How did Chance the Rapper, Lil Uzi Vert and other artists have such success building an audience on SoundCloud? Because they saw it as more than just a music-streaming service.
That’s according to SoundCloud’s director of label relations Julia Killer, who was talking at the FastForward conference in Amsterdam last week.
“Do not think of us as a streaming service. Yes, we’re a streaming service, but first and foremost we’re a form of social media,” she said.
“The more you engage, the more results you get. End of. It’s up to you to set yourself up for success on the platform.”
Chance the Rapper famously gave SoundCloud a shout-out when accepting a Grammy award in early 2017, and later came to the company’s defence on Twitter when it was under pressure over its financial situation.
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Source: Music ally
Lyor Cohen, YouTube’s global head of music, has told Music Ally that 2018 will be “the year of music for YouTube and Google” and suggested the animosity between the video platform and the music industry will soon be a thing of the past.
“It’s too easy of a soundbite – ‘value gap’,” he said. “I believe that YouTube contributes in such a significant way to the artist community […] With the ability for us to not simply play in advertising but also in subscription, I think the music industry will recognise us as a huge value contributor.”
As part of this charm offensive, he hosted a Q&A with Dua Lipa, the artist whose ‘New Rules’ video recently passed one billion views on YouTube – the hundredth video on the platform to cross the billion threshold. Cohen was formerly the chairman and CEO of Warner Music Group until 2012 while Lipa is signed to Warner Bros Records, so there is a certain symmetry there.
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Source: Music ally