Deezer ‘Dare to Discover’ campaign challenges musical stereotypes with help from the Bearded Dame

Deezer is celebrating diverse artists and creatives in its latest marketing campaign, 'Dare to Discover'. The multi-part series kicks off following the life of ‘the Bearded Dame’ Harnaam Kaur.

The 26-year-old Londoner tells tales of her development as a person while dealing with polycystic ovary syndrome which has resulted in her growing, and eventually embracing, facial hair. In the five-minute video from creative agency Attention Seekers, Harnaam touches down with musician friends, Jayana, Vic Santoro, Darius Vernon and Shadez The Misfit.

Kaur said: “Music is very personal and it can mean something different to each and every person. You can connect to music on so many different levels - it can evoke certain emotions in you and it can also be an outlet for what you are going through.

“Music has helped me embrace my differences and I’m thrilled to be part of a campaign that challenges differences and puts music at the heart and soul of a person.”

Kaur serves as the campaigns first contributor although Deezer ensures there is more talent to come as it looks to shine a light on upstarts and trend-setters in the music, and creative, industries.

Julia Herd, Deezer’s global vice president of comms and campaign, said: “People want music that resonates with their lives, no matter where they are, or what they are doing. We want Deezer to be the soundtrack to our listeners’ lives and we believe this to be a very real and meaningful way of bring that ambition to life.”

The series aligns fully with Deezer Flow - a personalised music soundtrack crafted using algorithms and human curation, underlining the service’s potential as a discovery platform.

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