Deezer shows Spotify how to do music on the web

Two weeks ago, Spotify moved a step closer to embracing the web by introducing a widget for embedding playlists and tracks on the web. But the launch was underwhelming because each requires the opening of Spotify’s desktop application.

Now French upstart unlimited-music service Deezer has shown Spotify how to do it properly, by winning a small media partnership for its better web embed player.

Deezer is servicing reviews write-ups on the little-known indie music website Artrocker with a playlist widget comprising reviewed tracks (example). That’s the same kind of partnership Spotify struck with top-tier partners like Rolling Stone and Time Out.

But, through Deezer, Artrocker’s readers can play the tunes right there on the web page, without opening a supporting application. Of course, Deezer is entirely web-based.

Deezer wants to use the exposure to sign new users. Embedded track plays are limited to 30 seconds until Artrocker readers subscribe to Deezer itself. But they get a 15-day free trial when they play the widget for the first time.

Deezer has offered embeds for three years, and leveraged them in its native France through festival partners like Les Inrocks, Télérama, Arte Live Web, Rock en Seine and in the UK and Ireland with Jazz FM, Clash and The Irish Times. It won’t disclose how much consumption occurs this way.

Deezer has also put a “radio”-like web player atop all Artrocker pages which, sadly, stops playing each time a user flips pages.

Conclusion: Deezer, like Rdio, has a neater web deployment than Spotify, which is not a web service. If it all works, the web could help Deezer build its business, which it is rapidly building out in countries around the world.

But none of that will matter a jot. Such is Spotify’s heft and influence in the world of music subscription now, it is becoming the segment’s default service regardless.