Singer and songwriter Maisie Peters, who’s signed to Ed Sheeran’s record label, is receiving support from Deezer this month as its Focus act in the UK & Ireland.
Specifically targeted to those two countries, Deezer Focus, launched earlier this year, will give Peters “super-priority editorial support” along with boosted marketing and exclusive in-platform content. Focus has already supported artists like Greentea Peng and the DSP says her streams subsequently increased by 50% and her fanbase by 33%.
Localised support is a now clear trend both for DSPs and labels – see, for instance, Monday’s Spotlight on India story – and drilling down into local or niche scenes, languages, genres, and communities appears to be paying dividends for all involved. In a world which is increasingly globalised and uniform, perhaps it makes sense that local fan and artist communities – the wrinkles in an increasingly smoothed-out world – are celebrating that attention and, in turn, generating revenue.
It also adds an interesting question into the mix for marketers: should you try and transition an artist into a playlist or community that will hopefully welcome them (and boost their career), or should you try and build the existing community or niche around the artist until it is un-ignorable – and then try to bring the kingmaking labels and DSPs to them?