![]() They have creators (artists, labels, blogs etc.) who are followed by users. SoundCloud is first and foremost a social media platform. Offer Targeted Advertising to Creators/Advertisers: allow audio creators to display ads to specific users on the platform. I’m not a big fan of ads over audio content, but I believe there are non intrusive and useful ways to monetize each audio play.ġ. It seems that SoundCloud has always been afraid of having ads on its platform. So let’s just focus on being the best platform for creators to promote their content and for listeners to feed their hunger for the best original music out there. I’m not sure what’s the plan of action for their new CEO (and their new investors) but I thought I’d share some thoughts on how their could improve their product and get more money out of their users.Ĭlearly, in my opinion, their paid music streaming business will never take off, unless they really come up with something revolutionary (what could be better than Spotify, I don’t really know). Note that they were also loss-making in 2014.Įven though SoundCloud now got more fuel to live longer, its financial success is still a big bet. In 2015, their financial statements were published and they showed a turnover of €21,1 Million (21% higher than in 2014) but a Loss of €51,2 Million. In fact, not enough to pay for its own costs. SoundCloud became such a financial disaster because they always had a problem: a lot of users - 150 Million Worldwide (in 2015), 30 Million in the US ( according to Verto) - but so little revenue. That’s the approach Trainor used at Vimeo: charging filmmakers to use its video-sharing, marketing and analytics tools.” He will replace Alexander Ljung (co-founder), no longer part of the leadership team but now Chairman of the board.Īccording to Billboard, who interviewed Trainor, the plan to help SoundCloud get better is to duplicate what he did at Vimeo: “he places greater emphasis on developing tools for musicians, DJs and other creators. ![]() Many speculated that SoundCloud would run out of money soon and that it didn’t have much more to live.Įventually, they got new investors who came to rescue them last week by injecting $170 million and appointed a new CEO: Kerry Trainor, formerly of Vimeo. When the news came out last month that SoundCloud was laying off 40% of its 300 people staff, this got many registered users worried about the longevity of the platform. Back then the platform was very popular and was the de-facto destination for many DJs and indie producers to share their creations online.Ĭreators have all been enjoying the audience the platform allowed them to gain, either thanks to their recommendation engines, to the social features or to their communities (groups) to which we could share our creations with (a feature that was killed last year to the regret of many users) I first joined it to publish some mixes I was doing after I got into DJing some time ago. I’ve been a very active (& paying) user of SoundCloud for a while. SoundCloud Story: So Much Users but So Little Revenue
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