Might 2013 be the year of music in Latin America? Of course, it’s only January, but as social music startup Serendip prepared for the launch of its iOS app yesterday, music streaming service Deezer was getting ready to announce its landing in Brazil.
Originally out of France, Deezer launched in 2007 and since that time has employed a distinctive growth strategy of subsequently launching in swaths of locales all over the world (everywhere, that is, besides the United States and Japan – at least for the time being). The company made its official landing in 35 Latin American countries in June of last year. It held off on Brazil until now.
Deezer will offer Brazilians a library of 20 million tracks, including both local and international artists, to lure users in. “There’s a real passion for music all over Brazil, which makes it a really important country for us,” Deezer CEO Axel Dauchez told The Next Web, “To put things in context; globally, streaming revenues grew almost five times more than download revenues in 2012 – we’re positive we’ll see this success replicated in Brazil. Our main challenge is to engage Brazilian fans with this new way of enjoying music.”
The Deezer team will also employ another tactic in drawing in the Brazilian audience: a special launch offer including six months of free web access and one month of free mobile use. Following the free trial period, users will be able to subscribe to Deezer for a fee of between US$4 and US$7 (R$8.90 and R$14.90).
With a presence in 160 countries and three million subscribers, Deezer is already a force to be reckoned with in the music streaming world, and it has no plans to slow down. “Launching in Brazil is a great example of Deezer’s plan to take music streaming everywhere, especially to emerging countries where there’s great growth potential for everyone, both artists and fans. With the new Latin American headquarters in Sao Paulo, Deezer hopes to reinvigorate the local music distribution market, bringing an exciting, innovative and legal solution for music consumption. We believe that the importance of music to Brazilian culture and the country’s widespread adoption of social media will help us get very positive results here,” explained Mathieu Le Roux, Managing Director of Deezer Latin America.
In what’s shaping up to be a pretty heated battle among startups in the social music streaming space, Deezer’s Brazilian launch may certainly give it a leg up on the rest. And considering the US$130 million investment it landed in the fourth quarter of last year, there’s no doubt it’s got more than a few surprises in store for us.