In December 2018, streaming service Mixcloud launched a new program called Mixcloud Select, to enable curators and channels on its platform to charge fans monthly subscription fees. Yesterday, the company announced a new group of musicians and curators who are going to be using the feature. They include The Pharcyde, Anja Scheiner, Worldwide FM, Dekmantel, J. Rocc, DJ City and Mayer Hawthorne.
Mixcloud also put out some stats for how Select has been performing so far, claiming that with the first wave of participants, “channel subscribers are spending on average 35% of their time on the platform listening to a creator they are subscribed to”. This probably shouldn’t come as a surprise: if you like a show or DJ enough to pay them every month, chances are you’re going to be listening to them a lot anyway.
Mixcloud is encouraging its creators to experiment with different offers to persuade fans to stump up: from early access to shows before they’re made available to the wider world to bonus subscriber-only content and/or paywalls for archived shows.