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There’s an interesting phrase used in the announcement of SoundCloud’s latest partnership: a joint venture with QC Media Holdings, the corporate vehicle for the founders of hip-hop label Quality Control. The phrase is used by SoundCloud president Eliah Seton, who describes his company as “the largest A&R source on the planet” – a useful insight into how SoundCloud is defining itself nowadays.

A&R is key to the partnership too: SoundCloud is working with QC’s Solid Foundation management and creative services arm to run “custom A&R programs for selected artists inclusive of development, distribution and marketing and artist services”.

Which, as far as we can tell from what’s being said, involves Quality Control’s team tapping SoundCloud’s data to identify, sign and develop promising artists popping up on the streaming service.

“Their data merging with our time-tested way of cultivating and building artists will be a blend to be reckoned with,” as QC’s Kevin ‘Coach K’ Lee put it.

As part of the deal, QC Media Holdings has invested an undisclosed amount in SoundCloud.

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