Deezer

Communicating the biggest change to music streaming

For 15 years, the way artists were paid from music streaming didn’t change. And it was no longer fit for purpose. With Universal Music Group, Deezer sought to change that, striking a deal with the world’s biggest music company to create the artist-centric payment system. We were briefed to manage the PR rollout for the UK and the US on this controversial topic.

Working side-by-side with the in-house team, we developed a PR plan to maximize the positive coverage from the ACPS pilot program launch, while ensuring that we could address music industry and artist criticism of the new system.

The coverage we secured matched the ambition and scale of the story — 118 individual articles across the US and UK, including the FT, BBC, The Verge, Fortune and Billboard. Our approach ensured that key messages around shaping the future of music economics and creating a better experience for artists and fans were conveyed, with 94% of articles speaking to the story in a positive/neutral tone.

If you need to communicate around some of the biggest issues in your industry and beyond, we can deliver for you. Get in touch and send your briefs to