Streaming audio service Mixcloud is mulling a move into live content, both in terms of DJs and radio shows broadcasting live using its platform, but also the idea of creating round-the-clock online radio stations using some of the 8m shows in its archives.
“People talk a lot about the idea of the human presenter and curator, which is one of our biggest strengths. But you can’t forget that radio is also live: people thrive on being part of the experience and part of the moment,” Mixcloud CEO Nikhil Shah told Music Ally in an interview.
Mixcloud currently has a monthly audience of 12m people listening to its catalogue of 8m DJ sets and shows on-demand, but Shah said the company is working on ideas for adding a live element.
“It’s something we think about a lot, and it’s on our roadmap: we do eventually want to have some features around live radio,” he said.
“The big question is how you build a product that works both for the live interaction, and for that listen-again experience. And which also adds some value to the live experience because it’s being broadcast over IP rather than FM,” added co-founder Nico Perez.
“We think there are two distinct areas of live: one is that Twitch-style ‘someone switches on their turntables and broadcasts for an hour’, but the other is an always-on 24-hour radio station. We have incredible content that we could fit together to form more lean-back stations.”
However, Mixcloud is not planning to follow Spotify into online video. While Perez admitted that the idea has “crossed our mind”, he said that the company still sees listening as an important and valuable entertainment area.
“A lot of the time, you don’t want to look at your screen. You want to hit play, put your smartphone in your pocket, and get on with things.”