So long Deezer Geezer, but welcome The Bearded Dame. Deezer’s latest original-content move is called #DareToDiscover, a series of videos that it hopes will “encourage people to celebrate their differences and to embrace change through music”.
It’s kicking off with London-based influencer Harnaam Kaur, whose full beard is a symptom of polycystic ovary syndrome, and who has become a campaigner on body-confidence and bullying issues.
It turns out she’s also big on grime, which is the focus for her musical discoveries in the Deezer video, which also promotes the service’s ‘Flow’ feature.
“Dare to Discover brings to life Harnaam’s special relationship with music, in a film, which powerfully challenges musical stereotypes,” said Deezer’s global VP of comms Julia Herd.