How Deezer’s UK Boss Plans to Rake In the Fresh Cash
Picture this: a music‑streaming giant that isn’t the biggest in the game—there’s Spotify, Apple, and the ever‑glamorous iTunes—yet it’s landed a hefty £81 million investment from a rockstar‑rich Londoner, Leonard Blavatnik. Why the big bucks for a French company that isn’t breaking the internet with every new playlist?
The Numbers That Made Them Happen
- Profitable since 2010 (that’s a clean, straight‑line profit, folks)
- 2011 turnover hit €50 million, up from €14 million in 2010 and €6 million in 2009
- 2 million paying subscribers (yes, the ones who finally stop skipping tracks)
- 7 million active monthly users (the regulars who need their daily dose of Spotify)
- 26 million registered users (the passive crowd waiting to jump in)
- 20 million tracks in the library (still room to add more hits)
They’ve also teamed up with Facebook and Orange to boost streaming reach. Think of it as a clever partnership that makes music flow smoothly across social and telecom platforms.
Big Ambitions, Small Start
Deezer’s crystal ball: capture 5 % of the global music market by 2016 and become a licensee for 160 countries (76 right now, with plans to expand). It’s a moving target, but Mark Foster, Matt‑rolled MD of Deezer UK, has a game plan.
Mark’s Roadmap to Big Bucks
- Localize Content – Bottle up music that feels at home in each market. “One‑size‑fits‑all” playlists are so last year.
- Mobile‑First – Make the app whisper sweet nothings to users on their phones. Optimized UI, quick loading, lightning‑fast playlists. It’s all about that seamless experience.
- All‑In‑One Subscription – Think Netflix meets Spotify. Provide an all‑access pass with premium features, ad‑free listening, and a few perks like exclusive artist sessions.
- Grow Through Partnerships – Keep doing what Vodafone Orange did—link up with telecoms, social platforms, and even airlines. It opens brand windows and boosts visibility.
“We’re treating each country like a unique rhythm,” Mark explained. “It’s about making the music feel personal, and that’s where the new cash will spark the biggest growth.”
Humor, Heart, and the Future
Deezer’s got the vibe, the numbers, and now the money pressed in. Whether they turn it into a colossal streaming force, or merely a smaller, well‑sprung competitor, time will tell. One thing’s for sure: the music world’s set for a few up‑and‑down beats as they chase that 5 % share.
So, while you dance to your favorite playlist, keep an eye on Deezer. With Mark and his crew, the next big tune might just be around the corner—just maybe not a little less mainstream than Spotify, but that’s the sweet spot for a robust growth strategy.
What do you plan to do with the new investment?
Continue to invest in product innovation and editorial recommendation, to make our customers’ experience the most enjoyable. We take an “Ease of Access, Ease of Discovery” approach to help people that may have been lost to piracy or no longer consume music to re-engage, to discover new artists they will fall in love with, either through recommendations by our editorial team or their friends.
Secondly, we plan to launch a “freemium” service in the near future, to attract lots more potential customers and eventually convert them to the subscription service.
And thirdly, we will be investing in our own marketing, to educate the public about streaming, how easy, fun and legal it is to use, and to establish Deezer as a trusted mass-market brand
But why would users choose you over Spotify? How are you different?
Why Deezer is the Music Service You Didn’t Even Know You Needed
Think about the endless battle between apps, downloads, and device compatibility. Deezer flips the script, making listening smoother than a jazz solo.
1⃣ One‑Click, All‑Device Magic
- No Installation Required: Dive straight into Deezer from any browser—no heavy client software to clog your hard drive. Google is still amazed.
- Anywhere, Anytime: Whether you’re stuck on a flaky signal or your office firewall is stricter than your Monday morning coffee, music is just a few clicks away.
- Offline Access on Mobile: Download your favorite tracks to your phone and groove even when Wi‑Fi says “We’re sorry, this network is not available.”
2⃣ Editorial Humans, Not Just Algorithms
- Curated Freshness: Every week, real humans handpick five brand‑new albums across 12 distinct genres. Think of it as a personal DJ with a curated playlist for your playlist.
- Playlist Power: From the hundred million user‑created playlists, our editors cherry‑pick the hidden gems that might otherwise slip under your radar.
- Discoveries & Connections: Fans find new sounds with ease; artists gain fresh listeners. It’s basically a matchmaking event, but for music.
In short, Deezer takes the hassle out of getting music—no apps to install, no connectivity headaches—and feeds a dual pipeline: a human touch for personalized tastemaking and a vast database for ultimate discovery. So why settle for one‑dimensional streaming when you can have the whole orchestra?
