With brands far and wide adapting to the new normal and innovating new ways to connect with their audiences, SoundCloud has embraced the trend and teamed up with Twitch to help indie artists engage with their fans and interact with talent through live chats. The new service will also help elevate an artist's social presence during these times since the partnership will allow them to monetise their music through Twitch, helping to ease the financial burden of this downtime.
Simply put, subscribers to SoundCloud Pro, SoundCloud Premier and Repost by SoundCloud will be able to fast-track through the usual Affiliate process, which will unlock monetisation tools within days.
SoundCloud has long been known as a platform to discover unique music from a diverse community. By providing original and exclusive content on Twitch, it will help further the connection between different artists and audiences, as well as help inspire creativity by sharing their thoughts. The initiative also hopes to evolve into a go-to platform for people to discover emerging talents.
“It’s an unsettling time for everyone right now, and we know COVID-19 has been especially hard on musicians who were scheduled to play live shows over the next few months. Many creators are turning to live video streaming platforms to connect with their fans. Now, wherever you’re social distancing, you can still connect to millions of fans IRL and get paid for your work,” said SoundCloud in a blog post.
The initiative launched on May 6 when SoundCloud invited Joe Kay from Soulection to kick off the new launch with a program called “Studio Sessions with Soulection". The SoundCloud team will be holding more sessions like Fresh Pressed, Cloud Bar, and Fast Track for people to tune into new beats and get a chance to chat with experts from the industry.
Music plays a significant role in shaping a positive impact during the pandemic. As consumers, we should also take it as an opportunity for connecting and growth. Music might be intangible, but it always has its way to reach people in a powerful way.