Apple Music has been turning some of its flagship playlists into radio shows for a while now – aided by the fact that it has its own on-platform radio stations. However, other streaming services can follow suit through partnerships in the radio world. Witness SoundCloud’s announcement that its hip-hop playlist ‘The Lookout’ is being spun out into a show on US satellite radio broadcaster SiriusXM’s Hip-Hop Nation station.
The new show will air weekly, with regular rebroadcasts. This might not be quite as much of an ‘in the family’ thing as Apple Music’s playlists-to-shows strategy, but there are close links.
SiriusXM took a $75m stake in SoundCloud in February 2020, including two seats on the streaming service’s board of directors. That hints at scope for more playlist extensions of this kind.
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