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Left to right: Moderator Justin Osofsky, director, platform partnerships and operations, Facebook; Jason Titus, CTO, Shazam; Mette Lykke, founder, Endomondo; and Axel Dauchez, CEO, Deezer at LeWeb

 

Facebook has drastically changed the way people listen to music within Deezer,” began Deezer’s Dauchez. “Over the past three years, our only obsession has been to give a seamless experience. Then you’re obsessed about engagement with the product itself. That’s where Facebook comes in. Because the biggest challenge with the digitalisation of music is that people are listening more, but are less engaged with music.”

“The average Deezer user uses service for 60 hours per month,” continued Dauchez. “So it’s crucial that they enjoy that experience. But we’re not using social for social’s sake. We make sure that artists’ every movement is connected with their fans; this builds fan engagement. That’s where we see the importance of social.”

The CTO of music and entertainment content recognition app Shazam’s Jason Titus agreed on the importance of user experience. “We want to make the experience as seamless as possible. So our app has to be easy to use, reponsive, understandable. When it came to social, it had to be seamless too: that’s why Facebook’s Open Graph, which we integrated in May 2012, works well for us.”

 

Watch this session in full, above!

 

Dauchez confirmed that the music streaming’s service’s recent global expansion owed a great deal to Facebook’s network, telling Osofsky: “You need to embrace the full complexity of the world, and Facebook has done that. We couldn’t have done our global rollout without you. There are 750 million Facebook users in the countries we’re present in. Thanks to the virality of Facebook, we can go really fast: we’ve seen, for example, that there’s a gap in the market in Australia, so we’ll go there as soon as possible.”

“Is music streaming an overcrowded market?” asked Osofsky.

“I think one day there will be interoperability between the playlists, plus Google’s role remains to be defined,” replied Dacuhez. “But for now, marketing is the key differentiator between streaming services. We don’t realise to what extent what we listen to is influenced by the traditional distribution channels. So we want to open even the smallest music markets in the world, so that an unkown African artist can become a big star, for example. We’ve already started to find African artists coming to us, finding producers, starting to record. So my dream is that people like that will become big, because their music reaches its audience (thanks to Deezer).”

To conclude, Osofsky asked each panelist how they saw the next few years.

For Shazam’s Titus, “the next step for us is not having to pull out your phone to interact with something. So we’re always working on things, trying them out, long before people actually see them. As for social, we want to make it so easy to wrap up a moment – the photo, the sounds, etc. – and share it, without having to type a lot.”

Endomondo’s Mette Lykke‘s point could well apply beyond her own social fitness network: “We’re only just started on what social can do for fitness — for example encouragement by friends, personalised programmes — so our app becomes a mentoring product. Not just for hand-holding, but also for kicking users’ asses when they don’t do well!

Last but not least, Dauchez predicted: “I see the production process of music changing drastically. For example, the end of albums, in favour of a shift towards a continuous creation stream — that will be monetised — and permanent conversation both between artists and fans, and between fans together.”


The above session took place at LeWeb Paris, December 5, 2012. For more innovation in the coming months, don’t miss LeWeb London, June 5-6!


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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