Marie LalliaMarie Lallia is the Senior Artist Marketing Manager at Deezer.

The music industry is extremely tough for females to break into, with the industry notorious for being male-dominated. Billboard’s top 100 people in the music industry in In 2018, a mere 17 per cent of the list were female.

Marie began her career at Deezer as an intern in 2012 and has risen through the ranks to become a Senior Manager, working directly with artists, artist management and record labels to discuss how to market and promote their music in Deezer while building their fanbase.

Marie works with artists at all stages of their careers from the new and developing (identifying artists for the Deezer Next programme) to global superstars like Ed Sheeran, Metallica, Pharrell Williams, Muse and many others.

Tell us a bit about yourself, background and your current role

I’ve been with Deezer for over seven years and started my journey as an artist marketing intern. Now as Deezer’s Senior Operations Manager within the Artist Marketing team, we are responsible for helping artists, labels and managers grow their fan bases and reach new listeners through special campaigns and projects. We work with artists at all stages of their careers, from the emerging  artists on our Deezer NEXT support programme, through to superstars like Ed Sheeran, Metallica, Pharrell Williams and Dua Lipa.

Prior to Deezer, I worked at EMI Music publishing in the sync department and hold a degree in Management from Université de Paris Dauphine.

Did you ever sit down and plan your career?

I think it’s difficult to sit down and plan a career.  life is hard to predict and advances in technology mean everything is rapidly evolving. When I was growing up, music streaming wasn’t really around, so planning a career in streaming would have been impossible. It’s actually more about feeling confident about something you genuinely love. I have always been passionate about music and I initially wanted to work in classical music. But I remember sitting down and evaluating opportunities every time they have come up, and from there having a better judgement and understanding of what direction I’d like my career to take, step by step.

Have you faced any challenges along the way?

Streaming is still a fairly new industry – Deezer is just over ten years old – which means it’s still maturing. Our artist marketing team relies on the trends and patterns of our users (for example, if our users are increasingly listening to a certain musician) as well as our team’s expert knowledge. However due to the nature of streaming, these patterns and trends are always changing. So when we run a successful artist campaign, we have to be creative and change our approach to find success. The challenge is to always stay on top of the very latest in digital marketing and the music industry –  but that’s a great part of the fun!

What has been your biggest achievement to date?

I’m really proud of the work I’ve done for International Women’s Day, involving artists like Annie Lennox and Anitta. However one of the greatest achievements that the team and I have worked on is establishing Deezer as an artist-friendly platform. This is down to our artist-focused campaigns that help build their profile and showcase what they’re about and not just about increasing streaming numbers.

Our various projects try to cover all aspects of the artist and music creation. Ranging from the musician’s influences and inspirations through to production and live music. We build plans that help build the artist’s story and that’s really gratifying!

What one thing do you believe has been a major factor in you achieving success? 

At Deezer, I’ve been lucky enough to work with great managers that have trusted me and pushed me to break outside of comfort areas, to always think big and overcome even the hardest of challenges. A strong team is vital in the music space, and we’re all trying to achieve the same goals, to bring success to truly talented artists all across the world.

If you could give one piece of advice to your younger self what would it be?

Don’t give up if things don’t work out after your first try, or the second, or the third… For something you really want, give things time and you’ll get there by persevering.

What is your next challenge and what are you hoping to achieve in the future?

Deezer NEXT, our support programme for emerging artists, is always a very exciting challenge. We launched NEXT in 2017 and were the first to launch this kind of initiative, which I’m really proud of as it takes a lot of hard work and dedication to create an industry-first and keep it alive for over three years and counting.

To kick start our annual programme, we link up with labels, management and artists to select the talent that we feel have great potential. Once selected, these artists are given an avenue for new exposure to local and worldwide audiences with 12 months of support from our Artist Marketing and Editorial teams. This includes playlisting and creative marketing campaigns with special content, fan events and social media amplification. Since we started the programme, we’ve been able to work with some amazing Deezer NEXT Alumni, like Jorja Smith, Rag ‘N’ Bone Man and Anne Marie. My goal for the future is to continue the success of Deezer NEXT and keep helping artists to grow their fanbase and get the recognition they deserve!

What are your top tips to break into the music industry?

Networking is extremely important as the music industry is a people’s business, but not as much as being thorough in your work ethic. There’s getting your foot in the door and finding ways to contribute. Always make sure you bring added value to every project you work on and leave a good impression with everyone you work with.

One top tip in the music industry is to take ‘name-dropping’ with a pinch of salt…people do that a lot! Instead, do the research on the artist, check the data and work hard. As that’s what will actually get the job done.

How do you get the best out of a team?

You can definitely get the best out of people by getting them excited about a project or what they’re working on. I guess that’s quite easy for us at Deezer because we work in music and music is what makes us thrive. There should always be something interesting for everyone in each project. So find what it is that motivates people and capitalise on that. Also, be nice.