SoundCloud: Revolutionizing Music Sharing with Founders Alexander Ljung and Eric Wahlforss, and Their Vision.
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need for a platform that allows musicians to share their work easily and connect with their audience. They recognized the challenges artists faced in gaining visibility and monetizing their music, which sparked the idea for SoundCloud.Problem that their product solves
SoundCloud solves the problem of artist visibility and monetization in the music industry. The end users are musicians and music fans, and solving this problem is important as it allows artists to reach their audience directly and earn revenue from their work.Their unfair advantage
SoundCloud's unfair advantage lies in its vast library of user-generated content and its innovative monetization strategies that empower both creators and listeners.Strategies
Pre-Launch (Product Development & MVP)
Innovative Product Launch
During its early days, SoundCloud's founder Alex Young showcased the platform at a TechCrunch meetup by simply holding a microphone to his phone, demonstrating the app's capabilities live. This bold move captured the audience's attention and effectively communicated the platform's value proposition. The simplicity and directness of this demonstration helped to generate buzz and excitement around SoundCloud, contributing to its initial user acquisition and brand recognition.
Launch Stage
Unique Artist Engagement
SoundCloud distinguished itself by fostering a unique relationship between artists and their audience. The platform allowed artists to upload tracks that were not available on other services, enabling them to interact directly with fans. This approach not only attracted a diverse range of creators but also positioned SoundCloud as a launchpad for emerging talent, exemplified by artists like Chance the Rapper, who gained recognition through the platform. This strategy was crucial in building a loyal user base and enhancing user engagement.
User Engagement through Conferences
During the launch stage of SoundCloud, co-founder Alexander Ljung actively participated in conferences to engage with users and promote the platform. He traveled to various locations, including Singapore, where he met with users from different countries such as Korea, Japan, and Malaysia. This face-to-face interaction helped build a community around SoundCloud and provided valuable feedback from users, which Ljung found to be an amazing experience despite the challenges of travel.
Growth Stage
Community Support Initiative
In response to the layoffs affecting 173 employees, SoundCloud's leadership initiated a community support initiative. This involved creating a Google Doc, started by a community member named David, where individuals could contribute job opportunities for the affected employees. The document gained significant traction, showcasing the strength and solidarity of the SoundCloud community, which rallied to support the displaced workers. This initiative not only helped those laid off but also highlighted the community's commitment to its members.
Remix Contest and Playlist Curation
Leila, an artist on SoundCloud, launched a remix contest for her track 'Not My Problem' exclusively on the platform. She invited her fans to create remixes, which she then curated into a playlist featuring her top 20 favorite remixes. This strategy not only engaged her existing fanbase but also attracted new listeners, as one of the remixers, Cash Cobain, formed a supergroup to create the official remix. This approach fostered community involvement and showcased the talent of her fans, enhancing her visibility and engagement on SoundCloud.
Learn more about SoundCloud
BTS - A Truly Independent Music Platform - Alex Ljung (CEO, SoundCloud) #TOA17
What Superfans Really Want with SoundCloud CEO Eliah Seton - Trapital Summit
