Yesterday morning, we reported on SoundCloud’s plans to introduce advertising on its surface with an initially-limited number of partner artists and distributors. Now CEO Alexander Ljung has been giving more details on how the premium tier of the new ‘On SoundCloud’ program will work. First, the ads will be US-only for now – a global rollout will come later. Format-wise, they’ll be a mixture of audio ads, display advertising within SoundCloud’s mobile apps, sponsorships and contests, and very on-trend “native” advertising. For now, the ads will also be restricted to SoundCloud’s own site and apps, rather than embeds elsewhere on the web. “You won’t open the site up and see a bunch of banner ads plastered everywhere. It’s elegant,” he promised. Partner artists can choose to turn monetisation on or off for individual tracks: it’s not an all-in affair. And yes, those major-label negotiations remain ongoing.

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