Mark Foster, managing director, Deezer UK
Is there a war over getting exclusive rights for artists that makes people choose Deezer over Spotify? Could you give a few examples of artists that are just on Deezer?
No, there is no war.
A few artists do not release their repertoire to any streaming services for the moment. It is still a relatively new model of distribution, so some are waiting for streaming services to achieve sufficient scale to generate greater revenues before they are convinced.
As far as artists that appear on Deezer but not on other services are concerned (or vice-versa), I can’t think of more than perhaps The Black Keys or Pink Floyd. So it is not usually a choice between streaming services.
In any event, our licences are with the labels and publishers, not directly with artists. I think this is a bit of a non-issue, really…
What’s your revenue model?
There are typically two in each major market. Our stand-alone service, which people can trial for free for two weeks via Facebook or simply sign up to on the web, is £4.99 per month for pc-only, or £9.99 for full mobile access (the free app is available for all mobile devices, tablets, etc).
Alternatively, if you are a subscriber to the Panther tariff on Orange, Deezer can be included in your monthly subscription.
There’s a common allegation that music-streaming services cuts artists a raw deal. What are your thoughts?
Streaming – The New Ticket to Paying Musicians
Let’s clear one myth that’s been swirling around for ages: the streaming industry isn’t a free‑fall sinkhole. On the contrary, we’re rooting for fair pay for every beat the world loves.
We’re Negotiating with Integrity
- All our talks with record labels and publishers keep the same good‑faith spirit that you’d expect from a seasoned negotiator.
- We’re sticking to market‑rate norms for streaming to guarantee artists and composers get their deserved slice.
The Stream‑Economy: Pay Every Time, Not Just Once
Remember how maybe three or four years ago, artists only got a one‑off payment for a CD or a download? That’s history! Today, every hit of the play button sends a little bundle straight to the rights‑holder and the artist.
In a world where pirate parties raided revenues for years, that’s a real win. We’re flipping the script from bleed‑out to build‑up.
Why This Matters
- Music’s got an almost decade‑long decline—thanks to piracy and stagnating downloads.
- Now, streaming has turned the tide, returning cash to those craft masters.
- Checks are clinking with every stream, so the industry is steady‑pumping again.
So next time you hit “play,” remember: you’re handing music not just a fan shout, but a song‑worthy paycheck. Cheers to that!
How will you generate revenue for the music industry?
Not only are we offering a legal, revenue-generating alternative to piracy, our strong editorial approach, making it easier for people to discover new music, is bringing back people who have stopped buying music altogether, perhaps because they are less in touch with the music scene, who the new artists are, etc, they don’t go to gigs any more, they have no means of sampling new music and so on.
It also makes this discovery process fun – we’re not just a techie platform, it is fun and easy to discover and share music with your friends and via your friends on Deezer.
Can you tell us more about your deal with Facebook and Orange?
Jump into the Music‑Sharing Party with Deezer, Facebook, and Orange
Picture this: you’re scrolling through Facebook, a friend’s photo pops up, and suddenly the screen blares your current jam. Yep, that’s the new Deezer‑Facebook fusion at play. If you give it a nod, the platform will show you—and your pals—exactly what you’re listening to right now. One click, and you’ve got the track in your Deezer library, whether you’re a seasoned subscriber or a first‑timer. Cool, right?
Getting Started in One Shot
- No sign‑in required if you’re a brand‑new user – just say yes to the prompt, and you’re good to go.
- Free 15‑day trial – no commitments, no strings; just pure listening pleasure.
- Two‑way vibes – your friends can see what you’re vibing to, and you’ll see what they’re into.
Why Orange is in the Mix
Deezer’s partnership with Orange opens a whole new door for the masses. Orange’s monthly pay‑customers suddenly get the full Deezer experience, while Deezer gets a wider audience. It’s a win‑win: more ears, fewer CDs.
Tech‑savvy Tunes in Your Pocket
As people ditch CDs and become mobile heavy‑weights, Internet‑free on‑the‑go listening is the new throne. With 20 million tracks available, you’re basically carrying a jukebox in your pocket. Even offline, that’s a soundtrack that won’t stop for a weak signal.
Key Takeaways
- Deezer & Facebook = sync‑up music and social vibes.
- Give it a try – 15 days, zero hassle.
- Orange users are now dropping the mic on top‑tier music access.
- Mobile listening supremacy – your playlist is always with you, signal or not.
So next time you’re scrolling, swap that classic “Facebook” tab for a tune‑laden One‑click world. Music doesn’t have to be a solitary quest; it can be a communal, on‑the‑go bliss that lives right in your wallet and your headphones.
How will 4G help with expanding your userbase?
We’re excited about 4G. It will provide even faster delivery to customers for richer content and allow even more innovation.
Great, thanks for your time Mark!
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