SoundCloud launched a campaign called ‘First on SoundCloud’ in the US earlier this year, as a way to highlight some of the music and artists that appeared first on its platform, rather than elsewhere.
Now the initiative is expanding to the UK and Germany, where artists including Claptone, Jan Blomqvist, Jay Prince, Little Simz, Lotic and Peggy Gou will be flagged up within SoundCloud’s app, social communications and out-of-home advertising (in Shoreditch, London for example).
The streaming service is also continuing its efforts to persuade new artists to join the campaign, promising the chance of promotion for anyone who uploads an original track to SoundCloud with the ‘#SCFIRST’ hashtag.
The expansion comes at a time when YouTube, in particular, is gunning for SoundCloud’s traditional claim that it has a massive catalogue of user-uploaded music that isn’t covered on mainstream streaming services. Persuading a new wave of artists to see SoundCloud as a place to premiere new tracks, even if they ultimately go on other services too, is one way to push back.