Deezer SA partnership integrates radio, streaming

The six-week partnership will see Hot 91.9 FM curating playlists that will be available to listeners on Deezer, which has been operating in Africa since 2012.

Hot 91.9 FM listeners will also be given a chance to have thier Deezer playlists aired during the station's Music Power Half Hour show. In addition, listeners will access podcasts of their preferred shows.

“Deezer’s localised approach to music is important for South Africans. Listeners can listen to Hot 91.9 FM content and discover fresh tunes on Deezer,” Hot 91.9 FM managing director Lloyd Madurai said.

It seems like Deezer is attempting to introduce more South African users to its playlist function, which market leaders Spotify and Apple Music employ as major selling points. Playlists available on the Hot 91.9 FM include Hot 90s R&B curated by former boxing announcer Shane ‘The Duke’ Wllington, Take Me Back to the 80s by Kevin Savage, Bunny’s Beats by Bunny Majaja and others.

Hot 91.9 FM radio jock Tony Murrell, who won in the Best Weekend Show category at the Liberty Radio Awards recently, said the partnership was a test by Deezer to see how well streaming could be integrated with radio.

Deezer head of Africa operations Gillian Ezra said: “Deezer and Hot 91.9 FM both attract music fans who want to hear the latest songs from local South African artists. Music fans can enjoy their favourite radio programming on Deezer, together with all the benefits that streaming has to offer.”

The partnership between radio and music streaming may be a formula for success after a recent report by the International Federation of the Phonographic Industry said streaming revenue surged to $6.6bn in 2017 – a 41.1% increase from $4.7bn in the previous year.

Last year, PricewaterhouseCoopers released a report on entertainment and media that projected growth in Internet and radio usage in Africa until 2021. The integration of the two media could increase collective revenue while attracting a bigger listenership.

Listen to the Hot 91.9 FM playlists on Deezer here.