BERLIN, GERMANY – European online audio distribution platform and music sharing website, SoundCloud, has, On Tuesday (Nov. 12), launched “Promote on SoundCloud” to help users of the platform push their tracks to a wide range of listeners off the platform
The new feature is a self-service tool that enables artists to boost their original songs to the top of listeners’ feeds and mobile homepages. Users can promote tracks directly to fans in real time, distribute releases to their audience across all major music services and get paid for plays both on SoundCloud and other streaming platforms.
The tool sets SoundCloud apart from most other streaming services by giving artists and creators more control over their content and marketing strategies. It also serves as a step further on SoundCloud’s Premier monetisation programme whose core selling point is that it enables artists to monetise their music on the platform and, according to SoundCloud, earn better pay-outs.
The scheme works similar to Facebook advertising. You tell SoundCloud who you want to target your track to and how much you want to spend getting it in front of them. The track will then be boosted up to the top of users’ streams and on their mobile homepages. Promoted tracks on SoundCloud are not new, but this opens the option up to more musicians.
With Promote on SoundCloud, the company’s chief product officer, Gilles BianRosa, said, creators can set their own budget and choose from a variety of advanced targeting options to help drive track plays, reach more diverse listener groups and build real-time, interactive connections with their fans.
The power of promotion is in the hands of creators whenever they want to elevate new tracks, fuel excitement for upcoming album releases, or build local market buzz in advance of tour dates.
He added that, promote on SoundCloud is an important addition to SoundCloud Premier, which offers creators wide distribution, more earning potential, and now, a way to proactively promote their music on SoundCloud, explaining that, creators get the added benefit of combining Promote on SoundCloud reports with SoundCloud stats to see comprehensive engagement data, a unique capability for creators who choose SoundCloud.
The company has been making moves this year to build up its subscription business – most notably appointing Anthony Gabriele as its SVP of subscriptions and marketing (he was formerly director of subscription marketing at Apple) – and the addition of new tools like these for creators is part of that wider thrust. There have been some interesting moves in this whole area recently to give creators and copyright owners more control over their own on-platform promotion.
Compare what SoundCloud has done to what Spotify launched in beta last month to let artist teams pay to promote releases to both free and paying users. Both companies need to build up revenues and are under growing pressure to let acts and labels have more control over the promotion of their own music on these platforms. While artists and copyright owners will always demand more control and feel the services could let them in closer to the centre of things, but these moves from Spotify and SoundCloud are certainly heading in the right direction.
© 2019 www.georgebritton.com All rights reserved. The use of the articles from this web portal is allowed only when quoting the source – georgebritton.com As information presented on this website may be distributed or copied.
