Streaming service Mixcloud has launched its own in-house brand consultancy, Loud. It will be headed up by founding partners Kazim Rashid and Ben Lawrence. Rashid is a visual artist and was previously head of UK marketing at Warp while Lawrence spent the past nine years as head of brand partnerships at Mixcloud.
“We help global brands achieve cultural resonance through provocative intelligence, strategy and creative solutions,” is how the Loud website is positioning itself. It has a number of heavyweight clients to launch with, among them Adidas, Dr. Martens, Shure, Red Bull and W Hotels.
The consultancy itself has four distinct arms: intelligence (working from bespoke research and insight); strategy (working on strategic and creative solutions); creation (creating what it calls “disruptive content and experiential platforms”); and communication (plugging into Mixcloud’s networks and teams).
In its most recent financial results, for 2018, Mixcloud posted revenues of £2.44m, up 45.7% from 2017. Its losses, however, grew from £884.8k in 2017 to £3.04m in 2018.
Last year, the company introduced its premium subscription tier (costing $7.99 a month) while putting restrictions on how much content those on the free tier could access – trying to strike that delicate balance between user growth, income and licensing costs. The arrival of Loud as a revenue driver should be read within the context of these macro issues weighing on the company.