Live the Music

Read the campaign story

Deezer introduced a new identity and Live the Music positioning on 7 November 2023. A subsequent brand announcement described the BETC Paris campaign film, made in Brazil. The agency account dates television and internet distribution in France and Brazil from 19 November and credits Nogari, Iconoclast and choreographer Sherrie Silver. Koto’s identity work is a related but distinct contribution.

Deezer’s January 2025 release explicitly presents a second instalment of the same campaign, with a different choreographic scenario. Both chapters remain one family here. The sources establish the creative ambition and production roles, not a universal response to music, a therapeutic effect or an isolated increase in subscriptions. The fictional transformation should not be mistaken for a behavioural experiment.

Editorial interpretation: movement makes listening visible. That helps an audio service communicate in visual media without relying entirely on screenshots or artist portraits. The strongest connection comes when different people retain recognisable individual styles rather than moving as interchangeable examples of a single ideal response. This suggests a useful principle for adaptations: show variety in how people engage, while leaving room for listeners who prefer stillness or a quieter experience.

Editorial interpretation: a vivid expression of music can still leave the service itself unclear. Many brands could show people enjoying a song. The next layer should explain why someone might explore this particular platform and what the actual listening experience involves. That explanation should avoid treating emotional intensity as proof of technical quality, catalogue completeness or value. Inspiration and practical evaluation can work together without asking one to stand in for the other.

Give visual expression a specific brand connection

Identify the service feature or experience the film is meant to introduce, then ensure the follow-up makes that link understandable. A dance sequence may generate attention while leaving the platform interchangeable with competitors. Test whether viewers can explain the brand’s role without simply repeating that music feels good. If they cannot, strengthen the bridge to the actual offer rather than adding more spectacle.

Respect different ways of enjoying sound

Do not make exuberant movement the only valid response or imply that people who remain still are missing something. Use voluntary participation and adapt movement to performers’ abilities. Provide captions and descriptive alternatives where useful. This broadens the invitation while avoiding a universal emotional claim. A campaign can celebrate expression without prescribing how every listener’s body or mood should change.

Plan music rights and practical listening conditions

Clear the recording, composition and intended uses before production, including edits and online distribution. Keep demonstrations at comfortable levels and avoid surprising bystanders with amplified sound. These are not minor finishing details: the music is central to both the creative and the service context. An adaptation should model responsible listening rather than relying on uncontrolled volume or disruption to create a reaction.

A small test for another brief

Proposed adaptation: invite consenting adult performers to interpret a licensed original track in three different ways, then connect the film to a clear, non-transactional prototype of a listening interface.

Measure understanding of the service role, recognition of varied listening styles and remaining practical questions. Compare the expressive opening with a straightforward interface demonstration. Do not treat enthusiasm as evidence of therapeutic benefit or a need to subscribe.

Stop if the production encourages unsafe movement, uses music without permission or implies that the service guarantees emotional or health outcomes.

• Use a controlled space and optional, ability-appropriate movement.
• Provide captions and a quiet viewing alternative.
• Separate cinematic interpretation from claims about audio quality or wellbeing.