Vodacom Hosts A Lukewarm Launch For the HOT New App Deezer

Vodacom launched their latest cool trinket, the new pop culture music streaming app Deezer. By all account Deezer is an exciting addition to the Vodacom brand but sadly its introduction to Jozi's movers and shakers was anything but...

Elevate Rooftop downtown Johannesburg was the venue for the Deezer launch celebration. With a lineup comprised of Twins on Decks, 5FM’s DJ Poppy Ntshongwana, Sphectacular, Naves, Lulo Café and DJ Euphonik, who were all challenged to create their playlists using Deezer, one expected this to be the party to rival all parties, especially given that it is about launching a MUSIC APP. Boy was I disappointed. 

The MC for the evening was MTV VJ Nomuzi Mabena, who is looking more and more like a star every time I see her. I guess she has finally decided to take her brand seriously. I totally approve and am excited to see her rise and shine.

Nomuzi, held her own as the host for the evening but the lack of star power in the venue and its size let her down. This did not feel like a launch of something as innovative and cool as an APP.  

“We are thrilled to be bringing the world’s leading streaming service – Deezer to Vodacom, offering our subscribers access to 30 million tracks. We understand that South African youth are in tune with global trends, and nothing brings us more pleasure than to be able to connect them to the world, through partnerships with the likes of Deezer”, said Deon Pinetown - Partnering Executive Head at Vodacom. 

Yaaaahhh... I don't know if this was a budget issue but I am sorry Mr Pinetown, nothing about that launch got me all fired up about the millions of tracks the app offers. 

The app enables Vodacom subscribers to access over 30 million single music tracks or full albums recommended by a Deezer editor. The Deezer editorial team consists of 50 editors worldwide that covers all genres and cultural affinities and brings users the best selection and discovery opportunities.

One notable unique element to Deezer is FLOW. This allows users by a click of a button to listen to a randomly selected song before purchasing the full album. Users will also have the opportunity to stream live and listen to both local and international radio stations, easily create playlists suitable to their music preferences, and discover new and exciting artists before anyone else.

This is something exciting. Vodacom should have gone all out to promote this app. Come on! I forgot about the app as soon as I left the event ... til I got a press release about it. If the brand can't be bothered to impress us about it, how are they going to galvanize consumers to download the app and purchase music from it?

If Vodacom can put money into Durban July, which really does nothing much for the brand visibility and bottom line, they certainly can afford to put together a mind-blowing launch for a cool app on their platform. 

Anyway, though the event lacked some star power presence, some few familiar faces did show up such as Isibaya actress Jessica Nkosi, fashionista Melody Molale, Musician and Producer Slikour and Channel 0’s Kay Naomi.

Deezer is available for all Android, Apple and Windows Vodacom subscribers.