’re embarking upon the next stage in our journey towards becoming known to households around the world. Our ad-supported service is a necessary trigger to drive global change by bringing music subscription to mass audiences worldwide. Our aim here is to encourage music fans to try us, driving ad-supported service listeners to switch to paid subscription over time. Once they have properly experienced Deezer, people do not go back.”
The news follows a series of changes rival service Spotify has announced including a host of new features to be rolled out in 2013. These include new music discovery features and will let listeners follow an artist as they would on a social network.