Deezer For Artists: Unlocking Success In The Music Industry

In the fast-paced world of the music industry, standing out amidst the cacophony of voices has become a paramount challenge for artists. With streaming platforms reigning supreme, musicians have found themselves navigating a landscape where visibility is key to success.

A forerunner in the increase in the price of music streaming offers, Deezer also wants to become a precursor in the remuneration of artists. After concluding an agreement at the beginning of September with Universal Music, the French platform convinced another major to adopt a new model: Warner Music, whose boss Robert Kyncl has been calling for adjustments for a long time. “It’s no longer possible for an Ed Sheeran song to generate as much revenue as the sound of rain falling on a roof,” he emphasized in the spring. This so-called “artist centric” system aims to better remunerate artists by limiting abuse and fraud, made possible by the flaws of the “market centric” model, in place since the launch of the first listening services. Deezer hopes to switch its entire catalog to all countries next year.

Proportional redistribution

Faced with criticism from the major record companies, Spotify will also move. According to information from Music Business Worldwide, the Swedish market leader will in fact implement changes, less radical than those of Deezer. They however represent a first challenge to the historical model, which has the advantage of be, on paper at least, easy to understand. Today, the main music streaming platforms redistribute around 70% of their revenue, generated by subscriptions or advertising, to rights holders (artists and composers) in proportion to the number of plays lasting more than 30 seconds. A song that is twice as popular as another therefore earns twice as much royalties.

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White noise

In place for fifteen years, this model has two main limitations. It is first vulnerable to fake streams, made by robots which replay the same songs over and over again. JPMorgan analysts estimate that they represent 10% of total listening. Spotify figures them, for its part, at less than 1%. The Swedish platform also ensures that it has algorithms capable of detecting fraud. The current remuneration model then benefits so-called “functional” music, generally relaxing melodies and sounds. And also white noise tracks, used in particular to help an infant fall asleep. These two phenomena impute the artists’ revenues, because the pie to share does not grow in proportion to the number of plays.

Two-tier system

To solve the second problem, Deezer proposes to demonetize non-musical “noises”. Spotify is less extreme: for these tracks, the minimum duration of paid listening will be “significantly” increased, reducing their earnings accordingly. Faced with fraud, Deezer will introduce a maximum threshold of 1000 streams per month, per user and per artist: beyond that, streams will no longer earn anything. For its part, Spotify will implement financial penalties for distribution platforms. Deezer’s latest change is more controversial. The platform in fact offers two-tier remuneration, increasing the royalties paid to artists who generate more than 1000 plays and 500 unique listeners per month. To the detriment of less popular artists.

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Read also: How to get Spotify receipt?

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