Deezer invests in Driift and accelerates its expansion in live streaming

Posted by Isobel Hambleton | October 4, 2021 | GB, Global, Partnerships, UK, US
Driift
Driift
  • Driift is an award-winning producer and promoter of live streamed events based in the UK
  • Driift’s disruptive model aligns perfectly with Deezer’s ambition to enhance the live streamed experience and fans’ connection with artists
  • Deal follows recent investment in Dreamstage and expands Deezer’s exposure to the fast-growing live streaming market

The global streaming company Deezer has acquired a minority stake in Driift, a pioneering producer and promoter of live streamed music events. 

The new funding will help Driift accelerate its growth and build a leadership position in next-gen interactive live music streaming. Deezer will leverage its technology and expertise to actively support Driift’s future growth, including the roll-out of new products and offerings.

Driift was launched in August 2020 and has quickly built a reputation for creating unique, high profile live online pay-per-view events. The company has sold more than 600,000 tickets for live streamed gigs with artists like Nick Cave, Niall Horan, Kylie Minogue, Biffy Clyro, Andrea Bocelli, Laura Marling, Dermot Kennedy, Courtney Barnett and Sheryl Crow.  

Driift has a collaborative model that enables it to partner with world-leading venues, directors and brands. This has included the UK’s legendary Glastonbury Festival where the company conceptualised, created and produced the innovative ‘Live At Worthy Farm’ event. The streamed concert featured top tier artists like Coldplay, HAIM, Jorja Smith, IDLES, Wolf Alice, Michael Kiwanuka, Damon Albarn and The Smile.  

“Live streaming is a rapidly growing industry that is redefining how fans engage with their favourite music. Companies like Driift help artists reach people all over the world to generate new revenue streams. Deezer has been a music industry innovator since the very beginning. Our investment in Driift is the next step in our expansion in this exciting and fast growing space. It also follows our strategic investment in the live streaming platform Dreamstage in May this year. I look forward to working with Ric and Driift’s management team,” said Deezer’s CEO, Jeronimo Folgueira.

“We are delighted to have received investment from a global player such as Deezer. The investment highlights the value of Driift’s offering and confirms that live streaming will be a major new component of the music industry going forwards,” said Ric Salmon, CEO of Driift. 

“What Driift has achieved artistically and commercially under lockdown conditions has really only scratched the surface. I believe that with Deezer, alongside our existing shareholders Beggars Group and ATC, we have the perfect partners to help us capitalise on new opportunities as the long-term potential of live streaming becomes more and more apparent,” added Ric.

Driift was co-founded by Ric Salmon and Brian Message. The company is majority owned by co-founders ATC Management, with Beggars Group a minority shareholder. Driift’s executive team also includes Chief Operating Officer Claire Mas and Head of Production Sasha Duncan. The company is headquartered in the UK, with additional operations in New York and Perth in Australia. 

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