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SoundCloud further expands its content partnership with Sirius

By | Published on Monday 11 April 2022


SoundCloud has got itself a full-time hip hop centric channel on the SiriusXM satellite radio network in the US, extending previous content partnerships between SoundCloud and Sirius, which began after the latter took a stake in the former in 2020.

Those partnerships kicked off with ‘The Lookout By Soundcloud’, a show on Sirius station Hip Hop Nation, while a temporary full-on SoundCloud Radio station ran last September.

Launching the now permanent SoundCloud Radio last week, Sirius described the service as being “specially curated for discovery of both trailblazing tracks and today’s genre-defying drops from both the artists who came up on SoundCloud – such as Megan Thee Stallion, Trippie Redd, Doja Cat, Lil Tecca, NLE Choppa and CJ – and the most exciting emerging talent in hip hop today”.

Meanwhile SoundCloud’s Chief Content And Marketing Officer, Lauren Wirtzer-Seawood, told Billboard that the latest Sirius tie-up would give the satellite broadcaster’s listeners “an opportunity to discover what we’re discovering every day on the [SoundCloud] platform”.

Meanwhile, new artists releasing their music via SoundCloud will get some more traditional airplay, and “for so many young artists, particularly those at the beginning of their career, the idea of being on the radio means something to them”.