Faces of Shift
When you shift, you gain temporary hit points equal to your level + your Constitution modifier (minimum of 1 temporary hit point). You also gain additional benefits that depend on your shifter subrace, described below. Once you shift, you can't do so again until you finish a short or long rest. You can speak, read, and write Common. Surfcaster’s Journal Night Shift Podcast exists to share our passion for surf fishing with our readers and listeners. Our mission is to bring you the most interesting voices in the sport, to share knowledge, and to unlock secrets of the craft.
Music is important to the Shift community. Classical tunes echo through the speakers, members dish about their next Red Rocks show and companies even base their livelihoods around it. One company that lives and breathes music is the personalized streaming service, Deezer. Led by Deborah Jourdan, the Denver team is a collection of ten strong individuals that help the Paris-based company thrive in the competitive landscape of streaming music.
Deborah and team, could you tell us how Deezer works? What are its differentiators from other streaming services?
Deezer a music streaming service and that aims to create the most personalized music experience for our customers and our partners. For customers, we do that by using elements of man and machine to play the best new and old music tailored for each individual. For our partners, that means customizing our offering to their audience. With Sonos, a speaker and home systems company, we give their customers access to lossless audio. For Cricket Wireless, a wireless service provider, we provide users a great value at $6/month.
Where and how was Deezer created?
Deezer was founded in 2007 by 23-year-old French programmer, Daniel Marhely. He wanted to find a way to simplify music streaming for his friends, so started the project from his bedroom. He quickly realized the value of such a product, so gathered a small team to build the product. Once music labels and investors caught on, Deezer took off and is now one of the largest music catalogs in the world.
What keeps you going in the day to day?
We are inspired by the creative minds in the music industry, and a fast-moving product that we all use daily. The unique combination of tech startup meets funky music label keeps us excited and busy every day!
Any exciting news or trips up next for Deezer?
Deezer Shiftdelete
Our team is constantly traveling, with trips to Los Angeles, Atlanta, Paris, and Miami on the books over the next few months.
Deezer has changed the course of its creative, signalling a shift in tone and maturity for the business, but it's not quite done yet - the challenger brand also wants to build a super personalised service to bring its vision of “streaming 2.0” to life.
Streaming is the music industry’s fastest-growing revenue source and while Spotify may be leading the market in terms of subscribers the speed at which the industry is growing means listeners are still ripe for the taking.
Muscling in on the market is Deezer, which started life in 2007 when 23-year-old French developer Daniel Marhely wanted to make it simpler for his friends to access their favourite songs. With 10 million users against Spotify’s 100 million, the challenger’s marketing has so far been used to lift brand awareness, but its latest creative marks a change of course and hints at its vision for a hyper-personalised future.
‘Flow My Music’, the first global campaign for the platform, seeks to cut through the noise and promote Deezer’s Flow feature which created customised curations based on users’ current tastes.
The campaign, created in partnership with PD3, comprises posters and videos and was inspired by real Flow users. The hero spot depicts a young woman on her commute using the service, saying it 'knows what I want to listen to even when I don't'.
The spots are soundtracked by Rag'n'Bone Man and Maggie Rogers - two emerging acts that are part of Deezer's Next initiative which has been designed to support fresh talent by bolstering their exposure and reach within the platform's walls.
The knife-edge rivalry in the streaming market is forcing players to innovate, and Deezer is no different. The firm's chief commercial officer Golan Shaked describes Flow as a “one click, lean back experience,” before adding future development plans include sophisticated geo-targeting and cross-application linking to tracks.
In a world where brands are increasingly turning to hyper-personalisation it is becoming an expectation from consumers rather than a nice to have. A recent study from McKinsey found that companies who put around the 'freemuim versus preimium' debate which is pertinent in the industry.
'At the moment we recognise that, given that streaming is still in its infancy, there is a place for a freemium offering,' he said, adding this is especially relevant for the company's millennial audience who are 'less willing to pay for a music service.'
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Last year, when Deezer launched the in the USA, the company limited the free trial experience to customers willing to provide credit card details because it was a more mature market; something Shaked said can 'be seen as a first step towards limiting the free experience.
'As more people move from physical to digital formats and as payments for entertainment services become more acceptable, we anticipate that the balance will shift,' he added, saying that as Deezer's premium userbase continues to grow the revenues will follow.
The brand's ambition to create an ultra personalised user experience that will cut through the noise will be central to this growth if it wants to compete with the big boys of steaming, and it's renewed approach to marketing could be just the boost the company needs to help it evolve from a challenger to a giant.
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