Photo Credit: Laila! for SoundCloud
SoundCloud pushes its Ascending program out of beta, after breaking such new artists as Shaboozey, Barry Can’t Swim, and Kenya Grace.
SoundCloud has been working toward a formal structure for developing artists, such as its First On SoundCloud and Buzzing Playlists features. Now the company is finally launching its Ascending program out of beta, which will help to develop and propel breakthrough artists. Ascending has been in pilot status for the past year, working to break out new artists like Shaboozey, Barry Can’t Swim, Kenya Grace, TiaCorine, Teezo Touchdown, and Odetari.
Similar to Spotify’s “Radar” and Apple Music’s “Up Next,” SoundCloud’s Ascending chooses an artist each month for promotion. American musician Laila! is the platform’s September pick, having already signed to SoundCloud’s joint venture with IIIXL Studio.
“I’m excited to be a part of Ascending’s inaugural program,” says Laila!. “The support from SoundCloud has been amazing and with the release of my first album, Gap Year, on the 6th, this is gearing up to be a September I will always remember.”
“I have been involved in the music industry for over 20 years, and Laila! is the type of talent that comes along once in a generation,” says IIIXL Studio’s Sickamore. “She’s a producer, songwriter, and creator, making her the perfect ambassador for everything that IIIXL, SoundCloud, and Ascending represents.”
SoundCloud says the program has already proven its worth for its pilot artists, claiming that Ascending artists see a 60% increase in followers on average during their first month, a rate around 40% higher than the month previous (before joining the program). Further, it says their streams nearly double during their time in the Ascending program.
According to Spotify, Ascending provides selected artists with a tailored month-long support package aimed at maximizing their visibility and impact “at just the right moment.” The package also includes billboards in key locations in New York, Los Angeles, and London, curated playlists, social media content, on-platform exposure, and strategic growth marketing efforts. The program is customized for each artist to ensure they receive optimal support to maximize their release and amplify their reach.
To qualify as an Ascending artist, one must be a Next Pro subscriber, a signed artist releasing new music during the promotion month, and demonstrate “rising engagement or stream growth on the platform.” SoundCloud, which was founded in 2007, proudly calls itself an artist-first platform focused on empowering artists to build and grow their careers by providing them with progressive tools, services, and resources.
