SoundCloud is an online audio distribution platform based in Berlin, Germany, that enables its users to upload, record, promote, and share their originally-created sounds. Founders Alexander Ljung and Eric Wahlforss are the chairman and chief product officer (CPO), respectively.
|Type of business||Private|
Type of site
|Music streaming, Internet community|
|Key people||Alexander Ljung (Founder & Chairman)
Eric Wahlforss (Founder & CPO),
Kerry Trainor (CEO),
David Noël (VP Community & Evangelist)
Artem Fishman (CTO)
|Alexa rank||107 (June 2017)|
|Registration||Required to post and upload content|
|Users||40 million registered users (July 2013), 175 million unique monthly listeners (Dec. 2014)|
SoundCloud was established in Berlin in August 2007 by Swedish sound designer Ljung and Swedish artist Wahlforss. The founders aspired to allow musicians to share recordings with each other, but the concept later transformed into a full publishing tool that also allowed musicians to distribute their music tracks.
A few months after inception, SoundCloud began to challenge the dominance of Myspace as a platform for musicians to distribute their music by allowing recording artists to interact more nimbly with their fans.
In a 2009 interview with Wired, Ljung said:
“ We both came from backgrounds connected to music, and it was just really, really annoying for us to collaborate with people on music—I mean simple collaboration, just sending tracks to other people in a private setting, getting some feedback from them, and having a conversation about that piece of music. In the same way that we’d be using Flickr for our photos, and Vimeo for our videos, we didn't have that kind of platform for our music. ”
In January 2011, it was confirmed that SoundCloud had raised a US$10 million Series B funding round from Union Square Ventures and Index Ventures. On 15 June 2011, SoundCloud announced they had five million registered users, and investments from Ashton Kutcher and Guy Oseary's A-Grade Fund.
On January 23, 2012, SoundCloud announced on their blog that they had 10 million registered users. By May 2012, 15 million users were announced by the company at a press conference held in San Francisco, where a new version of the API was previewed. The usage level for the site was growing by 1.5 million users per month at this stage.
The new API was released to the public in December 2012. To accommodate the proliferation of mobile devices, it provided new features such as: redesigned profiles; more sharing options; real-time notifications; continuous play, which allows concurrent listening and site navigation; the ability to create personal collections/sets; and the addition of real-time indexing to search. The response from users was mixed, and many expressed dissatisfaction with the change. SoundCloud received over 60,000 comments regarding the new layout by 10 December 2012. Also in December 2012, the company's data showed that SoundCloud was reaching 180 million people per month—8 percent of the global Internet—while users were uploading 10 hours of content every minute.
In March 2013, Twitter announced SoundCloud as a third-party music partner, alongside iTunes, in developing the Twitter's first integrated music app. However, the initiative never eventuated; SoundCloud's inability to load licensed music—due to the absence of arrangements with the major music labels—was cited as a major reason. By July 2013, SoundCloud's registered users had quadrupled in number from the beginning of the previous year, with a total of 40 million, and an additional 20 million listeners were using the service on a monthly basis.
SoundCloud announced in January 2014 that it had commenced negotiations with the major music companies, as copyrighted material consistently appeared on the platform.[not in citation given] The announcement was publicised after a round of funding in which US$60 million was raised, resulting in a $700 million valuation. The additional finances were suggested as the reason for the plan, as finalizing such deals is a costly process.
In March 2014, SoundCloud was reportedly in a second round of talks with major music labels about licensing after the January negotiations did not amount to anything substantial. According to media sources, the negotiation process was initiated in an attempt to avoid the problems faced by Google, which is forced to handle a large number of takedown notices on its YouTube video-sharing platform. However, the outcome of the talks was not forthcoming in any media sources.
In May 2014, the media reported that Twitter had regained interest in SoundCloud and was considering acquiring the platform for around US$2 billion, but after the publicity of the deal surfaced, the prospect was no longer an active consideration. One media report stated that "the numbers didn't add up", while Bobby Owsinski claimed on the Forbes website in July that SoundCloud's ongoing inability to secure deals with the major music labels was the foremost culprit.
