Making the case for Deezer to labels: A Practical Guide
Making the case for Deezer to labels
Deezer remains underutilised in most UK PR campaigns, despite offering genuine value that labels often overlook. With weaker competition for editorial playlists, clearly defined listener demographics, and measurable reach in key markets, Deezer deserves a place in your playlist pitching strategy — but only if you present the case with data, not enthusiasm.
Understanding Deezer's Market Position in the UK
Deezer holds approximately 5-7% of the UK streaming market — smaller than Spotify and Apple Music, but substantial enough to matter for catalogue building. The platform's UK user base skews towards engaged music listeners rather than passive consumers: Deezer users tend to spend more time creating playlists, following curators, and exploring beyond algorithmic recommendations. This behaviour creates genuine opportunity for editorial playlist inclusion, which often converts to sustained listener loyalty. The platform's strength in France and Brazil means campaigns with pan-European or Brazilian appeal can achieve disproportionate reach. For UK-focused campaigns, position Deezer as a secondary but necessary touchpoint that captures listeners who actively seek out new music through editorial curation — a demographic that labels often undervalue in their targeting strategies.
The Competitive Advantage: Less Crowded Editorial Pitching
Deezer receives significantly fewer playlist pitches than Spotify or Apple Music, which means your submissions face lower rejection rates and higher chances of editorial consideration. A typical Spotify pitch may compete against hundreds of submissions for a single playlist; Deezer's smaller editorial team means your track gets meaningful human review rather than algorithmic triage. This translates directly into faster response times and more detailed feedback from curators. For labels managing multiple releases simultaneously, the Deezer submission process is less time-intensive than competing platforms, leaving capacity for strategic pitching rather than volume submission. The key argument to labels: inclusion on a Deezer editorial playlist is easier to achieve and harder for competitors to ignore, particularly for mid-tier artists whose Spotify placement may be blocked by algorithmic saturation.
Demonstrating Listener Quality Over Pure Numbers
Labels fixate on listener count, but Deezer's analytics reveal that platform users exhibit higher engagement per stream. Deezer's listener demographic consists primarily of adults aged 18-45 with active music-buying habits — they follow playlists, add tracks to personal collections, and engage with artist content at higher rates than average Spotify users. Engagement metrics like playlist saves, follow rates, and repeat streams matter more than raw listener numbers on Deezer. When pitching to labels, use Deezer's listener data to complement Spotify metrics: show how Deezer inclusion reaches a smaller but more intentional audience, particularly valuable for genres like indie rock, electronic, and world music where editorial curation drives discovery. Present Deezer performance alongside conversion metrics — how many Deezer listeners follow the artist, how many add tracks to personal playlists, how many visit the artist's profile. These figures prove that Deezer listeners are quality prospects for long-term fan building.
Building Your Deezer Contacts List and Research Strategy
Deezer's editorial structure is smaller and less publicly visible than Spotify's, requiring targeted research to identify the right contacts. Start by exploring Deezer's official playlists within your artist's genre — playlist cover images and descriptions often credit the curator or editor. Cross-reference those names with LinkedIn searches and music industry databases like SubmitHub or Direct Mail Pro, which maintain updated contact information for Deezer curators. Deezer's own "curated playlists" page is searchable by genre and region; UK-focused playlists are your primary target. Build a spreadsheet tracking playlist name, curator contact, genre fit, typical release style, and submission frequency. Deezer responds well to targeted pitches sent 2-4 weeks before release — much like Spotify, but with lower volume expectations. Personalise every submission: reference specific playlists, mention listener overlap, and explain why your track fits the curator's editorial aesthetic rather than the platform's algorithm.
Positioning Deezer as a Tier-Two Strategy, Not an Afterthought
Labels often treat Deezer pitching as a checkbox activity to complete after Spotify submission — this misses the strategic opportunity. Instead, frame Deezer as a deliberate tier-two priority that strengthens overall campaign reach without demanding the same resources as primary platforms. Pitch Deezer simultaneously with Apple Music rather than sequentially after Spotify rejections; this positions both as secondary but equally important. For artists with existing Deezer presence (established listener base, history of editorial inclusion), prioritise Deezer playlisting to reinforce existing momentum. Construct campaigns with a clear hierarchy: Spotify as primary reach goal, Apple Music and Deezer as secondary reach drivers, TikTok and YouTube Music as awareness channels. Present this structure to labels as comprehensive coverage that distributes risk — if Spotify placement stalls, Deezer and Apple Music provide alternative paths to visibility. The argument is cost-benefit: minimal additional effort yields measurable gains across a less-saturated platform with proven listener engagement.
Using Deezer for Creators and Submission Tools Effectively
Deezer for Creators is the platform's artist-facing submission tool, available within the artist dashboard of any Deezer account. Unlike Spotify for Artists, Deezer for Creators offers direct playlist pitching functionality but lacks Spotify's algorithmic transparency; you cannot see why your submission was rejected or which algorithmic playlists your track entered. The submission process is straightforward: artists upload track metadata, select relevant genres, and pitch to editorial or algorithmic playlists. Response times typically range from 2-4 weeks, though no formal SLA exists. For PR professionals, the Deezer for Creators tool is useful for data collection (monitoring track performance within the platform) but insufficient for editorial relationship-building. Always supplement Deezer for Creators submissions with direct curator outreach via email or LinkedIn — this dual approach increases your chances of placement and allows you to build relationships with decision-makers rather than relying solely on the submission platform.
