Last week, we reported on Deezer’s rebranding of its hi-res tier from Deezer Elite to Deezer HiFi. Now there’s another development in the streaming service’s hi-res ambitions: a partnership with tech firm MQA.
“The deal will enable MQA’s technology to be integrated into Deezer’s platform, as well as across the service’s ecosystem of hardware partners and connected devices,” explained the announcement this morning, which noted that the two companies already share partners including LG, Onkyo and Sony.
“This partnership has great synergy as we already work closely with several of Deezer’s hardware partners. We’re looking forward to a close collaboration,” said MQA CEO Mike Jbara in a statement.
Deezer Elite originally announced as a partnership with Sonos, and represented Deezer’s launch in the US. The rebranding to Deezer HiFi is seeing the tier branch out to other devices, including Google’s Chromecast.
Deezer joins Tidal as an MQA partner, with the latter well-embedded in the major labels’ efforts to kickstart a new wave of growth in hi-res music subscriptions.
The big question remains what Spotify and Apple Music will do on this front, with neither having indicated what their hi-res strategy will be.
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