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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

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  • Deezer

Internet music streaming service Deezer has appointing MARCA Miami, the multicultural sister shop of MARC USA, as its partner agency to introduce the music streaming service’s FLOW platform to U.S. listeners.MARCA will handle  strategy development, creative and media planning and buying. The initial brand awareness strategy “Music Meets AI” will focus on the growing Latino market with dual language messaging.The campaign features radio, outdoor, digital video and banners and social advertising. The launch coincides with Hispanic Heritage Month, which runs through October 15.

 

 

  • Chipotle

Chipotle is implementing its latest campaign designed to underscore the “food with integrity” brand message it launched with 25 years ago, Mediapost has reported. CEO Brian Niccol and new CMO Chris Brandt want to turn Chipotle into a “purpose-driven lifestyle brand.” The fresh/clean ingredients are the center of this new marketing strategy particularly aimed at millennials and younger consumers.The plan also includes updating the restaurants’ interiors, extending its hours, adding a snacking “happy hour,” and freshening up its menu . Now, the brand is unveiling a new campaign called “For Real” that stresses that Chipotle uses just 51 fresh ingredients and prepares its food fresh daily, by hand. The campaign will include TV/digital ads (sample below), out-of-home and print. Chipotle is also launching a second Instagram account, @ChipotleForReal, meant to educate followers about each of its 51 ingredients.

 

  • El Pollo Loco

El Pollo Loco has released a new campaign aimed at the Hispanic community in the Los Angeles market for the Hispanic Heritage Month, which started on Sept. 15, Mediapost has reported. The campaign includes a series of four full-page ads in the Sunday edition of The Los Angeles Times. Created by Vitro agency, the ads are designed to honor the month’s celebration of Hispanic culture, while explaining why El Pollo Loco is in a credible position to do so, given the brand’s history and continuing traditions. El Pollo Loco has 480 franchised restaurants located in California, Arizona, Nevada, Texas, Utah and Louisiana.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Corona

Live Nation and Corona announced the inaugural Corona Estéreo Beach Tour with headliner and ambassador Wisin, a global reggaetón icon and Latin superstar.  In its first year, the Corona Estéreo Beach Tour will travel to five cities across the U.S. including Boston (10/31), Chicago(11/6), Orlando (11/9), Miami (11/14) and will wrap in Dallas (11/16). Fans can purchase tickets to attend the intimate concert experience with Latin music’s most prolific and pioneering artist, Wisin, while immersing themselves in the relaxed Corona mindset.“The Corona Estéreo Beach series is a new way for us to connect with our Latino fans through their passion for music,” said Ann Legan, Vice President of Brand Marketing, Corona. Latin urban music icon WISIN, born Juan Luis Morera Luna in Puerto Rico, is a singer, songwriter, producer and entrepreneur known for his resounding success, first as part of duo Wisin & Yandel and now as a solo artist and music producer.

 

 

 

 

  • Café Bustelo®

Café Bustelo® in partnership with the Hispanic Association of Colleges and Universities (HACU) awarded ten deserving Latino students from around the country with the Café Bustelo El Café del Futuro Scholarship. In its fifth year, the brand has provided US$230,000 to date in college scholarships to 46 Latino students nationwide.Starting in February, Café Bustelo challenged students across the nation to submit an 800-word essay describing how their heritage, family and the community in which they grew up inspired them to obtain a college degree and how they plan on giving back to their respective communities.More than 1,500 eligible applications (nearly 500 more applications than 2017) were received and reviewed by a qualified review committee.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: FC Bayern Munich signed a deal with Apple Music as its official music streaming service.
Why it matters: The German football club hopes to bring their fans closer to the team and players through music and exclusive videos available on the platform.

Finally Apple has decided to add sports marketing as part of its general marketing strategies. A couple of days ago, German soccer club FC Bayern Munich signed an agreement with Apple Music as the team’s official music and video streaming service.

Apple Music will provide the team and fans with special playlists, and also with exclusive videos such as what happens in the locker rooms before and after a game, and interviews with some of the players.

According to the team, music inspires the players to train harder. Now fans will be able to train to the same beats as their favourite soccer stars. FC Bayern Munich’ first official playlist is already available on Apple Music.

But Apple isn’t the first music brand to sign a deal with a soccer team. Deezer and Spotify have already sponsorship deals with Borussia Mönchengladbach, and Manchester United, respectively.

It’s also been announced that Beats, by Dr. Dre, will continue to be the official sound partner of FC Bayern Munich providing the club with music equipment, such as headphones and speakers.

