Deezer Strikes Deal to Change Monetization Model for Ambient Sounds
In a recent agreement between Universal Music Group and Deezer, the French streaming service is set to change its monetization model for ambient sounds and non-music content. Under the new model, known as the “artist-centric” approach, certain non-artist audio will be demonetized and replaced with Deezer’s own functional music. Streams by “professional artists,” defined as those with at least 1,000 monthly streams by 500 unique listeners, will count for double. Searching for specific artists will double this count again.
These changes aim to eliminate gaming behaviors and fraudulent activities on the platform, which have been a persistent issue for streaming services. The new model is also expected to benefit professional artists, with a projected 10% increase in payouts. Despite this, some critics argue that this model disproportionately favors major labels, potentially overlooking independent and avant-garde artists.
Deezer estimates that about 7% of its streams are fraudulent, and removing non-music content, such as white noise, has the potential to significantly boost streaming platforms’ profits. However, concerns have been raised regarding the definition of “nonartist noise content” and its potential impact on certain genres, like ambient and noise musicians who work with field recordings. It remains to be seen how Deezer’s plans to upload its own functional music will trickle down to artists and affect the industry as a whole.
Overall, this deal marks a significant step towards reevaluating the existing streaming model and addressing the challenges faced by artists and platforms alike. However, it also highlights the ongoing power dynamics between major labels and streaming services, emphasizing the need for continued dialogue and innovation in the industry.
