Streaming music is becoming a game for companies with deep pockets: Spotify, Deezer and Daisy on one hand and Apple, Google, Microsoft and Sony on the other. But what of SoundCloud, with its reported $50m of funding early in 2012, and burgeoning use by artists as a marketing platform? Marketer (and sometime Music Ally contributor) Darren Hemmings thinks the company has some decisions to make. In a blog post, he suggests that the increasingly competitive streaming music market could force SoundCloud’s hand, especially if one of the big guns launches SoundCloud-esque features, but with payments to rightsholders.


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