Deezer has launched a new dedicated grime channel and along with a grassroots programme aimed at supporting the scene.
The new programme will see Deezer back up-and-coming artists, promoters and content creators by providing bursaries, mentorship, guidance and a central platform aimed at exposing them to a wider audience.
The channel will be available globally from today, and will see Deezer collaborate with 36 talents over the next six months to produce playlists, podcasts and videos, in addition to promoting new albums, artists and live radio stations.
“It’s time for the British music industry to step up and recognise that it needs to identify new ways to help support this unique genre which, by it’s very nature, is typically anti-establishment. By launching a channel dedicated to championing Grime, combined with our grassroots programme, we will help identify the best new talent and give them the ability to showcase their work on a global scale,” said Roman Tagoe, head of content and editorial, Deezer UK & Ireland.
“It’s a great time for the Grime community to start moving forward, but important it maintains it’s DIY ethos and heritage,” said Laura Brosnan (Hyperfrank), music journalist and Grime expert. “For a long time, brands and the industry have ignored us, or simply exploited the Grime scene for their own gain. However, Deezer have chosen the right approach and are celebrating the entire culture, and looking at how it can play a genuinely positive role within their own sector to push a genre that rarely gets the credit it deserves. If you want to align yourself with this authentic British sound then it’s compulsory to invest in the music in the long-term and support these extremely talented creatives in the right way.”