The station joins a roster of other dedicated Latin music channels including Música Mexicana (regional Mexican), Salsa and Brasileña. “Reggaetón isn’t a secret anymore,” Jorge Rincón, vp of Deezer North America, tells Billboard.
“We’ve been looking at data and the growth that the Latin genres are having in general but reggaetón is really attracting all of our users. Back in the day, services would put all Latin music in one category but not anymore. Especially reggaetón because of its tremendous fan base,” adds Rincón who predicts the Reggaetón channel will become one of the U.S. service’s most popular.
What can reggaetón enthusiasts expect on this new channel? Curated playlists, music from the hottest reggaetoneros and new releases.
“Our music democratizes the way music is available,” explains Rincón. “It’s also very important to us that new artists are visible and accessible to the audience. When you create a particular channel on a genre like reggaetón that spotlights reggaetoneros only, you have the ideal platform for that new artist to grow a fanbase and become more popular.”
Supporting emerging artists is a priority for Deezer who recently joined forces with Univision to “foster and showcase up-and-coming Latin artists.”
“The partnership is about promoting new artists on our respective platforms,” Rincón says. “We partnered with one of the most important media houses in the Latin market to join efforts to take Latin music to another level and be more specific about Latin genres within music, and specifically help new artists emerge. We’re taking baby steps now but there’s so much more to come.”
While consumers have plenty options on how to listen to music nowadays, one thing that sets Deezer apart from any other streaming service is a feature called Flow, according to Rincón.
“Flow is an effortless experience. Imagine we put artificial intelligence to work on behalf of the consumer. When you have the world catalog at your fingertips it can become an overwhelming task to create your own playlist or look for playlists created by other editors. After you’ve used our product for some time, Flow will only play music that you truly love and also help you discover music that’s right up your ally.”
Deezer’s reggaetón channel is now available in North and Latin America.