Deezer Taps Dua Lipa to Kick Off Gen Z-Focused Marketing Pivot

Photograph Credit score: Deezer

4 months again, Deezer revealed that it had about 9.6 million subscribers and disclosed plans to generate €1 billion in 2025. Now, in an effort to develop the previous determine and meet the latter aim, the French streaming service “is repositioning its model to draw youthful customers.”

Deezer, which has suffered a fabric stock-price falloff since itemizing on the Euronext Paris final month, unveiled the high-profile advertising shift this afternoon. Value noting on the outset is that near 72 p.c of the platform’s aforementioned 9.6 million subscribers reside in France or Brazil. And in complete, execs stated that Deezer boasted about 16 million month-to-month energetic customers.

Taking into account the figures, Deezer introduced immediately that it had enlisted Paris-headquartered advert company Buzzman to spearhead the model realignment, starting with a Gen Z-focused advertising marketing campaign in France, Brazil, and Germany.

“With partaking visuals from photographer Lou Escobar, Deezer presents plenty of intriguing eventualities that initially look may not inform the complete story,” the corporate stated of its marketing campaign, which options the work of Warner Music-signed Dua Lipa, French singer Édith Piaf, Germany’s Die Prinzen, French rappers Heuss l’Enfoiré and Jul, and Brazil’s Vitor Kley. “After scanning a QR code on the picture, a track shall be performed which is able to both elevate or change the notion of the situation.”

Centered on speaking “the ability of music” to potential customers, the promotion is poised to succeed in eight billboards, tv, social media, and different “outside codecs” within the above-identified nations. Deezer can also be growing “a TikTok problem the place folks will improve or change a state of affairs with the ability of music,” higher-ups relayed, although the launch schedule stays unclear.

Addressing the model repositioning in an announcement, seven-year Deezer exec Elsa Batigne touched upon a wider aim of driving user-generated content material creation with music.

“Working with Buzzman, we now have created a disruptive, and fascinating marketing campaign, the place music makes photographs come to life,” Batigne stated partly. “We will’t look forward to our customers to work together and play with the idea, and use the ability of music to create their very own content material.”

Transferring ahead, it’ll be attention-grabbing to see whether or not Deezer’s try to woo youthful customers pays off, particularly contemplating the market presence of well-entrenched gamers like Spotify and Apple Music.

However some within the trade have lengthy referred to as on the corporate to lean into artist partnerships – and notably tie-ups with Warner Music acts, as the main label likewise belongs to Entry Industries – to develop. Consequently, the preliminary advertising marketing campaign’s featured professionals might be an indication of the promotional initiatives which might be forthcoming.

Throughout immediately’s buying and selling hours, Deezer inventory dipped barely from Monday’s shut and completed at €4.31 per share.