However, as of right now, artists can only link out to Facebook and Twitter. On top of that, Deezer enables artists to link out to their social profiles which can help in growing an artist’s overall digital footprint. Given the music industry’s increasingly global nature – one where artists from Nigeria, South Korea, Colombia or any other country can now find loyal audiences around the world – a tool like this can be enormously helpful in making sure to be able to connect with audiences abroad while not alienating those homegrown fans who often facilitated that early success in the first place. “We’re a global platform, available in more countries than any other DSP worldwide, but we do have certain territories where we’re particularly strong and we localise as much as possible for those regions.” “Deezer has a local hero philosophy,” he says. Nigel Harding, VP of artist marketing at Deezer, explains the background to this. One of the outstanding examples of this is the ability to upload artist biographies in multiple languages, enabling artists to speak to their fanbase in their own tongue. Deezer has added interesting artist profile optimisation tools to help artists establish a closer connection with their listeners.
What becomes immediately apparent is that Deezer doesn’t just lift existing features from its rivals. Below that, you can easily get an overview of the artist’s best-performing tracks and discography, including release dates. The headlines in terms of the analytics that Deezer provides are grouped in a Data Digest box covering Total Streams, Average Daily Listeners and Fans Evolution. The platform’s interface is divided into three menu tabs: Analytics Artist Edition and User Manager. The last time Deezer publicly reported on its MAUs was in January 2019, standing at 14m, with a particularly strong foothold in France, Germany and Latin America. At the same time, the streaming service began properly rolling out its own artist analytics backend, Deezer Backstage, with a freshly launched landing page and a host of innovative features. Last year, Deezer became the first DSP to actively promote and test a user-centric payment system.
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