SoundCloud takes the digicore music scene to Pandora


In one sense, SoundCloud and Pandora are rival music streaming services, but they’ve had an increasingly close relationship in recent years. Pandora’s parent company SiriusXM invested $75m in SoundCloud in 2020, taking two seats on its board of directors in the process.

But even before that, Pandora was selling SoundCloud’s advertising inventory in the US from October 2018. All of which means it’s not such a big surprise to see the two streaming services collaborating around music discovery too.

SoundCloud is launching a station on Pandora called ‘Digicore by SoundCloud’, focusing on one of the music sub-genres that the company has played an important role in nurturing.

It follows October 2021’s launch of ‘The Lookout by SoundCloud’ based on the company’s new-music playlist. The pair say more stations based on SoundCloud’s ‘Scenes’ discovery program will launch this year.

Written by: Stuart Dredge