What: Music Streaming Service Deezer has raised 100 Million Euro, aproximately US $110 million, led by Access Industries that will allow the firm to expand its catalogue to 40 million songs. The new funding’s main objective is to accelerate Customer Acquisition Growth, Product Innovation and New Radio Content.
Why it matters: The substantial funding round, led by Access Industries and with participation from Orange, reflects investor interest in the expanding Internet radio/music streaming service sector.

144831Deezer, the  global on-demand music streaming service in more than 180 countries, has announced that it has secured €100 million led by Access Industries, with participation from Orange. In addition to new funding to drive growth, Deezer has expanded its catalogue to over 40 million songs, now the largest music catalogue available globally.

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The financing will be used to increase customer acquisition efforts around the world, accelerate the introduction of new products, features and growth initiatives to serve the company’s mission to create a more valuable product offering and build more programmed experiences for music fans and audio enthusiasts.

Over the past several months, Deezer has doubled its talk offering to more than 40,000 radio shows, audiobooks and podcasts across several markets, introduced premium sports and live football content, re-designed its iOS and Android apps and expanded its automotive offerings. Deezer has also established and expanded partnerships with BMW, BandPage, Sonos, Three and others.

CHECK OUT: Why agencies are paying attention to Hispanic internet radio

“We’re in the early stages of the music streaming market and it’s quickly becoming the primary distribution channel for music,” said Hans-Holger Albrecht, Chief Executive Officer, Deezer. “The additional funding will allow Deezer to consolidate our position as a leading global, independent audio streaming service and expand our offering to music lovers around the world.”

“The explosion of music streaming creates a unique opportunity to build a truly personalized service for listeners. Deezer is at the leading edge of this change with a differentiated offering that emphasizes unique localized experiences,” said Guillaume d’Hauteville, Vice Chairman of Access Industries. “We are proud to continue to support the innovative Deezer team.”

“Consumers everywhere are listening to music on their mobile phones, and this represents a massive opportunity for engagement and increased usage. Capitalizing on this shift, Deezer has built a high-quality service, constantly improving its user experience with new services: personalized radio, high-definition audio, lyrics and now the largest music catalogue in the world,” said Pierre Louette, Chief Executive Officer Delegate, Orange. “We’re thrilled to be investing in the music streaming market as we have always been convinced it was a tremendous opportunity to drive innovation on a global basis.”

 

 

 

What: Music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014.
Why it matters:The deal gives Deezer the opportunity to spur its U.S. music business, specially among U.S. Latinos as well as expand its Latin American business.

descargaFrance-based music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014 for US$1.2 billion, and it will now partner with AT&T to sell Deezer music services to Cricket subscribers. The Terms of the deal have not yet been disclosed.

Following this deal, Deezer will be migrating Muve user data, specifically playlists and songs. The assets that Deezer is acquiring do not automatically include the Muve customer base, which is estimated to be over 2 million users, all of whom paid for their service as part of their Cricket tariffs.

Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now.

Broadening customers’ demographic

Cricket has a strong Latino user base, and the music service was customized to them, both in terms of the app itself (which had a Spanish language option) and the content. This is an area where Deezer is well positioned to deliver better results than Muve did.

“Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now,” said Tyler Goldman, Deezer’s North America CEO. Deezer is in almost 180 markets and offers users 35 million songs and 30,000 radio stations. Goldman told Gigaom that the industry has been ignoring the typical Cricket customer, who tends to be lower-income and is more likely to be Hispanic. He argued that catering to this audience is consistent with Deezer’s approach to online music, which is about segmenting the market.

Deezer has made an agreement with AT&T to offer Cricket LTE customers 45 free days of Deezer before giving them the option to switch to Deezer subscriptions, which will cost US $6/month. All Muve users are authorized for 2 months and customers who also migrate to the new Cricket GSM-based network can receive an additional trial period of up to two months. After the free trial those customers will also be automatically billed just US $6/month unless cancelled.

Muve was provided at a US $45/month all-in package that also included talk minutes, text and web access. Now its customers will pay a separate monthly rate of around US $35 for their phone services, music, if they choose it, for US $6/month on top of that.

In addition to pricing, Deezer is a streaming service that works across a range of devices including Bose and Sonos audio equipment to give customers unlimited options on how to play music. A further advantage is that Muve was Android-only, but now options Cricket users of iPhone and Windows Phone devices will have access to the music services.

