Deezer against online music giants: proof by metal

How to exist when you are a French company in the face of the giants that are Apple Music. Furthermore, Amazon Music or Spotify? In addition, Deezer has innovated and that seems to be paying for the moment. Consequently, Among the success factors, the creation of a link, via the platform, between artists and their audience plays a role. Furthermore, Demonstration with the case of metal music.

In less than two decades. Therefore, the music industry has gone from the sale of physical products to an economy of digital access. Similarly, This transition was not smooth. Therefore, This change has upset the economic balances, weakening independent record stores and labels, while bringing out new forms of mediation. Nevertheless, In this landscape, platforms like Spotify, Apple Music, Amazon Music or Deezer have become essential.

But these actors are not content to broadcast deezer against online music giants: music. Similarly, They concentrate the functions of dissemination. Therefore, recommendation, measurement and monetization, transforming cultural value chains and the relationships between artists, producers and audiences, according to their own logic.

Among them is a French platform founded in 2007: Deezer. In addition, It is distinguished by a singular strategy, combining technological innovation, cultural responsibility and community anchoring.

A full -fledged industrial player – Deezer against online music giants:

Like its competitors, Deezer offers a subscription giving access to millions of streaming titles. Therefore, The platform also allows the creation of playlists and personalized recommendations. Therefore, His algorithm ” Flow »Structures listening practices by prioritizing content according to user tastes.

Behind this standardized logic. Similarly, Deezer adopts a distinct strategy based on three axes:

• valuation of local and French -speaking scenes,

• human editorialization in addition to algorithm,

• Commitment to more equitable remuneration.

In France. Deezer is experimenting with a model known as ” user-centric Remunerating deezer against online music giants: artists according to the real listening of each user. In this way, the platform has support for more confidential creators. It also develops tools to identify. then limit the visibility of music produced by artificial intelligence tools, which represents around 10 % of the songs delivered daily on the platform while strengthening the interactions between artists and their audience thanks to community functionalities.

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Metal: an exemplary niche – Deezer against online music giants:

Among the multiple musical genres on platforms, metal occupies a singular place. Historically anchored in a deezer against online music giants: culture of the object attached to CDs. vinyls, its access has long been on the fringes of traditional circuits, based on the purchase of physical supports. Little visible in global rankings. little present in generalist media, Metal music nevertheless represents one of the most structured, faithful and committed scenes.

If the place of labels has widely evolved in recent years. this transformation is particularly striking in metal, where they continue to play a pivotal role, whether these labels are international or local record stores. In an ecosystem still very attached to physical production. aesthetic coherence and the construction of a sound identity, labels are cultural actors, both guarantors of the artistic line and mediators between groups and their audience.

New visibility for underground groups

Mehdi El Jaï, CEO of Label Verycords (Mass Hysteria, Ultra Vomit, Psykup, Akiavel, etc.), underlines that the platforms, like Deezer, have offered unique visibility to groups deezer against online music giants: hitherto confined to specialized circuits. Thanks to a targeted editorialization and relevant partnerships, labels extend their role as prescribers while adapting to new access logics. He notes that, if these platforms have helped reduce hacking, they also profoundly upset the ecosystem. He nevertheless recognizes Deezer’s particular interest in the Metal scene:

“We organized beautiful events with them. such as a pre-listening to“ dark matter ”, Mass Hysteria, which contributed to a beautiful launch. The platform is very hiding on “fake streams” hunting. which also pollute part of the business, because we are on a model of “Market-Share” and not “User-Centric”, so it’s very pernicious. […] Deezer is very horse on issues linked to the disc economy. the economy of the phonographic producer and therefore to the challenges of the future. »»

Community coherences

Unlike styles worn by viral playlists. metal is based on active, faithful and passionate listening, deezer against online music giants: even if there are differences according to the different sub-genres, more or less attached to physical support. For Mehdi El Jaï:

“Today. you buy an artist record of which you are fundamentally a fan, which has implications on sales and therefore on popularity, the exhibition, and on the entire value chain. Like social networks. there is [avec les plateformes de streaming] A desire to develop communities that are linked to artists is the meaning of history. »»

Aware of this potential. Deezer has created several devices to enhance the Metal scene:

• specialized playlists created by human publishers, covering both the big sub-genres (Black, Death, Thrash, Prog and more sharp niches;

• Reinforced presence in personalized recommendations thanks to suitable prioritization, with specific editorial content (interviews, selections linked to festivals such as Hellfest or Motocultor.

An opening lever

With this strategy. Deezer deezer against online music giants: can weave a strong link with a demanding scene, attached to loyalty and knowledge. Streaming thus becomes an international opening lever for underground groups, provided you are well editorial.

“Platforms also allow us income that we would not have without them. You take people who listen to Myrath in Indonesia, how I would have touched them before, I don’t know. Today, we have people who listen to Myrath in Indonesia, Peru, Argentina. »»

If Deezer seeks to better pay the artists, the streaming model remains imperfect. The algorithm tends to standardize listening, to the detriment of diversity, especially in genres like metal, whose specificities it struggles.

On the user side, the subscription limits full access and the abundance of content can make listening more superficial. Nevertheless. faced with a record store in difficulty or specialized media in crisis, Deezer, despite these limits, remains today a privileged means of deezer against online music giants: access to music.