Young SA artists hope Deezer Next will bring success

Before unveiling Deezer Next, the streaming service focused on 12 developing artists per country across various territories and genres. Three South African solo artists and a band have thus far been rolled out as part of the Deezer Next project. They include Dominic Neill, Raheem Kemet, Robin Thirdfloor and Southern Wild. On a global scale, Deezer Next has selected artists such as Rag’n’Bone Man (UK), Maggie Rogers (US) and Anne-Marie (UK), among others.

Music In Africa spoke to Kemet and Robin Thirdfloor about what they're expecting from Deezer Next.

“I was informed about the project by my record label Sony Music Africa and we decided that it would be a great tool to utilise in spreading awareness about myself and my upcoming EP,” Kemet, who is based in the coastal city of Durban, said.

Also based in Durban, Robin Thirdfloor said that “Deezer's plan to introduce emerging artists is really something incredible”.

“As an emerging artist it's been my aim to get my music out there and even though my team Post Post Music is doing a lot to make sure that happens, the extra push from Deezer seemed like something I needed to help build my brand,” he said.

Kemet is optimistic that Deezer Next is his ticket to fame and that it will open doors to new markets and industry players outside South Africa. “It will give me maximum exposure and an entirely fresh new fan base,” he said. “I'm hoping that this campaign will create awareness among national and international promoters as well as booking agents interested in the product that I offer. I'm hoping it paves the way for more shows abroad.”

Robin Thirdfloor, whose real name is Simphiwe Nyawose, also believes Deezer Next is a launch pad for his international career. “There's no real hectic expectation placed upon the artist, it's a collaborative process where we work together to combine my creative vision and theirs. It's cool because they give me the freedom to express myself through my art and showcase my uniqueness.

“My trip to the US made me realise how much the world at large doesn't know about our music and I want to be that guy who schools them about our music, especially the music that's been influential in my upbringing – and that's kwaito,” he said.

Both artists advised musicians to acquaint themselves with Deezer Next, saying that it is vital for artists in today’s world to familiarise themselves with technology that could further their careers. As such, the music streaming service gives users instant access to a catalogue of millions of artists via internet-compatible devices.

With more than 10 million active users in 180 countries and some 43 million tracks, Deezer has become one of the world’s biggest streaming platforms that fans often use to discover new music. This is the reason artists such as Kemet and Robin Thirdfloor are banking on a service that they believe will aid in their discovery beyond the continent.

You can check out the Deezer Next playlist here.