Project: Deezer Influencer Programme (2016)

Position: Senior Global Communications Manager, Deezer

Role: Internal Lead, Creative Strategy, Comms and Social

As PR Manager at French streaming service Deezer, I led our first UK influencer relations programme, specifically targeting the vibrant British Grime music scene. The purpose of this initiative was to align the French brand with something authentically British. This venture involved a strategic partnership with 45 key influencers (non musicians) from the Grime scene, leading to the creation of a community-focused editorial channel on Deezer, the first-of-its-kind.

This initiative also offered bursaries, mentorship programs, and professional guidance aimed at nurturing upcoming talent in the scene. The objective was to provide emerging creators with tools to advance their careers. In promoting this channel globally, we curated unique social content with our influencer community.

This project was a success, and garnered headlines and 14 million impressions. It underscored our authentic commitment with the Grime scene, where we invested in the culture and empowered creators to make impactful contributions to their community.

Video overview here