After going public via SPAC deal, Spotify rival Deezer repositions brand ‘to attract Gen Z’

Last month, France-born Spotify rival Deezer became a publicly-listed company, seven years after the plug was pulled on its previous attempt at an IPO.

The music streaming service made its official stock market debut on the Euronext Paris in July after combining its business with I2PO, a Special Purpose Acquisition Company (SPAC) based in France.

Now, the company says that it’s repositioning its brand to attract younger users to the streaming service.

The plans include a new marketing campaign, which launches this week in three of the company’s key markets: France, Germany and Brazil.

Prominent French agency Buzzman was chosen as the main partner for the campaign, and, for what Deezer calls its “wider brand development”.

The move to attract younger users to the platform in these markets follows the recent news that Deezer is expanding its operations in Germany with the aim of replicating a successful strategy in Brazil where it launched in 2013.

Deezer faces tough competition from the likes of rival Spotify though, which had 188 million Premium subscribers as of Q2 2022. At the end of Q2, Latin America accounted for 22% (95m) of Spotify’s monthly active user base of 433 million MAUs, and 21% of its total Premium subscriber base (39.48m).

According to Deezer’s merger prospectus, the music streaming service had 9.6 million total subscribers in 2021, including 5.6 million B2C (direct) subscribers and 3.9 million B2B subscribers.

The merger prospectus also noted, under the ‘Risks related to Deezer’s activity’ section, that “in order to achieve its growth objectives and attain profitability, Deezer must significantly increase its paying subscriber base”.

The company added: “Deeezer plans to increase its marketing investments significantly in the coming years and continue investing in offering free trials and discounted promotional offerings.

“If these efforts do not succeed at increasing Deezer’s revenue-generating subscriber base substantially, Deezer’s revenue will not grow as anticipated, and it might not achieve profitable operations.”

Deezer’s new campaign will show imagery in multiple outdoor formats, including eight “M2 billboards”, as well as digital activations, social media, and TV across France, Germany and Brazil.

Additionally, Deezer is creating a TikTok challenge where, according to a media statement, “people will enhance or change a situation with the power of music”.

After scanning a QR code on the image, a song will be played from artists range from icons such as Edith Piaf, global superstars like Dua Lipa, and local stars such as Heuss L’enfoiré, Jul, Die Prinzen and Vitor Kley.

“Working with Buzzman, we have created a disruptive, and engaging campaign, where music makes images come to life.”

Elsa Batigne, Deezer

Elsa Batigne, VP Brand Marketing, Deezer, said: “A song has the power to change how you view the world around you. As the home of music, Deezer is the best partner to set the mood in any situation of our users’ lives.

“Working with Buzzman, we have created a disruptive, and engaging campaign, where music makes images come to life.

“We can’t wait for our users to interact and play with the concept, and use the power of music to create their own content.”

 Music Business Worldwide

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