Deezer’s editorial skew is often perceived to be on the indie/edgy side of music, but the streaming music service isn’t ignoring pop fans. Its first artist takeover stars Girls Aloud, who are promoting their new compilation album ‘Ten’. The editorial content around the promotion includes album recommendations, a playlist and video message for fans. “We are delighted to be doing our first editorial takeover on Deezer with Girls Aloud. Deezer is all about music discovery and working with great curators of music,” says UK MD Mark Foster. “Girls Aloud’s flawless track record over the past decade speaks for itself…” Artist takeovers are already familiar from indie-focused service eMusic, but we sense they’re going to become much more common on Deezer, Spotify and rivals in the year ahead as they scrap for awareness among music fans.

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