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Deezer Next programme will champion emerging artists


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Spotify appears to have put on hold its ‘Spotlight’ programme choosing a set of emerging artists to promote in the year ahead. Rival Deezer, though, is just getting started with its equivalent, which it is branding as ‘Deezer Next’.

The scheme will choose up to 12 emerging artists per country, with three supported globally and the other nine varying by territory. Deezer says it will work on promotional playlists, other editorial content and marketing campaigns with the artists’ labels.

The first three global artists are Rag’n’Bone Man, Maggie Rogers and Anne-Marie, who’ve been prominent in other ‘tips for 2017’ predictions in recent weeks. Deezer Next is being overseen by the streaming service’s VP of artist marketing Sulinna Ong, who joined Deezer in 2016.

“Essentially one of the hardest things at the moment for the music business is breaking new acts. It’s really really hard,” Ong told Music Ally at Deezer’s recent press event in Paris, while trailing plans for the new priority programme. “There is editorial support and all our marketing support we can put behind it.”

Stuart Dredge

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