Soundmac has secured direct access to Deezer’s priority editorial pitching system, allowing it to submit playlist pitches every week.

According to internal communication shared by Soundmac with its users this week, the music distribution company held a meeting with Deezer to discuss opportunities to increase visibility for emerging African talent. As a result of that meeting, Soundmac has been granted a direct line into Deezer for Creators. The platform’s artist-facing service enables release submissions for editorial consideration.

The development marks the latest phase in an ongoing relationship between Soundmac and Deezer, which began in February this year when Soundmac obtained a license to distribute music directly to the streaming service. Since then, both companies have worked to strengthen ties around artist support, editorial visibility, and platform integration.

Beyond editorial pitching, Deezer is also exploring marketing activations in partnership with Soundmac that could spotlight select emerging artists. While details remain limited, both companies are said to be working on initiatives that will include brand-facing and territory-specific campaigns aimed at increasing visibility for independent artists within the African market.

This development follows a series of recent playlisting wins for Soundmac artists across major DSPs. In the past month, songs distributed by Soundmac have been featured on multiple Apple Music editorial playlists, as well as Audiomack editorial selections. These placements, achieved through Soundmac’s internal pitching portal, underscore the distributor’s growing footprint across key streaming platforms serving the African music market.

The move aligns with Soundmac’s broader strategy to create deeper alignment between independent artists and global DSPs. The music-tech company, which has emphasised playlist access, performance tracking, and real-time royalties as core offerings, says its mission is to provide artists with “a clearer path to global discovery.”

Deezer, for its part, continues to expand its investment across the African continent, including in Anglophone and Francophone markets. For Soundmac, which positions itself as a distributor built for the next generation of African creators, the partnership with Deezer represents a step toward institutionalising artist support that extends beyond digital distribution.

The company has advised that artists seeking editorial support on Deezer should schedule their releases at least three weeks in advance and submit them through Soundmac’s internal pitching portal.

When contacted for comment, Soundmac declined to provide further details on the long-term scope of the Deezer collaboration, but confirmed that submissions through the Deezer for Creators pipeline are already underway and that conversations around future artist campaigns are in progress.