Deezer refocuses support for local artists

Deezer is revamping its Deezer Next initiative to offer more support to ‘homegrown’ talent.

Five years on from the launch of Deezer Next, the streaming service has evolved its support programme to highlight local talent, with local editorial teams selecting up-and-coming artists that are relevant to listeners in each market. 

The selection process will take into account both streaming patterns and new talent introduced by Deezer’s label and distribution partners. Each of Deezer’s teams around the world have developed their own locally tailored initiatives.

The relaunched support programme will be known as Deezer Focus in the UK and Ireland, while it will be called Deezer Aposta in Brazil and Deezer Fresco in Latin America. In France, it will continue as Deezer Next. 

The new approach to its artist development programmes means that Deezer will be able to highlight more new acts than ever before.

The local support programmes will vary in duration, tailored to each market’s needs. During this time, they will heavily promote the featured artist’s music and grow their fanbase.

In the UK & Ireland, Deezer Focus will be a monthly programme that kicks off in June with neo-soul and ‘psychedelic R’n’B’ singer and songwriter Greentea Peng, also known as Aria Wells. Support will include guaranteed priority playlist additions, homepage prominence and social support across Deezer’s channels.

“Our mantra at Deezer has always been ‘local hero,” said Adam Read, UK & Ireland Editor at Deezer. “We love supporting new artists, from the likes of Lewis Capaldi to YONAKA, and bringing their music to new fans. Acts like Joesef saw a boost of 900% in streams as part of our NEXT programme. 

“Thanks to Deezer Focus, we’ll have more opportunities to work with upcoming talent in the UK and Ireland and take a tailored approach to raising their profiles with our local fans. I can’t wait to kick-start the programme by showcasing the unique voice of Greentea Peng. She defies traditional R&B and soul by creating music that is authentic and uncompromising. I’m looking forward to new fans discovering her in our featured playlists next month.”