This is Deezer’s second acquisition in the U.S. and its first deal with a carrier in the country. In October 2014, the company bought podcasting and talk radio network Stitcher.

“Customers are demanding more compelling services from both their music and wireless providers. This agreement illustrates our ongoing commitment to deliver the best value in prepaid wireless and satisfy our customers’ growing need for an unparalleled premium music experience,” said Jennifer Van Busk irk, president of Cricket Wireless, in a statement.

The deal gives Deezer, which has 16 million users total, 6 million of which pay, the opportunity to spur its U.S. music business, of which it has been part since September 2014.

What: Music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014.
Why it matters:The deal gives Deezer the opportunity to spur its U.S. music business, specially among Latinos, a demographic where Deezer may be better positioned to deliver results than Muve did.

descargaFrance-based music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014 for US$1.2 billion, and it will now partner with AT&T to sell Deezer music services to Cricket subscribers. The Terms of the deal have not yet been disclosed.

Following this deal, Deezer will be migrating Muve user data, specifically playlists and songs. The assets that Deezer is acquiring do not automatically include the Muve customer base, which is estimated to be over 2 million users, all of whom paid for their service as part of their Cricket tariffs.

Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now.

Broadening customers’ demographic

Cricket has a strong Latino user base, and the music service was customized to them, both in terms of the app itself (which had a Spanish language option) and the content. This is an area where Deezer is well positioned to deliver better results than Muve did.

“Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now,” said Tyler Goldman, Deezer’s North America CEO. Deezer is in almost 180 markets and offers users 35 million songs and 30,000 radio stations. Goldman told Gigaom that the industry has been ignoring the typical Cricket customer, who tends to be lower-income and is more likely to be Hispanic. He argued that catering to this audience is consistent with Deezer’s approach to online music, which is about segmenting the market.

Deezer has made an agreement with AT&T to offer Cricket LTE customers 45 free days of Deezer before giving them the option to switch to Deezer subscriptions, which will cost US $6/month. All Muve users are authorized for 2 months and customers who also migrate to the new Cricket GSM-based network can receive an additional trial period of up to two months. After the free trial those customers will also be automatically billed just US $6/month unless cancelled.

Muve was provided at a US $45/month all-in package that also included talk minutes, text and web access. Now its customers will pay a separate monthly rate of around US $35 for their phone services, music, if they choose it, for US $6/month on top of that.

In addition to pricing, Deezer is a streaming service that works across a range of devices including Bose and Sonos audio equipment to give customers unlimited options on how to play music. A further advantage is that Muve was Android-only, but now options Cricket users of iPhone and Windows Phone devices will have access to the music services.

This is Deezer’s second acquisition in the U.S. and its first deal with a carrier in the country. In October 2014, the company bought podcasting and talk radio network Stitcher.

“Customers are demanding more compelling services from both their music and wireless providers. This agreement illustrates our ongoing commitment to deliver the best value in prepaid wireless and satisfy our customers’ growing need for an unparalleled premium music experience,” said Jennifer Van Busk irk, president of Cricket Wireless, in a statement.

The deal gives Deezer, which has 16 million users total, 6 million of which pay, the opportunity to spur its U.S. music business, of which it has been part since September 2014.

4square_promo-265As Foursquare focuses on the question of growing revenue, it has been slowly turning its game-style mobile check-in app into a platform to support location-based advertising and marketing. That strategy got an international fillip today in a new deal with music streaming service Deezer: people who use the app in the 15 of the 182 countries where Deezer is active, to check in to live music events across some 15,000 venues, get a chance to also pick up a three-month Deezer Premium subscription.

It’s not as generous a deal as it may sound: The offer only applies in Brazil, Mexico, UK, Ireland, Indonesia, France, Belgium, Netherlands, Luxembourg, Spain, Italy, Germany, Australia, New Zealand, Poland and users will need to check into at least seven events to qualify. That, in turn, makes a user eligible for the offer, although it not a guarantee that each will win the premium subscription.

International Expansion

Still, the deal highlights a couple of important things. For starters, it’s a measure of how Foursquare is continuing to push at growth and raising its profile internationally. This is not to be underestimated: in February, CEO Dennis Crowley told me that of all the new users it’s picking up at the moment, some 60% are outside the U.S.

For Deezer, it’s a sign that the company is looking increasingly to leverage other services popular with smartphone users to continue to raise its profile — scale being an important part of the equation to make the financials for a music streaming service work. Deezer, which has raised an eye-watering $149 million in funding, currently has some 25 million tracks in its catalog.