We’re merely days in since 2016 has took off and it looks like we officially have our first major partnership in the world of music. In a world where music streaming is now more prominent than ever, the likes of Spotify, TIDAL, Apple Music, and other services are leading the way as outlets that consumers head to for their latest music consumption. With 175 million monthly listeners, Soundcloud finds itself being a vital outlet for music lovers and creators alike. Because of this, Universal Music Group and Soundcloud have come together for a new partnership that will take Soundcloud to the next level with new services, while offering unique opportunities to present and future UMG signees.
The agreement allows SoundCloud to benefit from UMG’s roster of emerging and established recording artists, as well as songwriters signed to Universal Music Publishing Group, as they roll out advertising and introduce subscription services in the US and other markets later this year. In addition, UMG’s labels and publishing company will gain access to SoundCloud’s promotional tools, analysis and data to provide recording artists and songwriters with new opportunities to generate revenue and to strengthen their connections with fans.
With the deal being several months in the making, the kickoff announcement for 2016 shows that both parties involved mean business. As Soundcloud is a major outlet for music premieres for various artists like Kanye West, who knows just how much this new partnership will change this in the future. Looking to eventually launch a paid subscription option for users, Soundcloud could become a major threat to current competitors due to its loyal following. In anything, this venture is surely a power move for both Soundcloud and Universal Music Group. You can read more about the joint venture via the press release, here.
