Pillar 01 — What I built
Content Area — building what the platform could become.
Original Content · Music channels · Non-music · Partnerships
The Content area encompassed everything Deezer produced or commissioned that went beyond its core catalogue offering. This meant original content programs (Deezer Sessions), special projects (Silêncio/Emicida), local music channel curation, and an expanding portfolio of non-music channels — podcasts and live radio — that positioned Deezer as a full audio destination rather than a music-only service.
The editorial logic was to identify what I called "local heroes" — artists who carried genuine cultural weight in Brazil — and build 360° strategies around them on the platform: exclusive content, dedicated curation, artist marketing campaigns, and media partnerships that extended the Deezer Sessions format into national broadcast reach.
- 01Development of Originals content programs and special projects
- 02Management of local music and non-music channels
- 03Portfolio definition and negotiation of content partnerships for non-music channels — podcasts, live radio
- 04Content partnerships with media groups, labels, artist managers, journalists, blogs, venues, festivals
- 05Local content strategy to differentiate Deezer's offer — identifying local heroes and implementing 360° strategies
Pillar 02 — The interface
Artist Marketing — the interface between platform and industry.
Labels · Distributors · Artists · Releases · Campaigns
The Artist Marketing pillar was the operational bridge between Deezer and the Brazilian music industry — labels, independent distributors, managers, and artists themselves. This required both commercial credibility (the ability to have a serious conversation about releases and marketing investment) and creative vision (what a Deezer-specific campaign could do that a generic DSP placement couldn't).
In a market where Spotify held first-mover advantage and deep label relationships, Deezer's differentiation in artist marketing was its willingness to co-create rather than just distribute. The Raça Negra campaign with CP+B — a 60-second TV spot, a pocket show, and a full multimedia rollout — was possible because we offered something beyond playlist placement.
- 01Engaging with label reps, distributors, and artists to plan releases and marketing campaigns
- 02Promoting Deezer to industry stakeholders — emphasising features, reach, and co-creation potential
- 03Identifying local media partners to boost artist marketing campaigns
- 04Ensuring local activities aligned with global strategy, adapted for Brazilian nuances
- 05Tracking, analysing, optimising ongoing campaigns; reporting outcomes to HQ
- 06Monitoring music trends on Deezer; sharing local performance insights with the global team
Pillar 03 — Translation work
Paris HQ Interface — making Brazil legible to a French company.
Local ↔ Global · Content KPIs · Strategic alignment
Deezer is a French company. Its headquarters, its founding culture, and its primary reference points are French. Managing content for the second-largest global market — while reporting to a headquarters 9,000 km away with a different music culture, different market dynamics, and different editorial references — required a specific kind of translation work that goes beyond language.
My role as primary interface between the Brazilian content team and Deezer HQ meant: translating local market intelligence into input that global teams could act on; aligning local content strategy with global objectives without losing the specificity that made it work in Brazil; and advocating for the investment levels that the market's strategic importance warranted. Brazil was #2 globally. That had to mean something in resource allocation.
- 01Overseeing management of content KPIs — aligned with Deezer's global objectives and performance standards
- 02Leading and coordinating the local content team of 7 professionals
- 03Primary interface between local team and Deezer headquarters — communication, collaboration, strategy integration
- 04Advocating for local investment based on Brazil's strategic market position
- 05Sharing local music industry insights and performance data with global content teams
