Deezer used its own platform as a media to promote Silence. The track was only available there which brought strong outcomes, as a 30% increase in Deezer Brazil subscriptions.

In 2019, Deezer came to us to increase trials and position itself as the go-to place for music listeners in Brazil. But at that time, Brazilians weren't even listening to each other. To prove that people can reconcile through the simple act of listening, we called Emicida, the Brazilian master of words, and asked him to add one extra track to his upcoming album.

We added an extra track to Emicida's new album: 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.

The song, 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 the TVs of 36 million Brazilians. Silence was also played live on stage. It 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

#1 Twitter Trending Topics