In 2019, when Brazilians were living in a political turmoil, Deezer came to us to increase their Brand relevance and daily active users. At that moment, we already knew that Emicida was about to launch his new album "Amarelo".

We came up with the entertainment idea of adding one extra track to Emicida's upcoming project. A track with no lyrics and no beat, just Silence.

The sound was based on Schumann Resonance (SR), a common frequency to all living beings that sparks a collective state of mind. Silence was a song created to inspire collective reflection.

Silence, only available on Deezer, became a music video and also a social experiment connecting our audience with real representatives of different tensions of the Brazilian society.

The music video premiered in Brazil’s most important commercial break, silencing 36 millions TVs. Silence was also played live on stage and took over the streets, TV shows and radio stations. On social, one-minute cuts of each character deepened the human connection.

Brazil has become Deezer's largest market in the world

30% increase in Deezer Brazil subscriptions

+20,000,000 minutes of silence heard

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