In July 2017, SoundCloud announced that it would close its San Francisco and London offices and lay off 173 out of 420 employees in an effort to become profitable, with the remaining staff operating out of offices in Berlin and New York. 40% of their staffs were lay off as a saving strategy for the company finance only until Q4 which was 80 days from 12 July 2017
Monetization, subscription servicesEdit
In August 2014, SoundCloud announced that it would begin to further monetize the service through a new partner program known as "On SoundCloud", which allows "premier" partners to monetize their content through advertising units, including pre-roll audio ads, sponsorship of channels, mobile display ads, and native content. The company announced deals with a number of content partners (including Comedy Central and Funny or Die), independent labels, and YouTube multi-channel networks, but stated that it was in "active and ongoing, advanced discussion[s]" with major record labels, and was planning to launch a subscription-based music streaming product in the future.
Sources with knowledge of the company's next funding round publicly revealed in early December 2014 that ongoing discussions could potentially raise approximately US$150 million in new financing, resulting in a valuation surpassing one billion dollars. The major label issue became prominent again when the new financing information was released, as the lack of monetization was presented as an issue—SoundCloud had managed to sign an agreement with Warner Music Group as part of the new premier program that allows both Warner Music, which also has a minor stake in the company, and its publishing division to collect royalties for songs they have chosen to monetize on the site; meanwhile, the other labels remained skeptical of the company's business model.
According to the company’s data, in December 2014, the service attracts more than 175 million unique monthly listeners, while content creators upload approximately twelve hours worth of audio every minute. According to further information released in December 2014, the introduction of ads had allowed SoundCloud to share revenue with about 60 other Premier Partners, including independent labels and artists, who are invited to participate and receive special promotion rights. Although SoundCloud did not have paid subscriptions for ad-free streaming, they had planned to launch one in 2015. Concerns over the amount of revenue from the program led Sony Music Entertainment to pull its content from the service entirely in May 2015. In June 2015, SoundCloud announced that it had reached a deal with the Merlin Network, a group representing 20,000 independent record labels, to monetize their content through the premier partner program.
In January and March 2016, SoundCloud reached respective deals with Universal Music Group and Sony Music Entertainment. A UMG spokesperson told The New York Times that the deal would give the company an option to require certain content to be restricted to paid subscribers—a statement suggesting that SoundCloud was preparing to launch its subscription streaming service.
On 29 March 2016, SoundCloud launched its subscription music streaming service, SoundCloud Go. In February 2017, SoundCloud launched a mid-range subscription tier named SoundCloud Go, that allows users to remove ads and listen offline for $5 per month. The original version, which was renamed SoundCloud Go+, allows access to over 150 million songs, offline playback, no ads, no previews, and premium music tracks for $10 per month.
Among SoundCloud's key features is the ability to access uploaded files via unique URLs, thus allowing sound files to be embedded in Twitter and Facebook posts (note: as of 12 August 2015, mobile devices require a SoundCloud app to play a track within Facebook, an issue confirmed by SoundCloud in November 2016). A file may be embedded by clicking a share button corresponding to the target site (e.g., Twitter). This contrasts with MySpace, which does not have reshare buttons.
In 2013, more than 50% of songs were played within 30 minutes of being uploaded, and 90% of all songs received at least one listen.
SoundCloud depicts audio tracks graphically as waveforms and allows users to post "timed comments" on specific parts of any track. These comments are displayed while the associated audio segment is played.
SoundCloud's API allows other applications or smartphones to upload music and sound files, or download files if the user has permission to do so. This API has been integrated into several applications, including GarageBand, Logic Pro, and PreSonus Studio One DAW.
SoundCloud offers premium services for musicians under the banner SoundCloud Pro. The SoundCloud Pro service allows users to upload up to six hours of audio, and adds additional features such as enhanced analytics, and the ability to disable comments on tracks. The Pro Unlimited tier allows unlimited uploads.
On 29 March 2016, SoundCloud unveiled SoundCloud Go, a subscription-based music streaming service; the service provides an ad-free experience, offline playback, and integrates licensed music from major labels into the existing, user-uploaded content of the service. Co-founder Eric Wahlforss stated that this aspect would help to differentiate SoundCloud Go from other music streaming services such as Spotify and Apple Music, as it technically provides a larger total library of songs than competing services, with a higher degree of diversity in its content. The Verge found that, excluding existing content uploaded by users, the service's initial library of songs is smaller than those of its closest competitors.
