Deezer is launching a very interesting initiative to do more to promote and support the British grime scene, both at home and abroad.
The streaming service is launching a dedicated grime channel that will be available globally, and will feature a mixture of playlists, podcasts and videos from 36 grime artists and other figures, while also highlighting emerging artists.
Meanwhile, Deezer is also investing in “bursaries, mentorship and guidance” for young grime artists and their teams, with the company noting that nearly 80% of grime musicians aren’t signed to a traditional label.
“It’s time for the British music industry to step up and recognise that it needs to identify new ways to help support this unique genre which, by it’s very nature, is typically anti-establishment,” said Deezer UK & Ireland’s editorial and content boss Roman Tagoe.
Music journalist Laura Brosnan has welcomed the move: “For a long time, brands and the industry have ignored us, or simply exploited the Grime scene for their own gain. However, Deezer have chosen the right approach and are celebrating the entire culture,” she said.
YouTube may remain the primary digital platform for many grime artists, but Deezer’s move is a clever one, as it looks for more features to set it apart from bigger rivals Spotify and Apple Music.