Deezer is taking three of its biggest genre-based playlist brands – Rocket, Popstar and Certified – and turning them into a series of invitation-only live events in small venues. The series kicks off in Paris tomorrow (19 February) with Circa Waves and Twin Atlantic.
The shows will also be recorded for Deezer Sessions as exclusives for the streaming service. This is just the latest example of streaming firms expanding their digital sub-brands into live concerts.
Spotify has launched concerts with playlist brands RapCaviar, Who We Be and Viva Latino, for example, while Apple held a series of ‘Up Next Live’ concerts in 2019, based on its programme supporting emerging artists.
Being seen to support artists in new ways is part of the reasoning here; but the fact that shows can generate content that is available after the event as an exclusive is also part of the appeal for DSPs.