Communicating ROI to Labels: The Data-Driven Pitch
Labels need concrete evidence that Deezer pitching justifies the time investment. Build a case using real performance data: pull Deezer listener demographics from playlists where your releases currently sit, compare those listeners to your artist's Spotify audience, and highlight any demographic differences or geographic concentration. If your artist has previous Deezer placements, use those as reference points — show conversion metrics (playlist adds, follow-ons, repeat streams) compared to other platform placements. Quantify the "less competition" argument: research how many tracks were submitted to comparable Spotify and Deezer playlists in the same week, and highlight the higher acceptance rate on Deezer. Create a simple cost-benefit analysis: Deezer pitching requires X hours of curator research and outreach per release; successful placement reaches Y listeners with Z% engagement rate. Present this to label A&R teams as part of a broader release strategy memo, positioned as a high-ROI secondary activity that costs minimal resources but delivers measurable audience expansion. Include comparative platform data (Spotify reach vs. Deezer reach) to contextualise Deezer's value without overstating it.
Key takeaways
- Deezer's smaller editorial team and lower submission volume create higher acceptance rates and faster response times compared to Spotify, making it a genuinely valuable secondary pitching platform.
- Deezer listeners exhibit higher engagement per stream and more intentional curation behaviour than average Spotify users, making them quality prospects for fan-building despite lower total numbers.
- Building a proper Deezer contact list requires targeted research into existing playlists and curation credits, rather than relying on the Deezer for Creators submission tool alone.
- Frame Deezer pitching to labels as a deliberate tier-two strategy positioned alongside Apple Music, not as an afterthought completed after Spotify rejections.
- Use real performance data — listener demographics, engagement rates, acceptance rates compared to other platforms — to justify Deezer pitching as a high-ROI activity that complements primary platform campaigns.
Pro tips
1. Research Deezer playlists in your artist's genre and cross-reference curator names with LinkedIn and music industry databases; build a dedicated spreadsheet tracking playlist fit, curator contact details, and submission frequency to treat it as a proper outreach channel rather than a one-off submission.
2. Pitch Deezer simultaneously with Apple Music rather than sequentially after Spotify, positioning both as secondary but equally strategic priorities rather than fallback options for rejected tracks.
3. Monitor Deezer listener demographics for your existing placements and compare them to Spotify audience data; use any geographic or demographic concentration (e.g., stronger appeal in France) to justify continued investment and contextualise Deezer's value to label stakeholders.
4. Always supplement Deezer for Creators submissions with direct email or LinkedIn outreach to curators, since the submission platform lacks algorithmic transparency and direct curator relationships are more valuable for understanding editorial feedback and building long-term playlist access.
5. Create a simple cost-benefit comparison showing Deezer pitching hours versus expected reach and engagement, then present it to label A&R teams as part of a release strategy memo to justify resource allocation and position Deezer as a high-ROI secondary activity rather than optional busy-work.
Frequently asked questions
How much of an impact can Deezer actually have on a UK release campaign?
Deezer's impact depends on audience demographic and genre rather than pure listener numbers. For UK-focused campaigns, Deezer typically contributes 5-10% of playlist-driven streams on a successful release, but that audience often exhibits higher engagement and repeat-listen rates than Spotify equivalent placements. In markets where Deezer is stronger (France, Brazil), impact can exceed 20% of playlist-driven reach.
Why should labels invest time in Deezer if Spotify already dominates the market?
Deezer offers significantly less competition for editorial playlisting, faster response times from curators, and access to a highly-engaged listener demographic. For labels managing multiple releases, Deezer pitching requires minimal additional effort beyond Spotify submission but delivers measurable secondary reach — making it a high-ROI activity rather than a major time investment.
Is Deezer for Creators sufficient, or do we need direct curator outreach?
Deezer for Creators is useful for monitoring track performance and data collection but inadequate for editorial relationship-building. Direct curator outreach via email or LinkedIn significantly increases acceptance rates and provides feedback that the submission tool doesn't offer, so the best approach combines both channels.
What listener demographic should we expect from Deezer playlists?
Deezer users tend to be intentional playlist curators and active music seekers aged 18-45 with higher music-buying habits than average streaming platform users. They engage more with playlist-based discovery and artist profiles, making them valuable for building long-term fan bases rather than purely boosting stream counts.
How do we build a proper Deezer contact list when the platform doesn't publish curator information?
Start by exploring Deezer's official playlists within your genre and checking playlist descriptions for curator credits. Cross-reference names with LinkedIn searches and music industry databases like SubmitHub, which maintain updated Deezer curator contact information; this research should be done per-campaign to ensure contact accuracy and identify any new playlists in your genre.
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