Case studies
CHALLENGE
In Québec, the visibility of francophone music on major streaming platforms is in crisis. In 2023, among the 10,000 most-streamed songs, only 5% were from Québec-based francophone artists—and barely 2% were new releases. This reality leaves local talent sidelined and struggling to be heard.
SOLUTION
In response, SPACQ-AE launched MUSIQC, a new human-curated platform dedicated to francophone music. Instead of trying to compete with giants like Spotify or Apple Music, MUSIQC uses them as channels. The idea: to offer a strong editorial gateway to local music while integrating seamlessly with users’ existing listening habits.
Accessible via musiqc.ca, the platform features curated playlists created by artists, music journalists, and industry professionals. These editorial selections are then made available directly on major streaming services: Spotify, Apple Music, YouTube, Deezer, Qobuz, and Amazon Music.
EXPERTISE
Dolo supported SPACQ-AE in bringing MUSIQC to market. The agency developed the brand platform around the tagline: “Le son franco qui nous rassemble” — The francophone sound that brings us together — a line that captures the heart of the project. Dolo also created the visual identity, sonic branding, and an integrated marketing plan.
The campaign was designed in two phases. The first, from February to April, focused on building name recognition and establishing the platform’s legitimacy. It prominently featured artist Corneille as spokesperson — a trusted and authentic voice of francophone music in Québec.
The second phase launches alongside the summer festival season, with an impact-driven campaign and strategic cultural partnerships aimed at embedding MUSIQC into the habits of local music fans through high-profile events.
The result: a platform that is useful, credible, and culturally vital — one that quite literally puts rhythm back into the algorithm.