Deezer takes minority stake in Driift
Paris-based global streaming company Deezer has acquired a minority stake in UK-based livestreaming company Driift.
Driift says that the new funding will help it accelerate its growth, while Deezer plans to leverage its technology and expertise to support the livestreaming platform’s future growth, including the roll-out of new products and offerings.
The announcement follows Deezer’s strategic investment in Dreamstage – a US-based live music streaming startup – and the launch of its new live brand, Deezer Live.
Driift was founded in August 2020 and has since sold more than 600,000 tickets for live-streamed gigs with acts including Nick Cave, Niall Horan, Kylie Minogue, Biffy Clyro, Andrea Bocelli, Laura Marling, Dermot Kennedy, Courtney Barnett and Sheryl Crow.
Its previous partners include the UK’s Glastonbury Festival where the company conceptualised, created and produced the ‘Live At Worthy Farm’ event, which featured artists including Coldplay, Haim, Jorja Smith, Idles, Wolf Alice, Michael Kiwanuka, Damon Albarn and The Smile.
“Live streaming is a rapidly growing industry that is redefining how fans engage with their favourite music”
The company is majority-owned by co-founders ATC Management, with Beggars Group a minority shareholder.
The company is headquartered in the UK, with additional operations in New York and Perth in Australia.
Deezer’s CEO, Jeronimo Folgueira, says: “Livestreaming is a rapidly growing industry that is redefining how fans engage with their favourite music. Companies like Driift help artists reach people all over the world to generate new revenue streams. Deezer has been a music industry innovator since the very beginning.
“Our investment in Driift is the next step in our expansion in this exciting and fast-growing space. It also follows our strategic investment in the live streaming platform Dreamstage in May this year. I look forward to working with Ric and Driift’s management team.”
Ric Salmon, CEO of Driift, says: “We are delighted to have received investment from a global player such as Deezer. The investment highlights the value of Driift’s offering and confirms that live streaming will be a major new component of the music industry going forwards.
“What Driift has achieved artistically and commercially under lockdown conditions has really only scratched the surface. I believe that with Deezer, alongside our existing shareholders Beggars Group and ATC, we have the perfect partners to help us capitalise on new opportunities as the long-term potential of live streaming becomes more and more apparent.”
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Deezer expands into Live shows
Deezer has become the latest music streaming service to branch out into organising its own concerts, announcing the launch of ‘Live’, a live music series based on its popular playlists.
The Paris-based company is using three of its biggest genre-based playlist brands – Rocket, Popstar and Certified – to host intimate live shows (or ‘playlist parties’) in venues in France, which will be recorded as a ‘Deezer session’, available exclusively on the streaming platform.
Rival service Spotify has successful staged its own playlist-based shows, most successfully the hip hop-focused Who We Be and RapCaviar, while Apple (which has its own streaming platform, Apple Music) last summer launched a series of events based on its Up Next initiative, focusing on emerging artists.
“Fans can get closer to the artists they love, from the playlists they love, in a live setting”
The Deezer Live brand launches tonight (19 February) in Paris with Rocket Live, featuring Circa Waves (pictured) and Twin Atlantic, according to MBW.
Nigel Harding, Deezer’s VP of artist marketing, says: “Our editors make playlists to perfectly suit fans’ tastes and moods.
“For the first time, we’re bringing these hand-picked selections to life in a really cool party atmosphere. Fans can get closer to the artists they love, from the playlists they love, all in a live setting.”
Study: 78 minutes of music a day aids wellbeing
A new study into the therapeutic benefits of music has recommended listening to a minimum of 78 minutes of music a day, in order to maintain a healthy mind and body.
Conducted by the British Academy of Sound Therapy (Bast) and music streaming platform Deezer, the study analysed how people use music to process emotions.
Of the over 7,500 people studied, 90% said they use music to help them relax and 82% listen to music to feel happy. Almost half of respondents saw music as a way of overcoming sadness, with 28% also using music as a way to manage anger. A third of participants found music enhances their levels of concentration.
The study found that the therapeutic benefits of music become evident after 11 minutes of listening. In the case of happiness, listeners need only wait five minutes to reap the emotional rewards of a song.
“Dedicating time each day to listen to music that triggers different emotions can have a hugely beneficial impact on our wellbeing,” comments Bast founder Lyz Cooper. “Listening to happy songs increases blood flow to areas of the brain associated with reward, and decreases flow to the amygdala, the part of the brain associated with fear.”
The Bast- and Deezer-led study found that pop music was most likely to induce feeling of happiness, with songs by Pharrell Williams (‘Happy’), Ariana Grande (‘God is a woman’), Ed Sheeran (‘Sing’) and Little Mix (‘Salute’), as well as classics by Abba (‘Dancing Queen’), Bob Marley (‘Jammin’) and Queen (‘Don’t Stop Me Now’) favoured by respondents.
“Dedicating time each day to listen to music that triggers different emotions can have a hugely beneficial impact on our wellbeing”
Classical music by Beethoven, Pachelbel, Mozart and Bocelli was deemed the most relaxing and the best for concentration. Songs by Simon and Garfunkel, Adele, Ed Sheeran, Pink Floyd and Fleetwood Mac also slipped into the relaxation category, with Pink and Jean-Michel Jarre featuring on the best-for-concentration list.
