Marketing

SoundCloud starts recording artist sessions in its Berlin studio


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SoundCloud is the latest music-streaming service to start recording exclusive sessions in its own studio – in this case, in the company’s Berlin studio.

The sessions will be branded ‘First on SoundCloud: Studio Sessions’ and will focus on “emerging creators who began their careers first on SoundCloud, and the creative journey of their newest track”. First to feature is Dutch artist San Holo with his track ‘Worthy’, with the studio session made available from his profile on SoundCloud. The company plans to promote the new sessions across its own platform as well as social networks.

The obvious comparison is to Spotify’s ‘Spotify Singles’ initiative, which recently passed 1bn cumulative streams, before rolling out a playlist of 17 audio tracks and 34 videos recorded at a Sir Paul McCartney gig earlier this year. But for SoundCloud, it seems the emphasis will be on artists’ stories as much as their music – something that Amazon and Apple Music, as well as Spotify’s embedded playlist videos, have also explored.

Stuart Dredge

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