SoundCloud stands as a unique platform where burgeoning musicians find their voice and rising talents break through the noise. This happens on many streaming music sites, but SoundCloud is still where the most underground of the underground find a home.
Embedded within the legacy and ethos of the company is a commitment to nurturing new artists, a commitment exemplified by the First on SoundCloud program. With the unveiling of its 2023 class, this initiative exemplifies a remarkable opportunity for the chosen artists, one that has the potential to leave a lasting impact on the lucky few. According to Emmy Lovell, Global Head of Music at SoundCloud, “These artists are in their very early stages, and this might change the course of their career or the style of music that they’re making.”
Now in its fifth year, the First on SoundCloud program continues to shine a spotlight on artists who appear poised for greatness. The program operates as an accelerator, equipping rising talents with the tools and resources necessary to propel their careers to new heights. A recent interview with Lovell surrounding the program revealed SoundCloud’s intention to enhance and elevate the initiative, with a renewed focus on making it a truly transformative experience for the artists involved.
The latest roster of artists selected for First on SoundCloud includes DJ Dave, Wolfacejoeyy, Nitepunk, Sim0ne, and Sojabrat. If you haven’t heard of any of those musicians, then that means they picked right. “Our philosophy is we’re leading what’s next in music, not what’s already emerging,” Lovell commented about the selections. This year’s program has expanded its reach beyond the United States for the first time to include global artists, and they span a number of styles and genres.
This iteration of the First on SoundCloud program introduces several significant enhancements. Chosen artists will gain beta access to innovative tools, such as the ability to directly message fans on the platform. Moreover, the program will facilitate mentorship opportunities across various segments of the industry, which should be incredibly valuable to these upstart performers.
By connecting artists with industry professionals, SoundCloud seeks to bridge the knowledge gap and offer insights into critical aspects of the music business, including artist management, financial planning and data utilization, which is more important than ever in the industry.
“It’s never been easier to make music,” said Lovell, before taking on a truth: “but it’s never been harder to be a successful musician.” Her comment further highlights the need for education and assistance to make a living wage in the music business.
A notable development in the 2023 First on SoundCloud program is the partnership with Sony Audio. Renowned for its expertise in producing music-focused hardware and software, Sony’s involvement adds a new layer of support for the chosen artists. As part of the collaboration, artists will receive cutting-edge equipment and software to aid in their creative endeavors. Additionally, Sony’s global reach will be harnessed to promote the artists and facilitate cross-disciplinary learning opportunities, such as marketing and beyond.
Sony joining the program makes sense for the musicians and SoundCloud, but what about for Sony itself? “We’re thinking about how we work with creators, it’s not just major label artists, it’s the grassroots, the rising independent artists, the emerging artists,” explained Jordy Freed, Head of Brand & Business Development + Partner Marketing & Strategy, Personal Entertainment Business in Sony Corporation of America.
He shared that as Sony continues to focus segments of its business on selling to musicians, it needs to reintroduce itself to the smaller artists, not just major labels and superstars. “From a business case perspective, we’re taking a long view,” Freed commented, adding, “We’re partnering with creators on actual creation of product and tools and technology.”
Sony’s involvement in the First on SoundCloud program is a multifaceted endeavor. Beyond showcasing its equipment and reminding musicians that it has all the product they may need, the partnership underscores Sony’s genuine interest in understanding artists’ needs, preferences, and challenges. By engaging with musicians directly, Sony seeks to refine its product offerings and develop solutions that cater to the evolving demands of the music industry. “We literally need the creator input on product development,” Freed stated. “We want to get their feedback, we want to figure out where we could provide value to creators because that’s literally what we’re trying to do.”
It’s a charitable move on Sony’s part, for sure, and one that largely benefits these musicians, but the corporation also gets something it need as well.
With an expansive community of creators on SoundCloud, selecting a handful of artists for the First on SoundCloud program is no small feat. While data serves as an initial indicator of promising potential, the selection process hinges on a deeply human approach. Lovell emphasizes the importance of an emotional connection, stating, “I think we all have to feel something obsessive about the artists.”
But those at the company also want to know how engaged these potential First on SoundCloud artists really are. Lovell says as they’re picking names, they question, “Are they a user of Soundcloud? Do they understand the platform and are they using it to their advantage? And are they using it regularly?”
If they can answer yet to all of those questions, Lovell feels they owe it to these rising stars to help them out. “They’re an advocate of ours, and we should be an advocate of them.”
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