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Brands & Merch Digital
More car stream tie-ups
By Chris Cooke | Published on Friday 31 May 2013
The latest alliance between a streaming music service and a car maker is Deezer and Mini, with the digital music platform added to the BMW Group-owned motor maker’s net-connected in-car entertainment system. Users can navigate the Deezer songs library via the in-built Mini joystick, dash screen and steering wheel.
Confirming the alliance, Deezer chief Axel Dauchez told CMU: “You can’t have a road trip without the right music, and you can’t enjoy a car without an amazing stereo. We’re excited about joining the iconic Mini brand in giving people the soundtrack they need for the open road. 25 million songs and one simple app should help people find the right song for the moment – wherever they’re going”.
Deezer’s Mini alliance follows the announcement earlier this month of a partnership between the main part of BMW and another streaming music platform, Rara.com, which will be available via the car maker’s ConnectedDrive Online Entertainment service in the UK, Germany, France, Italy, and the Netherlands.
Remarking on that tie-up, Rara.com CEO Jez Bell told CMU: “People listen to music in the car more than anywhere else, yet it’s still hard to enjoy digital music in the car. With 14 million tracks available on rara.com to stream instantly across five countries, we are looking forward to bringing the rara.com music experience to new BMW 5 Series users across Europe”.
