Phil Moore, VP Northern & Southern EMEA at Deezer talks about its explosive growth in Ireland and the future of the Company.
Can you please tell all about Deezer?
Deezer is the world’s most diverse, dynamic and personal audio streaming service. It not only has the most expansive catalogue of any streaming service with over 43 million tracks, but it is a portal to our signature feature Flow as well as to the world’s best radio, podcasts and original content. Available in 185 countries worldwide, Deezer has 12 million active users.
Deezer Flow is a unique mix of all your old favourites and new recommendations in one ever-changing stream. Based on an intuitive, proprietary algorithm and created by people who love music, it’s the only place to hear all your music back-to-back with fresh discoveries tailored to you.
Can you elaborate more on The Socio-Economic Value of Music and how it is relevant to Ireland?
Ireland has a rich music heritage with key global acts such as U2, Van Morrison and The Thrills proving huge influences on the global music industry. As a business we are hugely focused on the value that music brings to both music fans and artists, ranging from providing great sound quality to offering a diverse range of music to support for both global and local artists. However it’s also important to understand the growth and financial benefits that the music industry brings to the overall Irish economy, such as offering more jobs, export and commercial gain and education. The IMRO report showcases the future of music in the region and emphasises the need to continue supporting the music industry in order to continue reaping the rewards it brings.
What about you Phil? How long have you been with Deezer?
I have been the VP of Northern & Southern EMEA at Deezer for 15 months and I’m responsible for the business, operations and customer relationships in Northern and Southern Europe, the Middle East and Africa. My focus is driving customer acquisition and retention, brand recognition, revenue and profitability, in addition to growing and developing the regional team. I have over 25 years experience in the Telecoms and Consumer Electronics market, working with the likes of Vodafone, Huawei and Microsoft.
Where are you based?
I am currently based in our London office but travel frequently to be with customers, partners and my teams within the regions for which I am responsible, including Ireland.
What have been your biggest wins to date?
We have had a number of big wins as a business. We are still going strong after 10 years where many other companies have failed. We have built a very strong B2B pipeline with key telco and ISP partners, many of which we have worked with for years. We have also successfully expanded into B2C, building successful relationships with some of the world’s top sports clubs i.e. FC Barcelona, Manchester United and Miami Dolphins. Personally, and related to the region, we have played an instrumental role in cementing those partnerships with Manchester United and FC Barcelona, driving customer acquisition and brand awareness. We have an ongoing relationship with Three UK and Ireland, bringing value to their customers, and recently signed a deal with Carphone Dixons, which is already paying dividends. We have also been responsible for driving engagement with broader audio content such as football commentary, through our partnership with Talksport and culturally relevant podcasts such as the recent Strong and Stable series, which played to the general election.
Are there any future plans for Deezer in Ireland? If yes, what are they?
We will continue to partner with Three Ireland to deliver exciting new content to the Irish consumers. We will also be extending our Deezer Next new artist proposition in the region, championing both global and local emerging artists in the music industry such as The Academics. If you aren’t aware what Deezer Next is, it is an emerging artists programme which is designed to champion and support new talent.
What type of people (market segment) are you trying to attract to your product?
Deezer offers something for everyone, regardless of age or music preference. Our current paid audience skews slightly towards the over 25 market, however we recognise that both Millennials and Generation Z not only serve as key influencers in the music space but have the propensity to pay should the proposition be right. We also have multiple price packages that cater to the different audiences from freemium right the way up to Deezer HiFi, targeted at audiophiles.
Tell us about your team? (In Ireland)
Deezer uses a ‘hub’ structure, with the Ireland team based out of our London office. However, we regularly visit the region and work very closely with our partner Three Ireland, as well as the local label teams from the likes of Warner, Universal and Sony.
What is your personal favourite technology? Other than Deezer of course.
Wearable technology is my favourite technology, as it enables you to access your personal information and content, anytime, anyplace and anywhere. In the coming years, we will see this gradually improve and become even more mainstream, with the continuous evolution of smart glasses, earphones and clothing etc. In future, the regular smartphone, tablet and PC will even become obsolete.
What other technology gadgets you believe will be very relevant to your services in the near future?
Voice recognition in the home is changing the way music is consumed and for Deezer, gives us a great opportunity to take Flow to the next level. With smart speakers such as Google Home, music discovery is effortless with people enjoying their favourite songs or old forgotten classics using a simple voice command such as “Play my Flow”. Also artificial intelligence will provide further advancements in music.
Anything else you’d like to add / we should have asked?
With less than 10% of people streaming, there is a huge opportunity to continue to grow as a business and to drive the industry forward. Despite the competition, we see Deezer very much remains a key player in the streaming space and we are very excited about what the future holds.