Deezer streaming service free for six months on Three
Offer is a good fit for telecoms operator investing in music festivals this summer
Lionel Ritchie, who is headlining the Punchestown music festival, where Three will have a presence, on July 23rd. Photograph: Photograph: Paul Bergen/EPA
Music streaming service Deezer is not as well known in Ireland as streaming Goliath Spotify – but that could soon change with mobile network Three set to offer its customers a six- month free subscription to Deezer Premium+. That gives ad-free access to more than 40 million songs with the usual streaming service ability of making personalised playlists and listening offline.
Three’s UK and Swedish customers were offered the same deal in late 2015 and in this market Vodafone has a similar deal with Spotify to offer its customer.
Such partnerships are a win- win for both sides. Deezer has a record of teaming up with networks elsewhere in Europe: in France its partnership with Orange attracted a reported 1.5 million “active bundle” subscribers – those who were using the streaming service as part of a mobile deal. The challenge for Deezer is to convert those “free” users to sign up and pay for the service once the initial six months run out.
For Three, the Deezer offer is a good fit for the brand, which this summer is investing heavily in the music festival circuit, with a presence at Longitude, Electric Picnic and Punchestown.
Going to festivals is a “chance for the brand to engage with customers in an engaging happy environment,” says chief commercial officer Elaine Carey, adding that the brand can offer feel-good festival services such as mobile phone charging points and seating areas as well as backstage access through its loyalty programme.
Three has had a presence at Longitude and Electric Picnic but Punchestown will be a first for the brand. Carey says it’s to catch the older demographic (Lionel Ritchie is headlining) who don’t fancy three days at Electric Picnic but are still up for going to a day-long festival.