Deezer Partners With Feature.fm to Let Artists Pay for Sponsored Plays

You can't miss all the sponsored content on websites like Buzzfeed and Business Insider, now there’s a music startup that wants to give artists a way to natively advertise their songs directly within on-demand streaming services. Feature.fm promises "unprecedented exposure" to artists who find themselves outside the radio system, offering a self-service way to upload music, choose a target audience and then monitor its performance -- for a fee.

To highlight this platform, Feature.fm has struck a strategic partnership with Paris-based streamer Deezer, which becomes the first on-demand streaming service to allow artists to purchase sponsored airplay in its free tier. "The launch of this service means artists can easily integrate their music into the Free Deezer platform, reaching the right audience at the right time,” said Tristan Rachline, vp of ad sales at Deezer. "Deezer's technology has always been driven by innovation, superior design and functionality, so we are delighted to collaborate with Feature.fm to further enhance both the user and artist experiences."

The sponsored airplay feature is available to all artists, who can target their audience based on parameters like music taste, age and gender. After setting a budget, the plays presumably follow, with Feature.fm providing an analytics dashboard that lays out how listeners are reacting. Each time a sponsored song appears instead of a traditional ad, a small window with information on the artist appears, and includes a picture and social/purchase links. Also a "Promoted via feature.fm” bug.

Warner Music's Parent Company Now In Control of Deezer Following French Approval

"Radio has always been the most powerful place to break an artist, but it's always been inaccessible to most artists," said Lior Aharoni, founder and CEO of Feature.fm. "The way people listen to the radio has changed and our mission is to be the new radio promotion tool in the music streaming era, allowing talented artists of any size to get airplay where people now consume music."