Deezer-NEW-2020

As part of its expanding effort to raise the profile of podcasts and music created by Black creators, Deezer has launched a “Black Culture” channel on its streaming app. The company says the channel will highlight underrepresented voices of Black creators and producers in podcasts like Black Girl Podcast and Pod Save the People.

“Our new channel is a first step on a long journey. We want to make sure that there is a permanent space on Deezer where we can highlight Black talent globally,” said Junior Foster, Global Editor for the “Black Culture” channel and Head of Global Relations.

Deezer says it will encourage users to listen to podcasts to learn more about and evolve their perspectives around race issues, including the impact of racism on every part of society, from politics and pop culture to history and sports.

On the music side, Deezer editors have curated a variety of playlists to celebrate both new and legendary tracks from Black musicians who have influenced and shaped — and continue to evolve — genres like pop, rock and electronic.

“Throughout history, Black musicians have been making music the world loves. In more recent years, Black podcast creators have hosted chart-topping shows. Yet not all Black creators are getting the attention and respect they deserve,” said Foster. “We want to change that.”

Deezer joins a growing list of media companies examining their offerings and opting to create more programming geared to Black listeners and viewers. In the audio space, the biggest announcement so far came las month when iHeartMedia announced it was launching BIN: Black Information Network on a group radio stations and iHeartRadio stream. Some BIN content will also be distributed as daily podcasts across iHeartRadio’s podcast network, and a selection of iHeartRadio’s existing podcasts targeting African Americans will also be part of BIN’s lineup. iHeart has also said that a new daily 10- to 20-minute BIN podcast will launch shortly, consisting of news and culture analysis for the Black community.

In place of a traditional ratings-driven, ad-supported business model, BIN will rely on sponsorship support from a group of founding partners who share its mission. Launch partners include Bank of America, CVS Health, GEICO, Lowe’s, McDonald’s USA, Sony, 23andMe and Verizon.