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Do Androids Dream Of Eclectic Beats? How Deezer Uses Data for Music Streaming

Tech

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As technology continues to evolve and increase in intelligence, bots and algorithms have left people wondering: is it possible to marry the heart and soul of a person with the intelligence and success of bots?

Deezer has done just that.

Below are some takeaways from the session. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

On Tuesday, the streaming platform shared how they’ve attempted and seen success in having both human and tech generate playlists that draw in millions of followers. Roman Tagoe, the Head of Content and Editorial at Deezer in the UK and Ireland says for Deezer, this means using a playlist editor and analytics to figure out the best musical combos.

“(Our editor) can see the amount of times a track has been played, the amount of times it’s been skipped, how long people listen and their happiness with it,” Tagoe said. “And it’s not mechanical data it’s human data.”

Tagoe added that using just a computer wouldn’t be as useful, because it’s their music editors who can feel out what music is up-and-coming or what people don’t like, even when charts say otherwise.

At the end of the session, Tagoe answered questions from the audience about how Deezer keeps ahead of the game. Here are some takeaways:

  • Deezer, Tagoe said, is always thinking of innovative ways for brands to leverage their platform. Always consider how new artists, social media, video and TV can fit into marketing strategies.
  • Content is the most important. Always be creating shareable content and meeting the audience where they’re at. Content should be either geared to each social platform or something that is easy for users to share anywhere.
  • When working with influencers, the biggest thing is planning out what you’re doing with your influencer and getting them excited about your strategy for each platform.

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