SoundCloud
User-upload audio platform where independent artists share music directly with fans and industry discovers emerging talent.
Definition
SoundCloud is a user-generated audio platform that has become the primary discovery ground for emerging hip-hop, electronic, and independent music. Unlike traditional DSPs, anyone can upload music to SoundCloud without distributor involvement, making it the first stop for bedroom producers and aspiring artists.
The platform offers free upload tiers, SoundCloud Go (ad-supported listening), and SoundCloud Go+ (premium subscription). SoundCloud's repost and comment features create unique community engagement around tracks.
Why It Matters
SoundCloud remains the incubator for underground music culture. Artists from Post Malone to Billie Eilish built initial audiences on SoundCloud before signing deals. A&R executives actively scout the platform for emerging talent.
For established artists, SoundCloud offers a space for demos, loosies, and experimental releases that might not fit traditional album rollouts - maintaining fan engagement between official releases.
Examples in Practice
Lil Uzi Vert's early SoundCloud tracks built a devoted fanbase that translated to major label success, demonstrating the platform's career-launching potential.
The "SoundCloud rap" movement of the late 2010s - characterized by lo-fi production and melodic hooks - emerged entirely from platform-native community building.
Artists use SoundCloud for DJ mixes and remixes that might face licensing complications on other platforms, keeping dance music culture alive.