Rock and metal were the genres of choice for listeners wishing to combat anger, with tracks by AC/DC (‘Highway to Hell’), Rammstein (‘Du Hast’), Metallica (‘Enter Sandman’), Linkin Park (In the End’) and Nirvana (‘Smells Like Teen Spirit’) named by participants.
Elton John, Bon Jovi, Bob Marley, Christina Aguilera, Johnny Cash, Queen, Whitney Houston and Leonard Cohen were found to be the favourite artists for listeners overcoming sadness.
“Music influences our lives and at Deezer we try to understand and embrace the relationship that people have with their favourite tunes,” says Frederic Anteime, vice president of content and productions at Deezer.
“Now we’ve been able to go even deeper into that relationship and see how people use music to manage different mental states. The results offer an idea for how music can be used to manage our emotional and mental health on a daily basis, especially when you have a wide library at your fingertips.”
Deezer has created five playlists based on the results of the study with the recommended breakdown of different music style and genres for a ‘balanced’ musical intake.
CES: Sony partners with LN clubs for 360 Reality Audio
Electronics giant Sony Corporation has unveiled 360 Reality Audio, a new 3D audio technology it promises is “so immersive that music fans will feel like they are front row or side stage at a concert”.
The launch, at the Consumer Electronics Show (CES) in Las Vegas yesterday (7 January), follows Sony’s joining forces with several Live Nation clubs and theatres to capture audio from concerts including the Wombats, Kodaline, AJR and Good Charlotte.
According to Sony, 360 Reality Audio produces a three-dimensional, spatial sound field “where the different sounds and musical elements can be projected a full 360 degrees”.
Fans will then be able access the audio content of the aforementioned artists, as well as more still to be announced, by selecting the ‘360 Reality Audio’ tracks on partner streaming platforms Deezer, nugs.net, Qobuz and Tidal.
According to Kodaline singer Steve Garrigan, “listening to our live concert through the new 3D technology is the closest I’ve ever come to actually being in the audience at a Kodaline show. It’s unlike anything I’ve ever experienced before.”
“360 Reality Audio will truly provide fans a lifelike live music experience long after the show has ended”
“Our 360 Reality Audio will make it possible for us to provide lovers of live music with a new and highly realistic music experience,” comments Kichiro Kurozumi, head of branding and product planning for Sony Video and Sound Products.
“We are very proud of this collaboration with Live Nation, the world leader in live entertainment, and Sony, a company that is working with creators and artists to pursue the frontiers of music capability.”
The Live Nation venues where the 360 Reality Audio content was captured are the Hollywood Palladium (5,000-cap.) in Los Angeles, House of Blues Chicago (1,800), Irving Plaza in New York (1,200), the Fillmore (2,500) in Philadelphia, the Masonic (3,481) in San Francisco and the Wiltern (1,850) in Los Angeles.
“We are always exploring innovative ways to extend the live music experience for fans and artists,” says Terri Liebler, vice-president of Live Nation Media and Sponsorships. “Sony’s new 360 Reality Audio will truly provide fans a lifelike live music experience long after the show has ended.”
Fnac partners with Deezer for gig recommendations
Entertainment retailer Fnac, France’s market leader in ticketing, has announced a strategic partnership with Deezer that will see the music streaming service recommend Fnac-ticketed concerts.
Fnac, which operates France Billet, Carrefour Spectacles and its own Fnac Spectacles ticket agency, says the “strategic alliance” – which also allows for collaboration in promoting live events, and gives Fnac customers access to special offers on the Deezer platform – “enables both companies to build bridges between the various music markets (physical, digital and live) and to offer the public new services, thereby developing new growth drivers which will ultimately benefit the entire music industry”.
With the new focus on Deezer, Fnac’s own Fnac Jukebox streaming service will be shut down, with customers offered the option to migrate their accounts to Deezer.
The partnership, announced today, does not include any equity changing hands, although Fnac notes it “may become a Deezer shareholder” in future.
“Deezer is the ideal partner in the field of digital music distribution”
“We are proud to announce this ambitious agreement, which marks a strategic landmark for Fnac,” says Fnac Darty CEO Alexandre Bompard. “Deezer is the ideal partner in the field of digital music distribution. Together, we have worked to ensure that this partnership will be beneficial for our customers and will drive growth for both companies.
“This alliance will contribute to the growth of a virtuous ecosystem for the distribution of music, in line with Fnac’s historic commitment to the industry.”
Alexis de Gémini, CEO of Deezer in France, adds: “This partnership is excellent news for Deezer and Fnac, for market players and for music fans everywhere. Already a partner of the largest French telecommunications operator [Orange], we are delighted, as the number one streaming service in France, to combine our music expertise and technology with the market leader for the distribution of cultural and technical products. This coming together of the physical and digital worlds can only be beneficial for both companies and end consumers.”
The deal is similar to the recently announced partnership between Spotify and Ticketmaster, although it is not known if the Fnac-Deezer tie-up will see Fnac ticket listings integrated into Deezer artist pages.
According to the International Ticketing Yearbook 2016, Fnac/France Billet is one of a “powerhouse trio of ticketing companies in France”, along with Ticketmaster France (formerly Ticketnet) and Vivendi’s Digitick. Vivendi purchased a 15% stake in Fnac in April 2016.