Deezer Targeting Niche Artists

Deezer has a new strategy for competing against Spotify and Apple Music - targeting artists in niche genres to create original content. The company's program in charge of implementing this new strategy is called Deezer Next, and has 40 editors globally whose job it is to scout talent in selected markets in Latin America, Asia and Africa where Spotify is not already predominant.According to Reuters, Deezer's "aim is not only to differentiate its catalog but also to reduce its reliance on the record labels that take the lion's share of streaming services' revenue." Read more on the streaming music company's new strategy here.