The service was initially priced at US$10 per-month. On 28 February 2017, SoundCloud re-named its main Go plan SoundCloud Go+, and added a secondary tier titled SoundCloud Go at a US$5 price point, which does not include the licensed music library, but still offers ad-free and offline playback.
SoundCloud offers two mobile apps; the main SoundCloud app is oriented towards streaming, with music discovery, playlist, and sharing features. In November 2015, a separate app known as SoundCloud Pulse was first released for Android; it is primarily oriented towards content creators, allowing users to upload and manage their uploads, reply to comments, and view statistics. Pulse's features were previously located within the main app; senior marketing manager Brendan Codey explained that the shift to separate apps was meant to allow SoundCloud to improve its user experience for content consumers, without having to worry about how these changes affect features oriented towards creators.
By the end of 2016, SoundCloud's Android app had over 100 million downloads.
As SoundCloud has grown and expanded beyond its initial user base, consisting primarily of grassroots musicians, some original users have complained that it is losing its fidelity to artists in an attempt to appeal to the masses, perhaps in preparation for public sale. Such criticism particularly followed the launching of a revamped website in 2013 that was heavily reconfigured to be more amenable to listeners—at the expense of artists, some claimed. CEO Alexander Ljung responded that while he would take these criticisms into consideration, the changes to the site would result in higher usage numbers for SoundCloud.
On 3 July 2014, TorrentFreak reported that SoundCloud offered unlimited removal powers to certain copyright holders, allowing those copyright holders to remove paid subscribers' content without avenue to contest and dispute wrongful deletions. This was discovered after Mr Brainz, a DJ on popular underground internet radio station Sub.FM shared his email communication between Soundcloud support staff with music blog Do Androids Dance. The article has since been removed from the web after merging into parent entity Complex Media.
In April 2015, SoundCloud announced a new partnership with Zefr, a content tracking company that works with YouTube to help identify songs on the platform and facilitate either takedowns or ads being run against it. Zefr states it will "better understand the sharing of content on the platform." Some users are worried it could mean a stricter copyright enforcement and more ads.
In July 2016, SoundCloud notified registered users via email that it would be "phasing out" groups because they "were not a strong driver to help users share their new tracks to the most users effectively". This announcement was met with alarm and concerned responses from numerous artists, who deemed the change unacceptable because it would eliminate their only effective means of sharing music on SoundCloud.
SoundCloud has a continuous play feature on non-mobile platforms which relates to the listener's stream and likes. Unlike YouTube's autoplay feature which is on by default but can be turned off, users cannot turn off the continuous play feature on SoundCloud.
SoundCloud has also been criticized for changes in service. The new update of the website and application did make the interface more aesthetically pleasing, however it made the feed and interface more difficult to use for some users. Also, the anti-piracy algorithm that was put into place in order to combat the staggering number of illegal music downloads. The system has often been criticized for taking down music that was not illegally submitted or downloaded. The algorithm misfired and as a result, SoundCloud has been under criticism for it. Also, Universal Music Group has the right to take down any files on SoundCloud. Uploads can be taken down directly by Universal Music Group outside of SoundCloud's anti-piracy policy. Other than uploads, the company has the ability to take down accounts, both premium and free. Customers of the company have claimed this to be "bogus," arguing that the right to manage and delete accounts should be reserved to SoundCloud itself, not to an outside company.
The government of Turkey blocked access to the SoundCloud website on 24 January 2014. A user named "haramzadeler" ("bastards" in Turkish) uploaded a total of seven secretly recorded phone calls that reveal private conversations between the Former Turkish Prime Minister Now President of Turkey, Recep Tayyip Erdoğan, and others, including: Erdoğan Bayraktar, local politicians, some businessmen, and the prime minister's daughter, Sümeyye Erdoğan, and son, Bilal Erdoğan. Linked to the 2013 corruption scandal in Turkey, some conversations on the recordings revealed illegal activity and possible bribery—mainly about the building permit for villas located on protected cultural heritage sites in Urla, İzmir. The opposition party Cumhuriyet Halk Partisi submitted a parliamentary question to TBMM (the Grand National Assembly of Turkey) concerning the issue, which asked why SoundCloud services were banned without any proper cause or reason.
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